No one knows more about using the new Real-Time tools and strategies to spread ideas, influence minds and build business than David Meerman Scott. He's a marketing strategist, speaker, advisor to emerging companies, and author of ten books including three international bestsellers.
Many people tell me that their bosses, company executives, the CFO, and others in their organization are resistant to new marketing.
I point out that executives are just scared. But they aren't really scared of new marketing itself. They are scared of the unknown. They are scared of measurement other than sales leads and clip books. They are scared of media they don't use themselves.
People are comfortable doing the same old rubbish year in and year out. They spend tons of money at tradeshows. They spam their customers with inane email "campaigns" that typically include "offers" such as free shipping or some sort of discount pricing. They invest in television commercials and yellow page ads. They pay PR agencies the big bucks to get a mention on page 60 of a local newspaper, a laundry-list inclusion in an analyst's report, or a quote in the tenth paragraph of a story in a trade magazine that almost nobody reads.
I have a simple question for you to ask the naysayers:
"Are you thrilled with the company's current marketing & PR programs?"