The Finest Example of Technology Marketing Thinking I’ve Seen in Years…
Mark H. Goldstein | CEO
John Deighton, the Hal Brierley professor at the Harvard Business School, has authored a seminal piece, titled “Digital Interactivity: Unanticipated Consequences for Markets, Marketing and Consumers.”
He states (and I agree) that social media and search marketing have created an environment where marketers have lost control of the message and the ability to control dialog. He argues that consumers control the information, spin and edits; the best that marketers can do now is seed a message and product to market and hope it sticks. I encourage everyone to read his article and I thank our direct competitor, Hal Brierley, for endowing this chair at Harvard and contributing to this thinking. Thank you Hal!
October 8th, 2007 at 6:34 pm
I tend to agree. The job of the ‘brand marketer’ is less about control these days and much more about monitoring reputation and consistent effort to ‘push the ship’ into the right direction. One of the reasons why I encourage corporations to blog is so that they can lead the conversation rather than react to it. If you’re late to your own party, you’re not presented in the best light!
October 9th, 2007 at 11:26 am
[...] Consequences for Markets, Marketing, and Consumers — HBS Working Knowledge Hat tip to Loyalty Lab for this great find. For digital marketing practice and theory, the last decade has brought two [...]