http://media.guardian.co.uk/mediaguardian/story/0,,1928964,00.html
Jeff Jarvis’s piece about the key point The Cluetrain Manifesto makes about conversations between humans being open, natural and uncontrived is, of course, one of the main pillars of what Web 2.0 should be.
But what about advertising? Why should it keep megaphoning messages to existing and potential customers in a one-way, top-down way rather than spending more time having a real conversation with them?
Yes, some campaigns have websites associated with them, but how much of that is interactive, providing human interaction between the brand and the customer?
Thankfully there are some brands already doing this, and well. Like (sorry, my favourite example for almost anything) Innocent Drinks, whose blog actively encourages it, as does their website.
While Ronseal isn’t, to my knowledge, interactive, the communication style is absolutely human natural and uncontrived, which is why it’s been so successful and copied by others. Ditto Tesco’s campaigns – simple message told simply, as a friend might.
So why don’t all brands talk to you like your friends? What’s wrong with Advertising 2.0? Nothing, as far as I can see.
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