New Marketing Summit Podcast: Why new marketing is more like journalism than advertising

The New Marketing Summit is just a few weeks away -- October 14th and 15th at Gillette Stadium in Foxboro, Massachusetts (where the Patriots play!). I'm part of the organizing committee for this event, and I worked with Chris Brogan, A-list blogger extraordinaire and Paul Gillin, author of The New Influencers and a new book coming soon called Secrets of Social Media Marketing. Each of us will be delivering a keynote presentation and we've worked together to create a great roster of speakers, exhibitors and sponsors.

If you haven't gotten your conference ticket yet, register using my special code for a discount DAVIDVIP

Paul (right) and I sat down with Mike Lewis (left), President of the Business Marketing Association of Boston for a discussion on social media marketing. In the podcast, we preview some of the many things to be discussed at the summit and share some examples of what's working today. We agree that marketers need to make some fundamental changes to the way they approach their work, but the payoffs are huge.

One thing that struck me like a lightning bolt as Paul and I were talking is that we both have a journalism background. Readers of this blog know that I often say: "The new rules of marketing mean thinking like a publisher and using the skills of a journalist." It was interesting to have that discussion with Paul, a fellow journalist. The chat helped me to refine my thinking of what I sometimes call "Brand Journalism". Listen here.

Hope to see you at the New Marketing Summit.

Comments

[Craig Wilson]

Wish I could be there. Going to SXSW in March though.

Looking forward to your AoC2 chapter.

[Lindsay Willott]

David, I'm a fan of your New Rules book, and Chairman of a B2B marketing company that undertakes many of the methods you favour.

I completely agree that content is the key to interesting and successful marketing. This is especially true in B2B, where products and services can be very complex and have a long sales cycle. You need to keep people enthused and engaged for months at a time.

I have found myself wondering since reading your book, whether B2B companies are (or have been) in some ways ahead of B2C companies as regards the "New Rules". Journalistic content, white papers, ebooks and how-to guides have formed part of the B2B marketer's toolbag for a while now, whilst many of the big B2C brands focused on centralised command and control style branding and advertising.

Perhaps it's time for a change - perhaps the old accepted wisdom that B2B is somehow behind B2C in its marketing sophistication needs to be debunked!

[Casey Simon]

I was really interested in this post as I am taking a Social Media class this quarter as a PR student. In this class we're using both your book "New Rules of Marketing & PR," and Gillin's "New Influencers." I like the way you worded the new marketing as journalism rather than advertising. Besides the fact that the word 'advertising' can sometimes have a negative connotation, especially to the consumer, journalism implies that we're really doing marketing FOR the people instead of just AT the people. The way we reach audiences has changed to a more personal level, so I like that you have assigned a new title to compliment the transition!