Last week my colleagues and I made two major presentations to clients. One was a big show: brand positioning, tagline, television, print, online advertising, point of sale displays, purchase incentives, iPhone applications, digital experiences and live events. When we were done, the first question — in three parts — was, “What do you think about blogs? Should our CEO blog? What should our blog outreach program be?” The second presentation was also pretty comprehensive, including recommendations on how to use social media to listen, engage, inspire, build, and mobilize. At the conclusion of that meeting the first question – also in three parts — was, what should our Twitter strategy be? Should the CEO Twitter? If not him, who?
For the last 30 years I’ve been a copywriter and a creative director. Most of the work I’ve done has been in TV, print, websites, OLA, viral. Yet today, the only questions clients are asking me are whether they should blog, who should be posting on Twitter, what content should go on their Facebook fan page versus the corporate website.
Fortunately I’ve spent a fair amount of time developing answers, or at least trying to. (They’re out of date within a week or two if you don’t keep up and staying ahead is impossible.) If you’re in this business I hope you’ve been doing the same. If not, start now. All the talk about advertising as we know it coming to an end? It’s not just talk anymore.
What are you hearing this from your clients? Do you feel like you have the answers? What are you using as sources and content for your new recommendations? Would love to hear.