Why Do We Have To Be So Pushy?

Brad Berens of iMedia Connection spoke to Don Schultz of the Medill School of Journalism at Northwestern University. Schultz is a noted expert in integrated communications.

You have to understand that marketing organizations are designed to talk. They have never been designed to listen. So, when you start talking about dialogue, and interactivity, and you start talking about things like social networks, and that sort of thing, the marketing organizations have no way to deal with that, because they have always been outbound, and linear, and all designed to push communication out, and never really ever looked at, or listened to, customers historically. So, that creates a big problem.

[via Hespos]

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today, I'm the founder and creative director at Bonehook in Portland, Oregon. We bring integrated marketing solutions to our clients in healthcare, human services, real estate, fashion, outdoor recreation, and food and beverage.