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David Kissel on Future of Advertising

Dave Kissel is partner of Zocalo Group, a sustainable word of mouth agency. He has held a variety of leadership positions at DDB Chicago, where he led the firm's two largest businesses, State Farm and McDonald's.

Kissel discusses the many changes social media is causing in the advertising world. He states that one out of ten conversations are happening online, and that companies need to pay attention to those online conversations. He believes that newspapers need to understand that we no longer live in a "one size fits all model." Instead, newspapers need to define their target audience, and design their new models accordingly.

 

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written by Kelly C, November 17, 2009
Great interview! It is so true that it is harder to be successful in the media industry since there is so much more competition today than in previous years. This is largely due to the increased amount of online media outlets. Media outlets must make sure that they know who their targeted audience is!
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written by Katie C, November 16, 2009
"Word of mouth" is so true. If someone tells me a product works I typically believe them. I think that it is important that companies listen to their consumers and understand that monitoring sites such as Amazon is a great way to see what people are saying about your product.
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written by mguarino, November 16, 2009
I like that his advice is all about listening to the consumer. I feel this would really help companies get a more real idea of how the customers view their product. People talking online is more candid than calling 1800 customer service machines and writing letters to the company. I think that this might give them a bigger range of people's opinions because a lot of people won't take the timt to write a formal complaint, but they will have the time to update their status on Facebook or to write a quick review on Amazon.
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written by Tina N, November 12, 2009
I understand how this is affecting businesses and advertisers, but how is it affecting everyday people, like me? Is he saying that it is necessary to be involved with social media if you want to be successful as as business or organization?
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written by Alex, November 12, 2009
Useful information. Knows his stuff. Defintely a different perspective, feel like I learned something though

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