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| Good marketing practice is not that difficult. It just seems that it’s so much easier to screw it up.
Whenever I’ve been in a meeting room where marketers are discussing social media, everyone agrees unanimously that the difference between it and straightforward advertising is that it’s a two-way street. Twitter and Facebook are platforms for conversations. In strategic meetings, at conferences and in marketing textbooks everywhere, everyone says they understand this. And yet in practice, it’s so very different. Today, this tweet appeared on my timeline. It made me quite annoyed. While I’m sure there is the equivalent of the juice from eight apples in a pint of Strongbow, by omission it very clearly implies that this is all there is. It suggests that the apples are squeezed, the juice is fermented, and that’s basically it. But this is completely untrue. Strongbow is approximately 37% apple juice . If that’s the wrong figure, I’ll happily correct it if anyone from Bulmers – now part of Heine … |
Source: Pete Brown
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