On Friday I wrote about mobile marketing and how both the ad industry and operators seem to be trying to force old thinking into a new channel.
So this quote from AOL veteran, Ted Leonsis, couldn’t have been more timely:
Whenever new media tries to replicate old media, it tends to fail. When it takes advantage of the unique social and personal behaviors of this new medium, it does pretty well.
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While Ted’s talkign principally about old media versus the web, it applies just as much to mobile versus the web and/or old media.
Agencies, operators and anyone else seeking to plunge into the waters of mobile maketing, note this well.
Nail on the head! I’ve been seeing this same failing throughout Web 1, and in some tragic cases, still see the failed pre-internet (print media) thinking in todays landscape, in every such case desaster is close to follow.
My current job is very… Web 1 - With no out-of-the-box thinking encouraged, sadly I feel this will leave us standing still, while everyone else adapts to community based strategies.
Bottom line is this… leadership and vision are key, unfortunately many of the previous leaders don’t share the vision of the new/future landscape, Just as within the art world, the modernists disregarded post-modernist art, this pattern tends to repeat its self.