From my recent contribution to Ad Age, Digital Next:
"Old habits die hard. While consumers are out there spending countless
hours on social networks, file sharing applications, chat, community
sites, buying stuff, selling stuff and using multiple devices, some of
us tradigital old fogies are still reaching for our beloved toolbox of
the past in the hopes of getting their attention. While online user
behavior tells us that people respond well to simplicity, we labor to
create complexity in the form of experimental navigation and sites that
take forever
to load. When YouTube arrived on the scene, we responded by putting our
TV spots on them or -- better yet -- creating spots that looked like
they were made by amateurs. Little did we know that the real action
happens in the comments. Have we thought about talking back to people
or are we really just interested in telling our stories?"
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