Stefano Hatfield, who writes about traditional advertising for the Independent, says that executive blogs and web video are taking, "content back to the dark ages". Hatfield writes that Bob Lutz's 'rantings' on the GM Fast Lane blog are doing the company a lot of harm, and that he is, "digging GM's own grave among the youthful audiences it is seeking to attract." He points out that, "they would never let him off the leash like this in an ad." I think Hatfield's view is a perfect example of the concerns and fears
created in traditional marketeers...
..by the rapid emergence of an environment where command-and-control is no longer an option. Of course, loads of traditional media will continue to thrive. However, modern marketeers know that they need new techniques to handle the new environment, rather than just taking Hatfield's head-in-the-sand approach. And that's what GM is doing - trying a few things out to get to grips with the new environment and the benefits it offers.
Btw, Hatfield's promising 'much more soon' on the subject. I presume he means more content from The Dark Age. Can't wait.
Stumble It!
Is this a bit like the conservative forces that slowed the move from the Dark Ages to the Enlightenment? Or maybe is it like thesis meeting anti-thesis leading to synthesis?
Marketing as a profession at least needs to have the debate, rather than taking Hatfield's Ostritch approach.
Posted by: Paul Goodison | November 15, 2005 at 09:49 AM
Hatfield's spot on. There is 'so much "emperor's new clothes" going on'. The laddish 'creative' he points to simply wouldn't cut it in any other medium.
The most recent post on Fastlane (http://fastlane.gmblogs.com/archives/2005/11/red_tag_with_a.html) isn't a rant, but an over long bore on the latest price promo. (Look in the comments to see that, apparently, GM takes no notice of blog feedback.)
And don't forget how corrupt many blogs are...
Posted by: Stephen Newton | November 15, 2005 at 12:24 PM
I too look forward to more of Hatfield who does sound a bit reactionary. And I have to agree with Stephone Newton... the Fast Lane blog seems to have become very bland, with the hallmarks of careful PR editing. I just think it's dangerous to generalise about blogs, some are great and some certainly aren't.
Posted by: Johnnie Moore | November 15, 2005 at 12:50 PM
I think Johnnie's hit it on the head. Just because you blog, doesn't mean your one of the good guys.
Posted by: Stephen Newton | November 15, 2005 at 04:15 PM