In the classic advertising book "Ogilvy On Advertising", David Ogilvy writes:
There have always been noisy lunatics on the fringes of the advertising business...They are seldom found out, because they gravitate towards the kind of clients who, bamboozled by their rhetoric, do not hold them responsible for sales results."
He goes on to say that people working in the advertising industry should strive to "improve their batting average at the cash register." I wonder what he would think of the latest gold-rush in the business, that of "social media?" It certainly has its share of noisy lunatics void of sales results. Are all those Facebook Fan pages and Tweets moving the sales needle? Of course not. On the other hand, Ogilvy was a big believer in the value of research. The data that results from social media consumption would be akin to the kind of consumer insights that Ogilvy craved.
What do you think Ogilvy would of thought of Facebook, Twitter et al? Let me know by posting a comment or sending me an email.
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