There’s so much to like about this video. The fact that Gary reminds us that ROI cuts both ways, and we must evaluate the old methods as well as the new. The fact that he’s using a free, video-streaming service called UStream to interact with 125 live viewers, who respond INSTANTLY to his question! Can your marketing research firm do that?
My favorite part is where he challenges Macy’s, suggesting that they’d get more ROI hiring 30 interns to interact with customers through Twitter than paying for its full page newspaper ad (that’s probably in some recycling bin by now).
And lastly, let’s not forget about the divide by zero part. All of the tools that Gary used for this little production are available to any company FOR FREE. In these tough economic times, where major financial institutions need cash bailouts, free might help. I may be a simple boy from New England, but the last time I checked, free doesn’t require much cash.
Are companies using these tools yet? Nope. Remember, most of the executives I’ve spoken with recently can’t even identify the RSS symbol. But the day will come when some Tipping Point occurs. Maybe all of the newspapers will have disappeared, or maybe all of the journalists will have become indie or corporate bloggers, but something will happen that makes it impossible for the Traditionals to continue their Zombie-like walk from the parking lot to their offices and back again. And when that day comes, hoards of Traditionals, those who only know how to control messages or spoon feed a skeptical press, will either be seeking new employment or working for who “get it.”
I’m looking forward to hearing Gary speak at the Marketing Profs Digital Marketing Mixer in a few weeks. Maybe I’ll have a chance to ask him some questions for the RonAmok! crowd.