This is a follow up to my previous post.
Today's Marketing Daily newsletter carried an article by Brian Hunt that does exactly what I was ranting about in my previous post.
Now, I'm sure Brian Hunt is a great guy. But he does work for Yahoo and probably needs to tote the corporate line in his writing. I agree with him that experience is key to effective brand marketing. It's always been that way. I also agree with him that good creative and top-notch writing and design are essential in building great campaigns, digital and otherwise.
My complaint is about how Hunt takes a cheap shot at traditional media: "...marketers need to envision a campaign that utilizes creativity, with a constant eye toward authenticity -- meaning it's not a two-way conversation if you're just jamming a message down the audience's throat."
There's no question that dialogue with consumers makes for better and more effective marketing. But to assume that this kind of interaction exists only on Facebook and YouTube and, er, Yahoo, and not in creative developed for other media is just dumb.
Brian, might I suggest you take a Marketing 101 course at your local community college? It might help you understand marketing communication a bit more broadly that just from Yahoo's perspective.