AdAge.com posted a great video today from a speech Joseph Jaffe of Jaffe Juice gave at the Association of National Advertisers' Integrated Marketing Conference where he discussed social media marketing mistakes from top marketing companies such as Target, T-Mobile, Starbucks and Sprint.
I have discussed several of the marketing campaigns that Jaffe cites in his speech here on MarketingBlurb, and he does a great job of describing how these companies missed key opportunities to embrace social media and adapt to the opportunities created by new media to realize long-term marketing rewards.
You can follow the link to watch Joseph Jaffe's social media marketing mistakes speech. It's spot on. I particularly like this quote, "If we are truly to change the way we do marketing, then the marketing department has to change."
I agree that his analysis was spot on. I also remember the viral effects of all the specific incidents he references, they were not good.
The thing is that smart people are starting to dig deeper into advertising. It only seems like a new phenomenon because viral information travels so fast and all of the opinions create a great deal of noise. Before, marketers could almost ignore consumer responses because they were either extremely loud or drowned out by other noise. People are finding ways to be heard; I hope it makes for smarter business and marketing especially.
Posted by: Kimberlee Morrison | June 27, 2008 12:42 AM | Permalink to Comment