The master of AllThingsD on why you shouldn’t follow toothpaste on Twitter
OCT. 24 ISSUE SNEAK PEEK. TO GET THE ISSUE, SUBSCRIBE NOW.
Even if Twitter and Facebook didn’t exist, Walt Mossberg would still be everywhere. The author, Wall Street Journal tech columnist, ringmaster of technology website AllThingsD.com and organizer of the tech industry’s most prestigious annual conference of the same name is often called things like “a one-man media empire whose prose can launch a new product.”
We caught up with him prior to his visit to Toronto Nov. 7 to keynote the Marketing/CMA-organized Digital Day 2011 to chat tablet ads, how Apple loves its customers and why you shouldn’t follow your toothpaste company.
What’s got you excited?
There is disruption across all industries. The entire media industry—from the music industry to book publishing—is in the throes of this. It’s because of this confusion that people, about every year or so, look for something that will act as a holy grail. A lot of the time it doesn’t turn out [to be] as effective as first thought.
Is social media a holy grail?
We’ve been at this for at least three to four years. I have serious doubts that you’ll sell more to people if they follow your brand. Of course a particularly hot and intriguing product like a TV show or movie works in the space. But your average product? I just don’t see the value of following toothpaste.
Really?
Occasionally, social media does offer interesting market research. And goodwill. But you need to respond and stay on top of it.
Where is advertising working right now?
On the iPad and tablets. People are in a different mood or mode when swiping. The lean-back experience is unprecedented in a mobile device. When you see some of the full-page executions on some of the Condé Nast titles or the Wall Street Journal ads, it’s impressive. The same goes for apps like Flipboard. Look, all these tools have to be used but we have a tendency in all walks of life to look for one tech solution as the answer.
What else is being disrupted?
The other thing being disrupted is data – who owns it? The publisher or the tech company? If I download the New Yorker, am I Apple’s customer or the magazine’s?
What brands are doing it right?
When you consider consumer satisfaction surveys and who is winning them, it’s Apple.
There’s more! To read the full article in Marketing, subscribe now.
