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Ask not what the market can do for you; ask what you can do for the market

In recent posts, I’ve mentioned Sun CEO Jonathan Schwartz’s blog and IBM’s use of YouTube to build interest for its SOA launch – examples of companies using new communication channels to get out their message. The spotlight today is on Nissan.

Check out this morning’s New York Times story "Living the Promotional Life." The auto maker is embarking on a major promotional campaign that combines "old school" media like print and TV with newer methods like blogs and online video. New approaches "provide better engagement [with target audience]" and you can "measure impressions, interaction rates and view-throughs" – and what executive doesn’t love metrics.

My favorite line in the piece is from Nissan’s marketing VP – "We’re looking at how people consume media, not how we think they should consume media." Folks, that’s what it’s all about – figure out how your audience gets its information (trust me, it’s different than it was yesterday) and come up with an interesting way to get into that conversation.

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John Moran

John Moran

Vice President / Executive Media Coach at MSLGROUP

John assists top executives with media training, message development and presentation skills. John also represents a range of clients and is a founding member of the MSLGROUP digital team in Boston.

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