Remember how they said Internet Changes Everything? Well, social really does change everything. In the past few months, we have seen example after example of the power of social media. For marketers, this means that we no longer have the control over our brand that we used to.
In his film, he argues that companies for decades have behaved abominably and then used advertising to cover up their behavior. The Internet, by giving consumers a voice, has rendered that strategy useless because consumers can now sink a brand with a blitz of online complaints. His advice to big brands: instead of pumping millions of dollars into advertising, why not invest that money into actually fixing your company? Don’t just say you’re great—actually try to be great. Once you’ve done that, you can use social media to spread the word.
And that, Rosenblum says, is what the new age of advertising should be: not putting pointless ads on websites or blasting stuff at people on TV, but finding ways to accelerate the word-of-mouth advertising that people already are doing. On behalf of everyone who hates being bombarded with these crappy ads that clutter up the Web (which I think is pretty much everyone), I say: bring it on.