Sean Finnegan est le CEO de OMG Digital, la filiale conseil en achat d’espace d’Omnicom.
Quelques citations intéressantes d’un interview réalisé par iMediaConnection, car elles corroborrent les tendances clés que j’ai identifiées jusqu’ici.
Notamment, la marque doit apprendre à entrer respectueusement dans la conversation :
The art of a brand relationship is much like the one you and I could have as friends: it is the same dynamic that should be translated by brands. And, right now it has to be. You, as a brand, cannot get away with a one-way dialogue.
Not only that, but when you do engage with someone, you cannot continue to speak to them in a manner that says the same thing at an eight times rate.
[...]Lastly, I like to use a social analogy: you and I are friends, sitting and having a conversation. Then somebody comes over to talk to us. Certainly, we will be civil; but, at the same time, we do not want him to interrupt our conversation. And frankly, if we want to involve him in the conversation, we would probably prefer that he has something interesting to add to the conversation. That is where we need to be in our marketing campaigns.
