Gone in 30 seconds. Marketing 2.0

August 14th, 2004

Frank Rose writing in Wired magazine has added to the weight of evidence proving that things in the world of media and television advertising are just not what they used to be in his article The Lost Boys.
In fact Jim Stengel Chief Marketing Officer for Proctor & Gamble says that he believes that interruptive TV advertising stopped working around 1987.
Plus he highlights a changing male culture which is different in how it now interacts with media and entertainment. In fact it is not just males which are changing.
The Lost Boys reinforces the work SMLXL has been undertaking over the last 24 months on how brands and businesses can respond to these dramatic changes.
It requires an holistic approach to marketing communications, it requires companies to understand we need to move from the push strategies so well suited in the past to pull strategies that are essential in a world of customer empowerment.
I thank Frank Rose for bringing these issues to light in such a good magazine as Wired. I hope CEO's, boards and marketers are waking up to the fact that if they embrace fully this new reality, they are far more likely to keep their revenues, grow their profits and their marketshare.
Interruptive communications will be seen very soon as a crude tool in trying to persuade people to buy a companies products and services. Brand and marketing strategy can help companies grow and differentiate in a crowded marketplace. But its version 2.0 we need not more of the same.

Bookmarks: