Tuesday, February 3, 2009

How Obama's 'Permanent Dialogue' Affects Marketers

AdAge: The new Communicator-in-Chief will change what consumers expect from all of us, writes Pete Snyder.

1. The battleground for both consumers and ideas is online
2. The permanent dialogue has begun.
3. Consumer expectations will change.
4. You'll need an active, authentic voice in the conversation.


I'm sorry? Where have you been Pete? This is what we've all been trying to do for months!

This is old hat. This reminds me of the time that a home and garden division of a magazine publisher, came in to present groundbreaking research. Groundbreaking as in: as families get larger they up scale and upsize. As newer technology for the home comes out, people purchase.

BOR-ING

We've seen all this shite before dood. We've known it for a very long time, and if you're only figuring it out now, you have problems. Well you admitted to voting McCain, that's already pretty big.
The only thing Mr Obama did, was show marketers that you can do this, you can use the technology and see positive results. And as my former colleague Mr Monté says in his feisty comment, Obama lacked interaction and responsiveness. At least Malcolm Turnbull and Kevin Rudd have learned in Oz.

I still can't believe this Snyder chap writes that consumers have changed like it just happened. Forget that and try catch up. Consumers are now 10 steps ahead of marketers. They know the dance and if you aren't working out ways to woo them with new methods and tech, you are absolutely up poo-creek with no paddle to speak of.

3 comments:

Pete Snyder said...

Wisey --

Hope you don't mind me hopping in. absolutely love the pic and def will borrow that if you don't mind (and perhaps a paddle too). I think there is a shack like that not too far away from where I grew up in Pennsylvania...or maybe that was in a movie. I digress.

One correction though...you stated "what we've all been trying to do for months" - my aussie friend (and I hope that can be the case as we get to know each other), we've been doing THIS for over 10 years!! http://tinyurl.com/c2mb9c (Note: didn't add this as a plug, but as back-up for my point).

I appreciate your sentiment and do think it is funny, but the point of the article wasn't that this is all new- although the fact that American voters now expect to hear DIRECTLY from the President vs other forms of comm is VERY new. Big behavioral implications there. The real point was to take an event (inauguration) that captured the eyes and attention of the US and much of the world and use it to clunk -- perhaps with my new trusty paddle - the rest of the world that still isn't listening to consumers -- who still don't have an authentic voice -- and trust me, there are many industries and brands that haven't come on board in the past few months... or years.

I was thinking it made a better point to use the biggest brand building and social media campaign in the world (and I'm not saying that as a self-centered Yank...I think many would be hard pressed to find a bigger brand roll out in the past two years) as an example than say, the Whopper freak-out. So target audience wasn't for the marketers who have been engaging in and championing social media for a few months or for years and years and years, rather its for all of the other marketers and brand execs who still are lagging far behind and may see this event and finally wake up.

btw -- very jealous of your Sydney Medal experience - that must have been amazing.

Many thanks...paddling along now,

Pete

wisey said...

Ohh Petey Pete,

I don't mind you hopping in, I just wish I understood most of what you were on about.

Firstly- I do agree with you and it's my fault that I wasn't clear enough. It has been years of the new stuff, but things change/develop quickly, we move on to new phases. We're in a newer, more sophisticated phase right now.
My reference of "the last few months" involves these new phases.
e.g. Consumers have their own social circles, in the real world and then these circles exist in the online world- with just as much depth and strength as on dry land.
That other shite is old hat dood. I do mention that quite extensively. Been there, accomplished, done that.

And in case you don't know, I understand the US market quite well, having worked in New York. I've only been back in Aus for 3 months. So it's all quite fresh Mr Snyder. I certainly got enough of a good feel for what is going on over there.

I also happen to know that the internet is g.l.o.b.a.l, something my american friends often forget.

To wrap up, I'm not exactly sure what you're on about. Some things you mention now conflict or differ from what you said in your other article. I think you need a rewrite.

Pete Snyder said...

Wisey -

Re-reading both comments here, I now have to chuckle and see your confusion. My sincere apologies. Ever feel trapped in a syntax error? When I said "rest of the world" I meant that in a figurative sense, not a literal, thus, global sense... something I should have been more careful of when engaged with an Aussie whether they are in the NY or in Australia. Of course some of the best minds and players in the industry are not in the US. By "rest of the world" I meant those not paying attention to social media -- in the US or anywhere else around the globe.

Hope that makes a little more sense -- so your re-write suggestion might not be off base!

We've been following the jacket stunt too -- good post today.

Pete