How Consumer Talk Supercharges Advertising

“Advertising is really a conversation-starter,” Audi of America president Scott Keogh told me in 2011 when I was co-writing a book on social influence, The Face-to-Face Book. Keogh’s insight as chief marketing officer has propelled great advertising and dramatic sales growth for the Audi brand. It hasn’t hurt Keogh’s career, either.

Many marketers acknowledge advertising’s power to start conversations, but few make it a key objective for campaigns, and even fewer evaluate advertising’s success in driving conversations.

A key obstacle has been the lack of authoritative evidence to support this kind of social strategy for advertising, leaving it to marketers confident enough to rely on instinct and intuition, like Keogh.

Read the full ADWEEK article, here.

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