Big Idea: Ad Age

How to Communicate in a Conversation Economy
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The following article was originally published on AdAge.com on October 27, 2009. MARKETING COMMUNICATIONS STRATEGY FOR A CONVERSATION ECONOMY By Marsha Lindsay, CEO, Lindsay, Stone & Briggs What does the worldwide, technologically enabled drive for conversations mean for marketers? It means you’re no longer marketing products or services; you’re marketing conversations. It means marketing communication planning should be driven by a conversation strategy. The right conversation strategy answers two big questions: What meaningful content will attract sufficient conversations with the right people? And, how will you jumpstart conversations and keep them alive? When people are starved for time and already[.....]