Advertising: Social Media Radically Accelerates Consumer Decision Cycle

Agencies are often behind the social media curve and even behind their clients in its use. Where is the advertising agencies leadership?

Barbara Bacci Mirque, executive vice president of the Association of National Advertisers, ANA, recently observed that “more and more advertisers are leading their agencies into new media, not the other way around,”

“If the ad community and marketing community with all of its creative and intelligent minds cannot find a solution for using, effectively using, social networks and user-generated content, it will be the greatest loss to the advertising and marketing business that we’ve ever experienced.” Jack Myers, a leading media analyst

This is an enlightening Ad Age Video reinvention of skiing resort marketing. During the past year, social media has abruptly and dramatically changed the behavior of ski resort customers and forced resort marketers to abandoned their long time marketing strategies and practices.

Vail Resorts CEO Rob Katz explains the dramatic changes and his company’s decision to build a new in-house marketing operation that uses both social media and digital marketing to engage their prospective customers in real time.

Click Here to view this Ad Age Video, Reinvent Ski Resort Marketing.

It’s been said that advertising agencies aren’t changing, they are being changed.

The only constant in advertising is change. To maintain success, you have to keep up. That isn’t easy. Especially with this revolutionary change we’re experiencing in communications.  I try to learn something new every day. I know that to do so is essential for my ability to survive, let alone succeed.

Social Media is also impacting ad agency new business …


About Michael Gass

Consultant | Trainer | Author | Speaker

Since 2007, he has been pioneering the use of social media, inbound and content marketing strategies specifically for agency new business.

He is the founder of Fuel Lines Business Development, LLC, a firm which provides business development training and consulting services to advertising, digital, media and PR agencies.


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