Feb 13 Posted 9 years ago Josh,
I had to leave but your summary was right on. Like you I appreciate Doc's naivete but I do think he's right about the end of advertising as we know it. On the selling company's side is a wealth of information that in the past was only available after the Nielsens came in. So there is no longer any reason not to listen to the customer, without the intermediaries, especially when that listening can be aggregated and made more real. When the customer's attention is at such a premium why not give him the impression that he is being heard? Does this mean the end of the campaign? Or does the campaign become something more like three-dimensional chess, one move here and another move there? (But not adversarial.) I think what is going to become more clear is not, as was alluded to at the meeting, that there will no longer be a transaction but that the transaction will take place only after the customer is fully engaged, and at that point the transaction makes perfect sense to both the customer and the vendor.
Feb 13 Posted 9 years ago
Weâ€™ve come to know Doc personally and all we can say is his mind sees the obvious while the masses see and engage in the clutter of the moment. Docâ€™s heart is as deep as his mind is broad and his perspectives are worthy of attention to those wishing to lead rather than follow.
Seeing things as they are and speaking to the obvious is frank, honest and given his reach and influence his perspectives are disruptive. Disruption is what we need to maximize the social web benefits in front of us by letting go of the paradigms behind us.
What say you?
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