Spreading the Gospel of New Media
New media evangelism in the direct response industry begins to remind me of biblical tales of woe, the Old Testament tales where prophets are slaughtered or exiled or something along those lines. Or at least roundly mocked. It’s part of my personal story and also part of the state of the industry, and it’s truly unfortunate.
For those of us who embrace risk and are joyful and passionate in our approach to new media, evangelism can be the most grueling, frustrating part of the game. Trying to make a twitter proselyte out of someone who can’t figure out e-mail attachments? Yeah, it gets old.
Time after time when talking to DR agency folks, I’ve run into an impenetrable wall of mythology about new media. It’s fear-based, it’s preventing progress for all the worst reasons, it’s causing forward-thinkers to be punished, and it’s simply untrue. The mythology includes the ideas that mobile commerce isn’t functional, that social media isn’t measurable, that R&D can’t lead to ROI, etc.
Recently, an agency CEO quipped about media/tech adoption, “You can lead a horse to water…”
Alright, so publications such as Electronic Retailer are leading the DR horse to water through education. Firebrands such as Marty Fahncke, Dana Todd, and a slew of others are leading the horse through sometimes-rabid evangelism. Research firms publish data saying that consumers are ready for new media. Clients are beginning to ask for more creative digital solutions.
I do begin to wonder: What’s it going to take to get that horse to drink…Damn it.
Jolie O’Dell is a mobile, social and evolving search enthusiast.
Tags: dana todd, Direct Response, Electronic Retailer, evolving search, jolie o'dell, marty fahncke, Mobile, social media, Social Networks
June 13th, 2008 at 9:22 am
[…] a new media “firebrand”? Someone really nice over at Electronic Retailer blog mentioned me in their post today, and put a link to my site. In the interest of making it […]
June 13th, 2008 at 9:45 am
Firebrand?
OK, I have to admit…I had to look it up to make SURE I knew what it meant.
According to Merriam-Webster dictionary:
Firebrand = One that creates unrest or strife (as in aggressively promoting a cause) : agitator
Hmm. I guess you are right!
July 7th, 2008 at 1:55 pm
O hai!
Marty, yes, you and I are both awful firebrands! And proud of it, I’m sure. ;)
Here’s to shakin’ it up.
July 7th, 2008 at 2:09 pm
[…] After scrambling around Monte Carlo for the Electronic Retailer Association’s European show there, I return stateside to find my mugshot on the ER blog, along with some content about direct response’s adoption of new and evolving media. […]
August 5th, 2008 at 11:18 am
Hi Jolie,
Was nice doing the interview with you at Response in San Diego… It’s unfortunately in many cases like pulling a horse to water.
I think the real problem is that it’s not the minor tweaks to scripts or infomercials that DR marketers are used too. Yes, it’s worked for years, but how about increasing this business with something new?
If you’ll take the dare, any of you, click on my name and read my blog. All the compelling info, stats, etc. are there that almost everyone should have some form of mobile component in their marketing plans.
All the best! -Jon