Conversation Continues (take 2)

Well I thought I had an idea to get spur more talk about The Age of Conversation 2, by writing about random essays in the book and asking those authors to, in turn, pick a page at random, write about it and then tag that author to do the same.

My first try last week was with an essay by Dan Sitter (page 217).  I sent Dan an email explaining what I'm hoping to do, but I haven't heard back.  Perhaps he's busy or away or maybe the email just disappeared into the ether. 

So rather than lose any more time, I'll try again. 

I opened the book this time to page 29 -- "Marketing is in the Eye of the Beholder," by Corentin Monot, a creative planner at The Brooklyn Brothers agency in London.  I'm hoping Corentin will be a bit more responsive and help stimulate some conversation about The Age of Conversation.  Oh yes, and also, hopefully, spur sales of the book, to benefit Variety, the international children's charity.

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Marketing is in the Eye of the Beholder

Corentin Monot says we're living on a "marketing hinge" when so much of the traditional thinking and techniques and tools are being challenged.  The ongoing talk about all the changes has been overdone, he writes, so many have become cynical about any new theory that comes along.

Monot attributes the cynicism in part to "fear of the new."  I think that's a natural reaction.  While change and newness can be exciting to many, it also means moving into unknown and untested waters.  I'd compare it to someone who knows how to swim, but hesitates to jump into a lake he's never been in before.  What's beneath the surface?  Even though you can swim, you fear encountering hostile sea creatures or something like  a jagged rock just out of sight down there.

We need to communicate more, he says, which of course is the whole idea behind this book.  But Monot says the communication that needs to take place more frequently is one between agencies and departments from a client perspective. 

Monot says that from his experience, marketing is disconnected from the rest of a company's business.  He says that too often the decision-makers tend to converse only with like-minded peers, thus losing touch with the realities beyond the boardroom.

Do you agree?  Is marketing (both in-house and on the agency side) insular and out of touch?  And if so, what should marketers be doing to change that?  And how do the new tools represented by the Web figure into the equation?

I know -- I'm asking lots of questions.  But Monot's essay prompted them.  What do you think?

Comments

[David Reich]

I heard from Corentin, who is swamped at work now. But he said he'll take up the challenge next week. When he does, I'll point everyone to his post.

[David Reich]

Corentin just posted at his blog. Check it out at http://organic-frog.com/2008/12/04/more-aoc/ where he comments on and tags Lois Kelly at http://organic-frog.com/2008/12/04/more-aoc/. She already posted about and tagged AOC2 author Ernie Mosteller at http://www.erniemosteller.typepad.com/

[Charles Sipe]

I totally agree with the point that marketing is too insulated from the rest of the company. At least that has been my experience working at a large financial institution. I read in a book that in Japan, many companies traditionally do not even have marketing departments. Marketing should definitely be approached more as a mind set that involves the participation of all employees.

[buy essay]

I enjoyed the article.

[ruzzel]

It works for me. Im so thankful i found your blog.