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59% say both don't get it

I had a great panel Wednesday at the Ad Age Digital Conference. Ad Age provided an audience polling system, so we asked the question: "Who's to blame for the slow page of development of marketing on social media: (1) Agencies that don't get it (2) Marketers that don't get it (3) Both agencies and marketers". 59% picked both.

See my prior post on the topic!

Posted by Jim Nail on March 21, 2008 at 10:48 AM | Email this post Permalink
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Hi Jim,
How about agencies and marketers don't know how to bill for it?
I'm meeting with a friend at the biggest agency in Boston to get him up to speed on social media.
We advise our clients to try it since "getting it" is in the eye of the beholde or sales pitch of the charlatan.
Cheers, Adam

Posted by: Adam Zand | Mar 25, 2008 12:11:24 PM

Slow pace. I love it.

Remember when marketers were thoughtful and carefully considered their media mix? That was last century. Now that it's been almost four years since O'Reilly coined the term "Web 2.0" we're assigning blame to businesses for not figuring out how to market using the new technologies.

When I talk to other B2B marketers about what they are doing in social media, they almost always answer that they struggle to figure out how to measure it. In a world where marketing accountability is becoming less of a "nice to have" and more of a "gotta have," it's tough to justify experimenting with new media because the metrics are just so darned fuzzy.

I wonder who is doing a good job of both engagement and measurement. Any ideas?

Posted by: Steve Gershik | Apr 23, 2008 12:48:40 AM

Both agencies and marketers are slow. Who are the fast? Small and creative marketers with fresh mindset using social media to compete with the giants.

Posted by: Jason Vu | Apr 23, 2008 3:55:29 PM

Good point, Jason. It seems like the way of all new technologies. I remember in the early Internet advertisers it was never the #1 brand in a category, and rarely the #2 brand that was the innovator. It was always the #3 or 4 brand that couldn't match the ad budgets of the top brands that was forced to innovate to stay competitive. Necessity is the mother of invention!

Posted by: Jim Nail | Apr 23, 2008 5:17:01 PM

I will tell you who does get it, and it isn't agencies or PR firms, or marketers. It is COO's and CEO's and Managing Directors who are paid to move the needle for their business. They aren't interested in hearing marketing speak, they need results. When you show they results they get it. I am in the video testimonial business. We deliver content that delivers results and, although my sweet spot for years was agencies and PR firms, the new sweet spot is the people who need results now.
The next new postion at many growing business's is going to be Director of Content. Good corporations that will grow will have someone on staff who needs to gather and disseminate content across the varied platforms such as Sales, Marketing and Executive presentations on an as needed basis. Those that identify these people and get them on board early are the ones that will grow faster. I have seen the future and it is those who do get it.
Ask Ken Olsen, ask Dr Land, ask IBM about the old days, they will tell you.

Posted by: Larry Lawfer | May 21, 2008 1:00:48 PM

Interest concept: Chief Content Officer. Maybe it will replace the MarCom group and instead on producing forests of promotional collateral, they will produce useful information to their clients and prospects.

Posted by: Jim Nail | May 21, 2008 1:19:51 PM

After doing dozens of demos during the last few weeks I actually think the PR people are starting to get it. The ad people are a little further behind but the savvy clients are pushing for more insight into social media.
As for how to bill for it, read my blog...

Posted by: Martin Edic | May 21, 2008 2:47:36 PM

Did this blog end?

Posted by: Paul Davidson | Jun 27, 2008 12:18:22 PM

I have been on hiatus for a while. I'll be back posting soon.

Posted by: Jim Nail | Jun 27, 2008 1:48:36 PM

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