You marketing stuff in 2011?

This small snippet below from Rick Webb (founder of the fairly awesome Barbarian Group) really hits the nail on the head for those thinking about the near future of advertising. I think it’s the critical, simplified challenge for us all.. right now.

Hey Marketers: it’s great you stay abreast of all the discussions: how to engage in social, best practices of conversational marketing and leveraging influentials (buzzword bingo!). The theory of paid/earned/owned media is well played out and it’s not difficult to buy into the rationale. But here’s another big part of your job description: you make decisions.

And this one.. I think.. is what it’s all about in 2011:

That’s it. In a nutshell. You can either wait until it’s perfectly predictable – or shift some expenditure and get in there, measure, analyse and respond.

But be honest: you can’t just “be in social media” – you need to invest in creativity and content creation in that area. It can be a frightening shift, but it’s one that every single major marketer has already made or is in the process of making.

There are heaps of different ways to implement ‘social’ – and creativity is fundamental in being successful in these new environments – it’s not about formats. You have the choice to shift more of the money you’re spending on “buying time and space” over into content/product/utility that warrants and draws attention and involvement. All the other stuff like things going viral, getting in touch with the ‘influencers’, CRM, measurement, authenticity, conversational marketing, engagement etc etc stems from that simple challenge… and that one decision.

UPDATE: Apologies, I’ve been told I should have started this post with “Where has the year gone?”

2009 and optimism

John Battelle always seems to have a good sixth sense of the online industry’s mood (emotional zeitgeist..?). Here’s a quick thought on his experience from the recent CES conference in ‘Vegas:

But there was something else in the air, and after some reflection, I think I know what it is. I’ll call it The Ground. I got the distinct sense from the marketers, developers, and publishers I spoke with that they had, in the main, found The Ground – they had been falling, out of control, for a long time, and finally, they’ve found themselves on the other side.

I’ve been thinking a lot over the past couple of weeks about how our state of mind is going to shape our reality this year. Optimism and positivity might make all the difference over the next 12 months..

Read more: On Alice, Tik Tok, Marketing, CES, and Finding The Ground

The Oxygen Sessions

Recently Pat and I conducted the first two of our newly formatted Oxygen Sessions. The idea is to ‘let a little air in the room’ by covering themes relating to social behaviour, media consumption, online innovators, creativity, technology and trends. Our clients have engaged in these discussions with an encouraging amount of vigor and are hopefully forming their own opinions on the first two topics: “Disruptive Thinking” and “When Worlds Collide”.

To quote Salvador Paniker (as you do): ‘Better than a face-lift, to stay young we need to be permanently in a state of intellectual curiosity.’ More soon!