As advertising, especially local advertising, is being reinvented right before our eyes it’s fun to watch new things come into view and then either morph into something worthwhile or go away.
Recently in a meeting with a brand manager and their advertising agency the subject of Twitter came up and I think we all agreed it’s worth watching and even experimenting with but let’s not make it a major part of any advertising effort.
Well Harris Interactive just released a report that indicates we’re not the only ones thinking this way.
This is a very interesting time to be involved in advertising as new things come and go or become a real part of the way we communicate with consumers.
I’ve been in advertising for a very long time and I still remember working on product sale brochures where the first step was to take last year’s brochure and start to mark it up. In other words, just update what we did last year. Now I believe if you’re doing business the same way you did it last year you’re going out of business. Today the first step should be to look at what you did last year, put it aside and start from scratch. If you end up with the same solution as last year you made a mistake, try again.