FOOA: Advertisers, Bloggers, and Conversations

We could talk about the neat products I saw at the Future of Online Advertising (FOOA) conference.

We could also review presentations that stood out as unique or valuable, but others have done a great job with that already.

I’d like to talk about a theme that came through over and over again and extended well beyond the conference to dinner and a party.

Find the conversation where it is occurring and join it there.

Lately, the buzz is all about “conversation.”

But, what is a conversation?

If I go to the mall and scream at people as they walk by are we having a conversation?

If I only want to talk about (and hear about) what interests me, am I participating in a conversation?

If my only goal is to convince you to do something, are we conversing? And if so, is it genuine? Can we have a conversation if one or both of us isn’t listening?

Many companies approach advertising, marketing, and sales by attempting to engage their "target" to get what they need.

It's all about them!

It takes credibility to start a conversation.  It takes time, sincerity, and consistent action to develop credibility.

The credibility needed is NOT convincing customers that the company is a quality producer of product “X”. It’s demonstrating that they genuinely care about customers and want to contribute to the customer’s environment in a meaningful way.

Could the future of advertising be building genuine relationships through meaningful and authentic conversations and contributions?

Then doesn't it make sense to build credibility by joining conversations where they're occurring?

Comments

[CK]

Having met the absolute delight that is YOU, I think you should be giving the above advice in front of audiences...and I'd love to see you do some broadcast. You have the savvy and personality for it.

You've certainly made an impression on me. As per the above, would love to go to the mall and yell at people with you (just for some fun...is that evil?).

[ann michael]

CK- aside from dazzling me with your marketing brilliance, you also crack me up!

Let's just stay away from malls in Des Moines - according to Tim Johnson they're a tough venue!

[Sean Howard]

Wow.

I pray more people hear and HEED your words, Ann.

And yes, it does make sense that conversations should occur naturally. And I love your question about shouldn't it happen then where these convesations are occuring...

Here's a story.

A snobby friend calls and is having a party. You arrive and it turns out to be a sales pitch. She isn't listening, but rather is showing her new products and has order forms. And there's a space on the order form for any "off-topic" questions. Sound crazy? Well, it's not in a lot of "online community ventures" by the big brands...

[ann michael]

I think I know him :-)