Mar 18, 2010

the campaign is dead?

Discussions at Ad:tech Sydney yesterday turned to the subject of stand alone campaigns and how they fit into the overall conversation that a brand has with its audience.

Doesn't it make perfect sense that once you engage someone and lure them into your circle, you need to have a plan for them?  Marketers too often have an extremely short-sighted view in their marketing timelines.  Is this because their performance reviews are quarterly?  Is it because they really just don't care about the bigger picture?

In any case, hopefully more marketers will slowly start to get the fact that firstly, all marketing is direct and the second you stop the conversation, be prepared to lose customers.

Put it into a face to face real world scenario.  You wouldn't start talking to someone if you're just going to walk away mid-conversation would you?

Would you?

More over at Mumbrella