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New Media Marketing Tools Move Beyond "Reading and Clicking"
06/14/2007
Because people no longer want to interact with content just by “reading” and “clicking,” new media marketing tools like YouTube and My Space are now advancing very real and serious issues, with one of the best examples being the Presidential race for 2008 where users can now post video questions for the potential candidates. In June of 2007, Jason Alcorn, from Virilion's Boston office, along with VPs from Gather.com and Cone Interactive, discussed with members of the New England DMA just how cutting-edge marketers leverage the power of these new applications to give people what they want to create innovative experiences. The audience’s concerns and questions included: the role of social media in a business-to-business environment, how to manage the risk vs. the opportunity, how to decide whether to build new or to leverage existing online communities. Jason Alcorn spoke from the agency perspective as to how organizations need to cede control – but that ceding control often leads to opportunities to respond/take control/participate more effectively, e.g. the counter-example of Jeff Jarvis and Dell . Smart decisions can be made about how and when to cede control – it should be planned, and the response or chain of command for response should be planned as well. To talk to Jason more about this panel discussion, email him at Jason Alcorn.
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