If advertisers want something solid, something that is going to last, whether personal or brand, they still need to invest in relationships with consumers. It still takes time... they need to learn to build brand moments online to create lasting customer relationships.
According to Googles Vic Gundotra: "If we do things that are evil, with one click you can leave Google..." But given the myriad ways Google penetrates the Internet, it is nearly impossible to quit Google and preserve your privacy.
Why is interactive earning such a small share of brand advertising dollars? You could reason that it's cultural; historically marketers have looked to TV as the optimal brand-building medium, and you could assert that this thinking still dominates their point of view.
Google took a big step toward becoming a social branding channel by launching Google Plus Pages for Business this week. Will they succeed in attracting brands to set up their own identities and getting consumers to engage?
As we buckle in for yet another Advertising Week in NYC, it is worthwhile to reflect on some of the significant shifts we have seen over the past year in digital marketing and think about what it means for the future.
Branding consultant Simon Mainwaring was an agency star, but his work as worldwide creative director for Motorola at Ogilvy and other agencies didn't exactly point to his latest venture -- a book and social branding firm that aim to help create a more equitable world.