Is the Web really moving so fast that the recently bold innovative, interactive marketers are now the "traditional" media...?

Are they obsessed with RIA/Flash based "orgies" for the senses and missing the boat a little on the "new" marketing, the conversational marketing, the blog marketing, the social software, etc.?
I was listening to a rant the other day on Joseph Jaffe's podcast, and the rantee kept saying a phrase that brought back memories of the heady days of the dotcom era, namely "they just don't get it."
Now, I've got mixed feelings about that phrase, because in many cases it came to represent the hubris and arrogance that would sometimes creep into the culture of these agencies. But that being said, the successful interactive agencies probably have some structural and cultural problems that will get in the way of them jumping on this next wave.
From a recent report from Forrester, Interactive Markters had this to say:

Just 13% reported using blogs or social networks in marketing, and 49% said they had no plans to do so in the next year.

If that's the marketers, then what hope do the clients have? Talk about the blind leading the blind.
If you then read this article here, it seems that McKinsey is taking a leadership position in getting some old and new media leaders to get together in New York. Mind you, in support of the idea that what used to be new media is now traditional, take a read:
McKinsey, the management consultancy, is understood to have asked senior executives from old and new media groups alike .... from Yahoo to YouTube...

From "Yahoo to YouTube..." that's pretty funny. I wonder if anyone from Technorati is going?
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Interactive Marketers: The New Sticks In the Mud?

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Karl Long, straight talk, critical thinking, and strategic vision. Karl is fascinated in what happens and what value can be created "in the space between" customers and businesses, it is this space that customer experience happens, brands are built, value is co-created, and sometimes customers are let down.

Karl likes to focus on these areas and is a passionate believer that companies that pay attention to this space, like Google, Netflix, Amazon, ikea & ebay, create the strongest brands that essentially market themselves.

Karl writes the number 2 site on the topic of customer experience at - customer experience strategy est. 2003, where he explores the marketing, branding and design implications of customer experience.

More recently Karl started up - microbrands & micromarketing to explore what he thinks is next generation marketing and branding that will rely on non-traditional marketing channels, like blogs, social software and co-created content.

Karl holds an MBA in Design Management from the University of Westminster in England and currently lives in the South of Florida for his sins.

Feel free to get in touch:

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