Jaffe - Book, Statistics and More Juice
I just read an announcement from Joseph Jaffe that according to research done for his upcoming book Join the Conversation, that “81% of marketers believe that in 5 years they’ll be spending as much or more on conversational marketing vs. traditional marketing.”
I was glad to see that even he questioned that statistic, because as soon as I read it so did I.
I’d be very interested to know who was reached out to for this survey because if I was to go around and informally poll top CMOs out there I’m betting half of them would instantly respond, “what do you mean by conversational marketing?”
We all know that the tide is changing and that companies are going to wake up to the power of new media and leverage the social space in a much bigger way, but I’m not sure about the spending. Perhaps this means they are going to be spending less over all on marketing? Perhaps then it makes sense. I’m not sure. If it does prove to be true it’s great news for me and a lot of my colleagues as it means we’ll all have more work then we know what to do with. Perhaps then all of us “new media douchebags” won’t get such a bad rap. *grin*
Jaffe’s new book is good. I’ve read it and if you liked Life After the 30 Second Spot then you know what your in for. He’s trying to leverage the Bumrush the Charts idea for it’s release. Not sure if it will work with any piece of non-fiction, but it is all about experimentation so it’ll be fun to watch. Plus, anytime Joseph gets excited about something it is sure to make for a good time.
Oh and if you missed it he has FINALLY dumped the Across the Sound name on his podcast. Very happy about this as I’ve thought for a long time that pulling it under the Jaffe Juice name made the most sense. Self branding baby. Oh Yeah!
The data is verified and the sample statistically significant of a representative audience of marketers, agency, P.R. and media execs.
We asked people to define conversational marketing in the sample and some of the verbatims are in the book.
I guess you can look at it 2 ways…
1) In 2012, what will be in the traditional versus digital versus conversational buckets and to what extent will they overlap
2) Is it possible that in 5 years, marketing will look completely different to how it looks today?
To help answer 2), just go back 5 years and look at digital spend then versus now…or how about the fact there was no blogging (like it looks today), podcasting (like it sounds today), vlogging, Facebook, YouTube, MySpace, Second Life etc etc etc.
Interesting times…