Business - Written Thursday, April 1, 2010 by Denis Hancock - 2 Comments

Earned Media, and the incredibily shrinking marcom expense line

Long time collaborator Sean Moffitt – who’s currently busy writing the upcoming book on “Wiki Brands” with Mike Dover – provided a link to an interesting presentation from Nokia yesterday. Much of the focus is on how marketing is now about conversations, not broadcasting messages – advice which, in my opinion, has been taken way to far in the social media space (as I’ve regularly discussed on my blog). But today I wanted to focus on the part of the deck I found most interesting – slides 28-40.

To provide some context, one of the big research projects we’re working on in our Marketing program is called The incredibly shrinking marcom expense line. The basic idea is that by enabling, among other things, ambient intimacy, social media is pointing towards a future where marketers can shrink their marcom costs, while at least maintaining current levels of impact. Facebook fan pages, twitter, online communities, and newer services like Yelp all play a hand in this.

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