VP Professional Development: Jacob Pfeiffer
Off Madison Ave, a marketing firm known for driving revolutions, told Deltasigs that in today's Web 2.0 environment, the customers are the marketers and the marketing firms simply manage public perception.
Mirorring Al and Laura Ries view in their landmark piece, The Fall of Advertising & The Rise of PR, Roger Hurni and David Anderson said that marketing today involves appealing to individual personas from a strategic perspective and then demonstrating that value to the world through tipping point customers.
The firm has built a track record with firms such as Nike, Clearwire and Allied Waste for being able to seize the power of social networks to effectively convert buzz to sales. One of their methods to doing this is via getting individuals to identify with a firm, then broadcast that brand and positioning message to their peers.
Together, they asserted that the increased de-centralization of information dispersal has lead to a greater transparency in the marketplace, driving up competition and value in the process.
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