Twitter is Not a Strategy
Rediscovering the Art of Brand Marketing
-
- $11.99
-
- $11.99
Publisher Description
In a cultural climate saturated by technology, marketing professionals have focused their energies on creating newer and more digital methods of advertising their brands, with the fear that if they don't embrace "Big Data," they will fade into obscurity. But Tom Doctoroff, Asia CEO for J. Walter Thompson, argues that this frenzy over digital and social media has created a schism in the marketing world that is hindering brands from attaining their true business potential. The tension between traditional branding and the seemingly unlimited possibilities presented by the advent of "digital" branding leads companies to abandon the tried and true aspects of marketing for the flash of the new. In Twitter is Not a Strategy, Doctoroff explains why a strategy that truly integrates the two ideas is the best way for a brand to move into the future. Using some of the biggest brand names in the world as examples, such as Coca-Cola, Nike, and Apple, he breaks down the framework of marketing to explain how digital marketing can't stand without the traditional foundation.
PUBLISHERS WEEKLY
In this thoughtful but heavy-going business guide, Doctoroff (What Chinese Want), Asia Pacific CEO for J. Walter Thompson, argues that while social media may be useful for attracting customers, it is no substitute for traditional marketing. He cites the wide array of digital channels now available as a potential source of confusion for customers, stating that traditionally minded marketers who "master the timeless rules of brand building" are the ones guaranteed to generate customer loyalty. Doctoroff's four-part system rests on the proposition that mastery of ideas and executions will win a business higher profits and greater customer loyalty. The four individual elements of this system are insight into consumers; "the brand idea"; the idea for "engagement" or execution; and a plan for carrying out the engagement idea. Doctoroff counsels business people to consider the universals of human behavior, and points to Lego, Google, Nike, and Apple as companies that got their brand ideas right. He defines engagement ideas as "creative expressions of the brand idea" and explores the consumer's "journey," from the initial encounter with the product or service to the purchase. A spot-on premise and nuggets of fresh wisdom sprinkled throughout do not offset Doctoroff's dense material. Readers will find this a tough read despite its solid suggestions.
