The Future of Marketing – BusinessWeek
BusinessWeek just released their Future of Marketing piece and they highlight quite a few areas. Without stealing all of their thunder, I want to show one area in particular:
True or False: Generating press and buzz is the most important part of building a brand.
What I want to ask is why there is a 21% difference in expecations between agency/client? If generating press and buzz is so important, this typically doesn’t happen with brand advertising… and isn’t that where the largest budgets exist?
My thoughts with buzz/viral marketing are exactly aligned with the quote from Linda Cornelius, managing director at Ogilvy & Mather, “If buzz translates to trial and sales, then that’s great. But you know you don’t want to be just a flash in the pan…”