Extremely entertaining animation – I’ll pass that along and incorporate it into presentations myself! Also checked out your slide show. All good info.

I think the important thing that marketers are (or should be) realizing is that there are so many options available, it’s going to a lot harder to figure out how to reach customers. But the upside is, we have potentially much more effective ways to do that.

TV and coupons may always be the best way to sell toothpaste – or any low-priced commodity. Nobody needs to “participate” or “create value” for that stuff. However, any brand that occupies a narrow niche and/or requires a more sophisticated decision process for purchasing can and should engage with consumers in more targeted, multi-touch, (and perhaps most importantly) RAPID ways.

What this means for marketing firms (ad agencies, in particular) is that their job becomes less about the “big idea” Ogilvy touted in the ‘60s and more about a zillion small ideas that happen virtually on the fly – without pitching concepts and getting client approvals. Of course, this represents a radically different philosophy and operating structure for marketing firms, though less so for PR firms who generally have carte blanche to engage with bloggers, journalists, and occasionally customers, as necessary.

It’s a brave new world of transparency – and I, for one, am thrilled about it. I think many who traffic in hubris and hucksterism will eventually fall by the wayside. Those of us who are marketers because we are intensely interested in what drives people and want to nurture relationships will, I hope, thrive.

@CarriBugbee

[...] sul Friend Feed di Karl Long ho intercettato un twit in cui Karl citava un suo post in cui descriveva il video di un’agenzia tedesca segnalato via Twitter dal suo amico [...]

The video is no longer available on Vimeo.. Anywhere else?

Thank you for this post. I watched the video at:
http://www.youtube.com/watch?v=NewrL-Tw_Wk
The final line “lets get the people engaged again” leves me wanting more. The video shows the progression of market dominance by a few brands to a market flooded with choices. It can go farther. People are not only selecting brands, they want to connect to something greater and to take part in creating an experience.

Great article. Thank you.

[...] Conversation Capital friends from Sid Lee. (Scholz & Friends video found via: David Griner and Karl Long) – My question to you: How much of a brand’s continuity is within a company or brand [...]

I think sellers are () Things important realize because it it is choose to so many that can offer, it so difficult that go get a thorough understanding how be reach more by user.

it so difficult that go get a thorough understanding how be reach more by user.

Carri,
Thank you for your comments. I agree with you that “…marketers are (or should be) realizing is that there are so many options available…” And as you note, we have gone form a few media streams to a zillion.

I think we have also come into an era when some products and services that use to be specialty items have become commodities, and yet some commodities have (or have the potential to) become niches. Some companies defy the paradigm.

Computers were once niche markets, yet now the market is flooded with PCs, yet Macs stand out as its own brand.

Toothpaste may be a commodity sold by big brands, but there is also room for small firms to grow. Is there a market for toothpaste made of only organic products? Would some consumers buy a toothpaste if it benefited a cause? Tom’s Shoes gives a pair of shoes to a child in need for every pair that it sells. Suppose an average big name toothpaste company spends 25-33% of its cost on traditional advertising. One toothpaste company decides to sell tubes in three or four packs, and promises gave a tube to a needy child for each pack sold. Or the toothpaste company sells the packs and has a bin at the grocery store where customers can give one of the tubes in their packet to a local homeless shelter. How would people feel about the “non-advertising” toothpaste that just let them give away a tube to a person in need? I think it would do much more than TV ads.

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Can I just say what a relief to find someone who actually knows what theyre talking about on the internet. You definitely know how to bring an issue to light and make it important. More people need to read this and understand this side of the story. I cant believe youre not more popular because you definitely have the gift.

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