Ask most marketing or advertising people if they themselves, outside of their professional life, have ever shared brand content, or used a brand hashtag, or got involved in making or editing or uploading their own experiences of a brand, or any of the other things that they often expect customers to do, the answer would be rarely, if at all. Yet they regularly expect other people to do them.
Contrary to what appears to be popular belief inside agencies and marketing departments, most people do not want to ‘join the conversation’ or take part in any interactive, two-way dialogue with brands, even in relatively high-interest categories.
Excerpt from: How To Make Better Advertising And Advertising Better by Vic Polinghorne and Andy Palmer
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