Saturday, July 15, 2006

Why bother?

Mich Joel beat me to the punch, but is so right. Gggrrrr .. he always does that. (Full disclosure, Mitch is President of Twist Image and Scotiabank is a client.)

Now more than ever before it is incumbent upon marketers to know what is going on and be part of the changing landscape by involving themselves in it.

Mitch writes:
"As Marketers, we have a duty to understand every channel of communication that people are using. When we make statements like “my schedule is too busy to add another appointment, like meeting in Second Life,” what you’re actually saying is, “I’m closed minded.” Our roles are to help our clients understand the world of new marketing and social media. Like it or not, it is greatly impacting how consumers live with brands and there’s no stopping it."

So right.

I've had countless conversations with senior client and agency side marketer/advertisers where eyes just glaze over when the words podcast, blog or viral are mentioned. When they do speak of them it is just lipservice - they don't get it. Downloading a podcast, participating in a viral or sms campaign, or contributing to a blog or wikki is a world they don't get and make no effort to understand.

I hope they do begin to show more effort, as the quote goes, "If you don't like change, you're going to like irrelevance even less" - General Eric Shinseki, Retired Chief of Staff, US Army (thanks Ken)

There is nothing wrong with saying, "I dont understand, help me figure it out". While there is a world of wrong with saying "it's not for me, there is no point, it is a fad and its just not important".


At 8:57 PM, Anonymous Ed Lee said...

Excellent point - i think that too many people are scared of looking like characters out of Dilbert when confronted with new technologies that they dismiss them altogether.

You can usually find these people desperately playing catch-up years too late.

That being said, Second Life is yet to really excite me. I know that there are endless possibilities but I haven't drunk from the same cup as hobson, jaffe, joel et al...yet. I'll poke around in it because I enjoy new things, but I'm not sure if i'll evangelise it to my clients in the same breath as blogging or podcasting.


At 10:56 PM, Blogger Michael Seaton said...

Thanks Ed,
I am a bit on your side with Second Life. I have been there and checked it out. It is cool and and I see the applications... but I just don't have the time to really delve into every element of it.

Here is the thing: at least we have been there to experience it first hand to form out opinions. As far as pitching it to clients... good luck! Have you checked out the Habbo Hotel? That is a bit less of a stretch, but under the same umbrella.

Thanks for your comments.

At 11:06 PM, Anonymous Ed Lee said...

I'll be sure to check it out Michael. In the mean time you may be interested to read this post I wrote a few weeks back after being inspired by the inimitable CC Chapman -

I suspect that if this sort of thing gets implemented within Second Life (rather like the podcast jukebox) more and more people will join up and it will become a much bigger social phenomonom (sp?!) than it is now. After all, what else drives the net than porn and sport?


At 6:54 AM, Blogger Mitch Joel said...

Ultimately, this is what the conversation is all about. I don't spend most of my real life in Second Life.

In fact, I don't use it that much at all.

I know about it. I know what it is. I know what it can do. I can navigate through it.

The point is, that I don't have to be living and breathing viral marketing or YouTube... I just need to have been immersed in it, so that I can make some decisions on the value and relevancy of it as it relates to this new world of marketing and communications.

At 10:07 AM, Blogger Michael Seaton said...

Thanks Mitch,


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