Showing posts tagged: facebook
Like most others, my Facebook feed has generally become a collection of ads, with some posts from friends sprinkled in.
Like the above for instance, a video ad/sponsored post from the near undrinkably horrendous Stella Artois, which is sitting atop my feed as I write this.
But this ad sparked a thought/question that has less to do with the beer, and has more to do with the ad unit itself and how it comes to its ultimate resting point in my newsfeed.
Specifically, who owns this?
Does the paid media team/agency own this?
Does the social team/agency own this?
Does the creative team/agency own this?
Does the content team/agency own this?
Does the PR team/agency own this?
Chances are, it’s a little bit of each. And chances are, as such, it took a lot more blood, sweat, and tears than necessary to get this piece of content (or ad?) from initial idea through to deployment.
Which is something I’ve been seeing with unsurprising regularity, across all sorts of organizations, as I do my job-exploration-tour-2014™.
A crisis of ownership.
A tangled mess of overly territorial partners, fighting over what something like this should be called (so they can claim ownership), costing everyone unnecessary time and money in the process.
All the while, ignorant to the fact it’s the losers who are busy arguing over who owns the next wave of communications, while the winners are too busy creating them, to give a shit.
The lines are no longer blurred, they’re gone.
And the smart, fearless, creative, modern marketing organizations who see this, and see the opportunity within the chaos, will thrive.
Those who see this new world as threatening, or choose instead to dig in and protect their territory, will die.
So my advice to those middling marketers is the same as it’s always been. Focus on consistently conceiving and deploying interesting things that people want to spend time with, and that grow the business - regardless of what department you think they should live in.
In fact, I’d even encourage you to specifically seek out the things that are hardest to departmentally categorize. That’s where the future truly lies.