September 26, 2007Advertising Week and the Blogosphere
Filed Under: Make advertising relevant again
|
|
I could be completely wrong about this as I'm using myself as a sample size of 1, but to my knowledge, Advertising Week did a fairly poor job of engaging and reaching out to the blogosphere (which is in of itself quite telling)
To be clear, I'm not solely pointing a finger at the organizers of Advertising Week (I know them well - individually, as well as the associations that prop 'em up), but am including the various companies (MSN and AOL for examples) that put on pomp and ceremony throughout the week, but failed to let anyone know about it.
Put it this way: of all the companies that should know better when it comes to reaching out to mainstream media journalists, surely you know by now that you should be thinking about supplementing this outreach with a social media flavored mix as well? Then again, maybe not.
Of the one event I was involved in i.e. the Firebrand launch, we absolutely reached out to the blogosphere for support and coverage. Other than that, not sure what else was done.
SPONSORSHIPJaffe Juice – brings a fresh new marketing perspective and commentary from industry thought leader and author Joseph Jaffe. Click here to find out more about sponsorship opportunities. Jaffe Juice continues below... |
TrackBack
TrackBack URL for this entry:
http://www.typepad.com/t/trackback/307546/21932086
Listed below are links to weblogs that reference Advertising Week and the Blogosphere:
Comments
I couldn't agree with you more. Seems like a huge ball to drop and big missed opportunities.
Some day they will wake up. Until then keep beating them all over the head please! They deserve it. *grin*
Posted by: C.C. Chapman
This seems to be happening more and more. It's as if the oxygen in the tradional marketing disciplines has been sucked out by new media. It's left otherwise smart, sensible people dizzy--prone to bad decisions. I sat through an event this week where a CEO from a giant global company keynoted. He gave the equivalent of a 40- minute commercial for his company--punctuated by showing several 30 second spots. The audience was 200 mayors from around the world. Yikes! They were furious. How's that for brand building.
Patricia Martin
author, RenGen:Renaissance Generation
Posted by: Patricia Martin
Well, look at it this way - by focusing on mass media, Advertising Week differentiates itself from all of the conferences out there that are trying to cash in on web 2.0. Not sure if that was an intentional part of the strategy, though.
Posted by: Peter Kim
Perhaps they're in denial..."If we pretend social media isn't there, advertisers won't shift their budgets from traditional advertising investments to viral marketing campaigns."
Posted by: Susan Gunelius
I haven't even heard about this. Seems like a major communication problem.
Posted by: Dan Schawbel
Ha! My bet is they didn't think to invite bloggers, because they don't know why or how. There are thousands of people in the industry who don't follow blogs or know how to reach the top authors.
It's like Porter said in his Five Forces: you gotta watch for entrants and exits. There's a new force in town, a market entrant called Web 2.0, and the marketers who don't see it coming won't get it -- or the opportunity it presents. www.thoughtgadgets.com
Posted by: Ben Kunz
