Digital Conversation and the Future of Marketing

MUNCIE, IN - Michael Gellar, account executive for AOL, was the kick-off speaker for the Advertising Federation of East Central Indiana’s first luncheon program September 14 at the Horizon Convention Center, Muncie. Geller’s topic, Practicing the Art of Digital Conversation, provided insights into the many innovative ways to communicate through online communication.

Geller described the use of online communication as a push-pull opportunity for dialogue to occur. Specifically siting MySpace and Digg, he clarified how users can post any kind of information and in turn, readers can respond. Thus both parties become engaged in digital conversations.

For advertising, the challenge, he says is to keep up with what innovations are available. The big question to ask before using digital conversation for advertising is: “What are your client’s goals?”

Geller provided five steps to enable users to apply digital conversation in advertising. They are: 1. Invite them to participate; find a way to encourage consumers to respond to ads, video uploads, or rollover interactive banners. 2. Talk about their interests, this allows consumers to become engaged because they feel like you know them. 3. Be interested in what they have to say. Solicit for user comments, opinions and feedback. Consumers will feel an ownership through interacting. 4. Respect their needs. Make sure what is to be advertised satisfies the needs of the consumer. 5. Be ready to relinquish control. Let the consumers have a say and learn to adapt to their needs.

As an Account Executive with AOL Media Networks Chicago office, Michael Gellar is responsible working with advertisers and advertising agencies in the Minneapolis, Chicago and Indiana region. 

Source: Ad Fed of ECI

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