Comments on: The Future of Marketing – BusinessWeek http://www.darrenherman.com/2007/04/05/the-future-of-marketing-businessweek/ Marketing, Media, and Technology Conversations Wed, 8 Feb 2012 19:55:30 -0500 http://wordpress.org/?v=2.8.6 hourly 1 By: Doug http://www.darrenherman.com/2007/04/05/the-future-of-marketing-businessweek/comment-page-1/#comment-2855 Doug Mon, 23 Apr 2007 20:52:16 +0000 http://www.darrenherman.com/2007/04/05/the-future-of-marketing-businessweek/#comment-2855 Creating press and buzz is the agency's job and creating the product/service is the client's. When it comes to the magic of building a brand, it shouldn't be too surprising for people to think that what they can control is less important to success then what they can't control. Creating press and buzz is the agency’s job and creating the product/service is the client’s. When it comes to the magic of building a brand, it shouldn’t be too surprising for people to think that what they can control is less important to success then what they can’t control.

]]> By: marc http://www.darrenherman.com/2007/04/05/the-future-of-marketing-businessweek/comment-page-1/#comment-2121 marc Sat, 07 Apr 2007 21:53:43 +0000 http://www.darrenherman.com/2007/04/05/the-future-of-marketing-businessweek/#comment-2121 Great question! I think the answer is found in the mind-set of client and agency. *Typically* clients are more sensitive to ROI than agency personnel. *If* a sound business can can be illustrated to show benefits to bottom line from press and buzz then I would guess that client's would be more likely to answer "true" to the above question. Although more challenging to quantify, Buzz and PR efforts are more useful in many cases to building a brand than typical media-buys in this current over-saturated media environment. It's not as easy as buying :30 spots and bill-boards to build brand. You need to get viral and stimulate some love for your new brand... buzz and PR are perfect for that ... and TiVo will keep you on your heels to get it the "old-fashioned" way. Great question! I think the answer is found in the mind-set of client and agency. *Typically* clients are more sensitive to ROI than agency personnel. *If* a sound business can can be illustrated to show benefits to bottom line from press and buzz then I would guess that client’s would be more likely to answer “true” to the above question.

Although more challenging to quantify, Buzz and PR efforts are more useful in many cases to building a brand than typical media-buys in this current over-saturated media environment. It’s not as easy as buying :30 spots and bill-boards to build brand. You need to get viral and stimulate some love for your new brand… buzz and PR are perfect for that … and TiVo will keep you on your heels to get it the “old-fashioned” way.

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