Thursday 20 March 2008

Marketers must continue dialogue with consumer

Marketers need to stop treating their customers like "one night stands", according to a marketing guru.

Joseph Jaffe, president of Crayon, told The Digital Marketing Brief yesterday (March 19th) that marketers needed to extend their campaigns beyond the initial launch stage, adding that online marketing must be a "central cog", reports Mad.co.uk.

He said that internet marketing was often a more appropriate starting point than traditional mediums, such as television, radio and print and that after the initial "bang" of a campaign, it is often the case "it fades and you can hear the crickets chirping".

Mr Jaffe added: "We treat our customers as a series of one night stands," reports the online news service.

He went on to add that companies needed to set aside part of their budgets to invest in new experimental marketing practices each year, urging that the dialogue between marketer and consumer must continue and that change must be embraced.

Category: Marketing campaigns

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