When it comes to “creativity”, some investors and clients can suddenly believe that they’re facing intuitive people with beautiful and crazy tactics, but that it’s not “real” marketing. This is probably the consequence of a century of client/advertising agency relationship: on one side, you had the account executives, the serious guys, who sometimes invited the funny guys aka the creatives, to pitch ideas and better entertain the decision-makers.
But this time is dead. Fun is not really enough in tense markets, and in the meantime, the traditional rational guys actively look for new ways to convince and reinsure. Using Social Media is naturally a great step forward: listening is a support activity for diverse marketing objectives (understanding a dynamic consumer journey, following communities and getting some insights related to a brand or to an interest); whereas “engaging” is one of the most sought action for companies. At the end, Social Media allows us to measure, because we now leave digital footprints anywhere… Read more