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BOB FRIEDMAN: The question of advertising and how it is
relevant and how it's used is changing very radically.
I'm not even so sure that the name "advertising" is really
not today a misnomer.
STEPHEN L. BAKER: We used to get captive audience.
There weren't too many choices, and if we wanted to
watch something, we had to endure advertising.
And advertising still has a bad
reputation because of that.
FRANK ROSE: Sending a message that interrupts whatever the
user is supposed to be doing, whatever they want to be
doing, is really no longer an effective strategy.
CAROL CONE: We are now in a reset world because it's not
about creating fake emotion.
It's finding real emotion.
KEVIN WERBACH: There's really only one audience, and there's
really only one platform.
It's people, and they're interacting with one another.
SETH GOLDSTEIN: In social, the message isn't going to go from
the advertiser to the person.
It's going to go from the advertiser through people to
their friends and to their followers and to their
colleagues.
JIM LECINSKI: There is another group of people raising their
hands, saying we can help, too.
We want to be part of the conversation.
BOB BAROCCI: Brands can't force their way into the
conversation.
Lots of brands would like to, and that's a major mistake.
JOHN GERZEMA: One of the big challenges I think that
marketers need to understand is they can't control these
communities, but they can clearly enhance and sort of
create an environment for them to flourish.
MARTIN NISENHOLTZ: What makes great advertising relevant is
whether you feel a connection to the
story that you're hearing.
Most advertising tells a story.
LORRAINE TWOHILL: It really is about creating relevant,
useful, engaging content that people can enjoy, learn
something from, find it useful, pass on to others,
talk about, share.
JONATHAN CARSON: Consumers are hungry for relevant
information about brands and products, but it's got to be
delivered on terms that the consumer finds valuable to
them
DAVID KIDDER: You're next to your brand in conversation
with your customers.
And so you no longer can kind of convince them of what's
true about you.
They have to tell the story of what's true about you.