The science of conversation
Why do some companies insist on treating the internet like any other marketing medium? It isn’t. The power of the internet is that compelling content gets passed on.
You can’t go round buying up ad space that is intrusive and interrupts what people are doing. The secret is to engage. To give people content they want – whether it’s information or entertainment – or better still, a mixture of both.
Remember when the ads used to be the best thing on TV? That’s because agencies understood that they needed permission to interrupt. If every ad on TV screamed ‘get 25% off now’ we would all get fed up pretty quickly. So why are people doing it on the internet?
We don’t. We give people things they want to engage with – and tell other people about. It’s a conversation. And on the internet it’s more than an art – it’s a science.
