Comments on: Maybe 2010 will be the year of real marketing change http://edwardboches.com/maybe-2010-will-be-the-year-of-real-marketing-change Marketing ideas for navigating a consumer driven world Mon, 21 May 2012 13:10:13 +0000 hourly 1 http://wordpress.org/?v=3.3.2 By: edward boches http://edwardboches.com/maybe-2010-will-be-the-year-of-real-marketing-change/comment-page-1#comment-3371 edward boches Fri, 22 Jan 2010 00:07:16 +0000 http://edwardboches.com/?p=3244#comment-3371 Absolutely.In many ways this is a resurgence of public relations. A good PR person is no longer someone who simply sends out content and hopes the press delivers it. He/she is interacting with the community, generating content, responding in real time. The emerging generation of PR people are writers, videographers, content creators, pollsters and community builders. I think that the industry itself will start to attract a new kind of Renaissance person who is less a specialist and someone who is more comfortable working, interacting and creating in the new vernacular of the social web. Absolutely.In many ways this is a resurgence of public relations. A good PR person is no longer someone who simply sends out content and hopes the press delivers it. He/she is interacting with the community, generating content, responding in real time. The emerging generation of PR people are writers, videographers, content creators, pollsters and community builders. I think that the industry itself will start to attract a new kind of Renaissance person who is less a specialist and someone who is more comfortable working, interacting and creating in the new vernacular of the social web.

]]> By: Matt Gentile http://edwardboches.com/maybe-2010-will-be-the-year-of-real-marketing-change/comment-page-1#comment-3369 Matt Gentile Thu, 21 Jan 2010 21:54:46 +0000 http://edwardboches.com/?p=3244#comment-3369 As a PR and Comms professional of many years, do you feel as though pr pros will experience more opportunities and be more free to express themselves as individual creators in the new paradigm shift you've outlined above? Regards, MG at C21 As a PR and Comms professional of many years, do you feel as though pr pros will experience more opportunities and be more free to express themselves as individual creators in the new paradigm shift you’ve outlined above?

Regards,

MG at C21

]]> By: edward boches http://edwardboches.com/maybe-2010-will-be-the-year-of-real-marketing-change/comment-page-1#comment-3353 edward boches Wed, 20 Jan 2010 18:22:14 +0000 http://edwardboches.com/?p=3244#comment-3353 Ben, No disagreements with your realistic assessment of the size/scope and percent of Pepsi's budget or the amount of visibility this project might generate. No doubt hard to rival the reach of TV for a packaged good brand. But on the other hand: Over 1000 submissions in a the first week. An acknowledgment by a major brand that you have to inspire community participation and earn respect, not simply broadcast messages or sell a product. A public statement that the traditional and expected SB spot, while still culturally important and relevant, isn't the only way to go. And one more rung on the social web ladder that is moving the consumer and individual from a spectator, to a distribution channel, to a content creator to a equal partner in the new value exchange between a brand and its community. I was not implying this is the end of the old, just that it might be the beginning of yet another acceleration into the new. Ben,
No disagreements with your realistic assessment of the size/scope and percent of Pepsi’s budget or the amount of visibility this project might generate. No doubt hard to rival the reach of TV for a packaged good brand. But on the other hand: Over 1000 submissions in a the first week. An acknowledgment by a major brand that you have to inspire community participation and earn respect, not simply broadcast messages or sell a product. A public statement that the traditional and expected SB spot, while still culturally important and relevant, isn’t the only way to go. And one more rung on the social web ladder that is moving the consumer and individual from a spectator, to a distribution channel, to a content creator to a equal partner in the new value exchange between a brand and its community. I was not implying this is the end of the old, just that it might be the beginning of yet another acceleration into the new.

]]> By: Tyler Hurst http://edwardboches.com/maybe-2010-will-be-the-year-of-real-marketing-change/comment-page-1#comment-3352 Tyler Hurst Wed, 20 Jan 2010 15:30:50 +0000 http://edwardboches.com/?p=3244#comment-3352 Agree with Ben here. This is a very small test and nowhere near a wholesale change in advertising strategy. .-= Tyler Hurst´s last blog ..<a href="http://feedproxy.google.com/~r/TylerSays/~3/Q1vfnPIhmdQ/community" rel="nofollow">This is not the community you’re looking for</a> =-. Agree with Ben here. This is a very small test and nowhere near a wholesale change in advertising strategy.
.-= Tyler Hurst´s last blog ..This is not the community you’re looking for =-.

]]> By: Ben Kunz http://edwardboches.com/maybe-2010-will-be-the-year-of-real-marketing-change/comment-page-1#comment-3351 Ben Kunz Wed, 20 Jan 2010 15:13:39 +0000 http://edwardboches.com/?p=3244#comment-3351 Of course, social media fans could be reading too much into Pepsi's recent move into social media. Pepsi is a $43 billion company that spends about $1 billion annually on advertising. So now it is dropping $20 million on social media ... but that's only 2% -- the equivalent of telling your financial advisor you'd like to put a tiny fraction of your own investments into something a little risky. The other 98% is in more traditional fare; Pepsi just rebranded recently and has a massive outdoor campaign almost everywhere in the U.S. promoting its new logo. Yes, Pepsi is smart to test social media, but its current investment does not indicate a wholesale change in strategy, simply a small investment to test the waters. I expect we'll see Pepsi on TV and billboards for decades to come, since those investments generate more certain returns. The larger issue for social-media commentators is we often get distracted by the "noise" of something happening, without keeping it in perspective. "Big Brand X is doing Y in social media Z! Validation!" Um, no. In terms of dollars spent, Facebook generates pennies per user. In terms of hours used, television still gets far more share of eyeballs that Twitter. We have a duty to advise clients of what is coming, but we also need to communicate the overall balance of each tool vs. what the market is willing to spend, and what respondents are willing to accept. .-= Ben Kunz´s last blog ..<a href="http://www.thoughtgadgets.com/2010/01/why-foursquare-clowns-around.html" rel="nofollow">Why Foursquare clowns around</a> =-. Of course, social media fans could be reading too much into Pepsi’s recent move into social media.

Pepsi is a $43 billion company that spends about $1 billion annually on advertising. So now it is dropping $20 million on social media … but that’s only 2% — the equivalent of telling your financial advisor you’d like to put a tiny fraction of your own investments into something a little risky. The other 98% is in more traditional fare; Pepsi just rebranded recently and has a massive outdoor campaign almost everywhere in the U.S. promoting its new logo.

Yes, Pepsi is smart to test social media, but its current investment does not indicate a wholesale change in strategy, simply a small investment to test the waters. I expect we’ll see Pepsi on TV and billboards for decades to come, since those investments generate more certain returns.

The larger issue for social-media commentators is we often get distracted by the “noise” of something happening, without keeping it in perspective. “Big Brand X is doing Y in social media Z! Validation!” Um, no. In terms of dollars spent, Facebook generates pennies per user. In terms of hours used, television still gets far more share of eyeballs that Twitter. We have a duty to advise clients of what is coming, but we also need to communicate the overall balance of each tool vs. what the market is willing to spend, and what respondents are willing to accept.
.-= Ben Kunz´s last blog ..Why Foursquare clowns around =-.

]]> By: James http://edwardboches.com/maybe-2010-will-be-the-year-of-real-marketing-change/comment-page-1#comment-3350 James Wed, 20 Jan 2010 14:43:01 +0000 http://edwardboches.com/?p=3244#comment-3350 For everyone's sake, I hope it's the former. Projects like this should reflect what a company stands for more than act solely as a campaign. I think that could be the biggest shift. For everyone’s sake, I hope it’s the former. Projects like this should reflect what a company stands for more than act solely as a campaign. I think that could be the biggest shift.

]]> By: edward boches http://edwardboches.com/maybe-2010-will-be-the-year-of-real-marketing-change/comment-page-1#comment-3347 edward boches Wed, 20 Jan 2010 03:11:12 +0000 http://edwardboches.com/?p=3244#comment-3347 James, I think we might see a lot of ramifications. One, it takes social legitimacy to a new level (not that it shouldn't be there already, but Pepsi is one of the biggest brands yet to visibly and vocally make this commitment.) It will give other brands reason and incentive to participate. It may alter the perception of who are the authorities on community marketing, dethroning the sm bloggers and those who've advocated this change for years to and replacing them with more mainstream brands and agencies who boast significant budgets and possess a knack for big, bold ideas. And finally, it may give consumers even more reason to expect, if not demand, this level of engagement from other brands. Of course, it could also bomb or disappear from the headlines if Pepsi doesn't really learn to master community and show long term commitment. In which case it will just be another Whopper Sacrifice, a big, buzzworthy campaign that comes and goes and gets talked about forever by advertising people but not by the consumer who has moved on to other things. James,
I think we might see a lot of ramifications. One, it takes social legitimacy to a new level (not that it shouldn’t be there already, but Pepsi is one of the biggest brands yet to visibly and vocally make this commitment.) It will give other brands reason and incentive to participate. It may alter the perception of who are the authorities on community marketing, dethroning the sm bloggers and those who’ve advocated this change for years to and replacing them with more mainstream brands and agencies who boast significant budgets and possess a knack for big, bold ideas. And finally, it may give consumers even more reason to expect, if not demand, this level of engagement from other brands. Of course, it could also bomb or disappear from the headlines if Pepsi doesn’t really learn to master community and show long term commitment. In which case it will just be another Whopper Sacrifice, a big, buzzworthy campaign that comes and goes and gets talked about forever by advertising people but not by the consumer who has moved on to other things.

]]> By: James http://edwardboches.com/maybe-2010-will-be-the-year-of-real-marketing-change/comment-page-1#comment-3344 James Tue, 19 Jan 2010 19:31:02 +0000 http://edwardboches.com/?p=3244#comment-3344 Great post and very thought provoking. I wrote a response on my own blog, "If this project works, things could change. They should change. That’s what proves it worked. This project shouldn’t be measured in the amount of clicks, views, submissions or votes. It should be measured in the overall difference it makes." Read the rest here: http://bit.ly/62RQWA Great post and very thought provoking. I wrote a response on my own blog, “If this project works, things could change. They should change. That’s what proves it worked. This project shouldn’t be measured in the amount of clicks, views, submissions or votes. It should be measured in the overall difference it makes.”

Read the rest here: http://bit.ly/62RQWA

]]> By: David Saxe http://edwardboches.com/maybe-2010-will-be-the-year-of-real-marketing-change/comment-page-1#comment-3343 David Saxe Tue, 19 Jan 2010 17:25:36 +0000 http://edwardboches.com/?p=3244#comment-3343 Gotta disagree on the Pepsi example, Mike. It's still early, but this is looking like one of the best examples of consumer-centric marketing I've seen. Referring back to Edward's original post, Pepsi has identified something their target ALREADY cares about and is offering to be the platform and supporter of that effort. The branding is certainly there, but I'm not sure people will care. They know that someone is backing it and it's certainly in Pepsi's best interest for them to know who it is. .-= David Saxe´s last blog ..<a href="http://davidsaxe.wordpress.com/2010/01/11/why-at-home-3d-is-a-long-way-off-if-it-hits-at-all/" rel="nofollow">Why At-home 3D is a Long Way Off – If It Hits At All</a> =-. Gotta disagree on the Pepsi example, Mike. It’s still early, but this is looking like one of the best examples of consumer-centric marketing I’ve seen. Referring back to Edward’s original post, Pepsi has identified something their target ALREADY cares about and is offering to be the platform and supporter of that effort. The branding is certainly there, but I’m not sure people will care. They know that someone is backing it and it’s certainly in Pepsi’s best interest for them to know who it is.
.-= David Saxe´s last blog ..Why At-home 3D is a Long Way Off – If It Hits At All =-.

]]> By: edward boches http://edwardboches.com/maybe-2010-will-be-the-year-of-real-marketing-change/comment-page-1#comment-3342 edward boches Tue, 19 Jan 2010 16:10:42 +0000 http://edwardboches.com/?p=3244#comment-3342 Mike: Yes. Seems that '09 was the beginning of the shift in a big way. Interestingly, this stuff has been written about for years from Cluetrain to Clay Shirky. And consumers and individuals themselves have embraced the behavior that was predicted. But all of a sudden it appears that brands and marketers are really starting to get it. If you look at the new emerging models - a future post - crowdsourcing, digital platforms, apps and utilities, CP&B's emphasis on talk value, they all have one thing in common. The consumer plays an active role. Mike:
Yes. Seems that ’09 was the beginning of the shift in a big way. Interestingly, this stuff has been written about for years from Cluetrain to Clay Shirky. And consumers and individuals themselves have embraced the behavior that was predicted. But all of a sudden it appears that brands and marketers are really starting to get it. If you look at the new emerging models – a future post – crowdsourcing, digital platforms, apps and utilities, CP&B’s emphasis on talk value, they all have one thing in common. The consumer plays an active role.

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