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Andy Hobsbawm
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'Less campaigning, more sustaining' urges Digital Summit keynote speaker

Utalkmarketing - Andy Hobsbawm, ex Chairman of Agency.com and digital strategy guru kicked off today’s UTalkMarketing Digital Brand Strategy Summit, saying that modern marketing is "less about campaigning and more about sustaining".

Hobsbawm used his keynote speech to highlight how the Internet has changed the nature of the media system. “We’re talking not just about a marketing change, but a world system change,” he said.

Hobsbawm told delegates that fragmentation meant brands could no longer control the flow of information. “Fifty years ago brands could access large sectors of the population in one go, but fragmentation has changed that.

“Modern branding happened in an era of industrialisation. The media industry is an industrial product. TV, film – they are capital intensive, mass market mass products.

“Media used to be given in blocks to people in large numbers and brands could control what went out – and it was difficult for consumers to question things in the media. The Internet has changed that,” he said.

“That’s why modern marketing has become a global conversation – everything that people say, think, gossip and moan about has become part of what makes the media system. If you’re a marketer and you’re not involved with this it’s your choice, but it’s going on without you.”

Hobsbawm used a recent Google search on Dell as an example. “I recently did a search for Dell customer service. The top two results were Dell controlled, but the results listed from the number three to the number ten position contained things like ‘I tested Dell and they failed’ or ‘want to complain to Dell, forget it’”, he revealed.

“Dell spends $1.5 billon a year on advertising, yet brand association is what Google says it is – this is about the shift in control.”

“Your logo isn’t what you say it is – it’s what 300 people on Twitter say it is,” said Hobsbawm – using Gap as a recent example. The retail giant was forced to revert back to its old logo after a new logo, widely disliked, prompted an outcry on Twitter.

Hobsbawm also iterated that it is crictical to understand the customer journey, which the Internet has evolved. “The journey is no longer linear, it’s a continuous flow. Brands also need to think about what happens after a person buys a product – reviews are in real time now and this is directly related to sales and marketing,” he said.
Source : Originally Published Utalkmarketing, Nov 25, 2010
Celebrities : Andy Hobsbawm
Categories : Business Speaker News
Posted 11/25/2010 12:11:29 AM | Permalink
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