CITIZEN MARKETERS: When People Are the Message is the much anticipated follow-up business book from Ben McConnell and Jackie Huba. I’m an unabashed McConnell/Huba fan which began when I read their first book, CREATING CUSTOMER EVANGELISTS, back in December of 2002.
CITIZEN MARKETERS looks to be right on trend as a continuation of the CREATING CUSTOMER EVANGELIST message. After all, it’s the customer evangelist turned citizen marketer that’s driving much of the social media we are exposed to on YouTube, MySpace, podcasts, and blogs.
However … not everyone in the marketing biz is thrilled to see the rise of the citizen marketer. One such citizen marketer-hater is David Jones, global CEO of Euro RSCG.
At the recent IDEA CONFERENCE put on by Advertising Age, David Jones blasted the concept of everyday people creating marketing ideas. Instead, he steadfastly believes it’s the advertising agency that must be the entity to create brilliant ideas and that consumers should consume the ideas agencies create rather than try to create marketing ideas of their own.
Money quotes from David Jones’ address at the IDEAS CONFERENCE
“Our industry cannot delegate the creation of brilliant ideas to consumers. That has to be our job.”
“What’s been quite a prevalent trend in the lazy agencies over the last two years is to go, ‘I know. Consumers can now create ideas so what we'll do is get them to come up with the idea.’”
“If you look at and go play around on the ‘YouTubes’ and ‘MySpaces’ … well, there are a few entertaining things there but there is so much utter crap there. There are only so many times you can watch someone dance in a crazy way or mime badly to a song. And so firstly, consumers aren’t that brilliant at it and secondly, what they will do is not all that relevant.”
Oh my … so much fodder for us marketers to feast on.
And since I’m going to be out of pocket for a few days, feast on more of David’s diatribe by reading this article and watching the accompanying video clip. Or, you can simply click below and watch a hastily reproduced version of the video clip uploaded to YouTube.
RSS READERS … click here to view the video.