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December 29, 2007

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Ron Baker

Wow Michelle, great comments, both here and on Maister's blog.

I especially loved this: "Personally, I don't see it as my role to 'convince' anyone to move in this direction...As a service provider, I have no interest in helping people implement something they don't 'get' or believe in."

As someone who has attended both American Association of Advertising Agencies (4As) and Association of National Advertisers (ANA) conferences, and has worked extensively with agencies in the last few years, I concur with your observations about digital media (and Web 2.0).

In fact, in a year-end survey conducted by the 4As, agencies were asked the following question (results provided too):

Which advertising platform do you expect to take off in 2008?
Smartphone/mobile device -- 36%
Social networks -- 24%
Targeted digital cable -- 22%
Product placement/brand integration -- 12%
None of the above -- 6%

Like you said, don't bother benchmarking mediocrity in your own profession, always look to the leaders and those who are on the edge. I can assure you advertising agencies are far ahead of the curve over PKFs in this area.

Great stuff Cassandra! Will anyone listen?

David Koopmans

Thanks for picking up this thread Michelle; your contributions were as valuable as the post, which is really where social media gets interesting, isn't it? I sometimes make the mistake of seeing the world too much through the prism of someone who is very much involved in digital media, where in truth, many of our clients are not. Will it take the emergence of a new generation of business leaders before there will be a significant change? Look forward to reading more of your blog posts.

Shama Hyder

I agree with you Michelle that most service providers are forward thinking, but I also think that it is partly our job to educate and inform them of the opportunities available to them.

Michelle Golden

Thanks for all the comments!

Shama, thanks for saying this. I realize it could appear as though I contradicted myself in my comments on Maister's blog, but I feel like there is a really big difference between "educating" people about what opportunities are available (which you and I absolutely agree is our role) and "convincing" that they need to pursue the opportunities.

Whether we marketers are in-house or consulting, we clearly have incentive (ususally a desire to drive results for those we advise) to compel companies to try various new things. That is a given.

But when it comes to most initiatives (especially social media, as you as a blogger know well!) a half-hearted effort won't do. Passion and commitment are essential thus inspiration to choose that initiative (and keep it going!) must come from within. If initial persuasion is too strong, something like "buyers remorse" could set in when the reality of their role in it is apparent.

Good education will include honesty about the pros AND cons, rewards AND risks, advantages AND challenges. This seems to me the only appropriate way to pitch any idea, but especially blogging. It is my hope that the pros, rewards and advantages are compelling enough to light a fire. But no fire, no go, in my mind, with any marketing initiative. Do you agree?

It seemed to work with Ron Baker (above) who had an aversion to blogging but blames, er, credits, me with changing his mind. :-)

David B. Bohl @ SlowDownFAST.com

Michelle,

Thanks for a fantastic carnival and for including my post.

Regarding your comments, I appreciate your kind words regarding the first 1/2, and would suggest the following for resolving the issues you have with the second half. I need to keep things simple, so my take on things is that I can change things that I'm responsible for and must accept those things that I have no responsibility for, whether I like them or not.

David

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