Advertising 2.Oh! Recap #2

March 26, 2008 at 9:51 pm (advertsing, new media, PR, PRSA, PRSSA, public relations) (, , , , , , , , , , , , , , )

Click here to read Advertising 2.Oh! Recap #1

In Lance’s presentation, he quoted Gene Dewitt of DeWitt Media Strategies. DeWitt had said that in five years, every company will need their own network. This doesn’t mean like taking over a network like Disney did, but every company will need its own network to help form digital relationships with customers. This gives opportunity for it to be the customer’s idea to form the relationship (and they expect you to be available for them). Lance also made a point that we are not just marketers; we’re programmers too.

Lance said that the “old rules” still apply, such as understanding your brand, etc . But now the focus has shifted to two-way conversation. Also, the consumer has more options now. Instead of just the original two options, ignore and engage, they can now reply.

Consumers will want to engage if the message is compelling (entertaining) or interesting (offers information). There is also responsive engagement. This would include brand offers, sweepstakes, etc. Interactive engagement is when the audience creates (and usually controls) the conversation.

1 Comment

  1. Advertising 2.Oh! Recap #3 « A Step Ahead said,

    […] March 26, 2008 at 9:55 pm (PR, PRSSA, advertsing, new media, public relations) (advertising, Advertising 2.Oh!, blogs, brand, branded books, branded cinema, branded remix, branding, community, consumer, networks, new media, on demand, public relations, search, shopping, Steve Lance) Click here for Advertising 2.Oh! Recap #1 or here for Recap #2 […]

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