What's Next Blog: Small, Smart Boutiques Trump 'Clueless' Big Ad Agencies in Using Blogs in Consumer Marketing

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Big ad agencies are hopelessly behind the curve in using blogs and other social media in marketing. Instead of wasting clients' time and money, says B.L. Ochman, publisher of What's Next Blog and blog marketing consultant to Fortune 500 companies, agencies should be hiring small, smart marketing agencies that already have a track record in using social media in marketing.

Dictionary.com defines clueless:(adj)" totally uninformed about what is going on; not having even a clue from which to infer what is occurring."

Like PR firms, ad agencies have begun to talk about social media and blogs so their clients will think they have a clue, says blogger and blog marketing consultant to Fortune 500 companies, B.L. Ochman, publisher of What's Next Blog and blog marketing consultant to Fortune 500 companies, and president of whatsnextonline.com.

"Look guys, social media is here. It's happening. It already affects your clients. And little boutique companies like whatsnextonline.com and other small, smart agencies are already successfully using blogs and social media for campaigns that are leaving you behind in the dust," said B.L. Ochman of whatsnextonline.com. Ochman created the highly successful Up Your Budget Treasure Hunt campaign for Budget Car rental, attracting one million visitors to a blog-based treasure hunt in just four weeks.

"Here's some free advice for ad agencies from whatsnextonline," said [B.L. Ochman, "Do what you do well. You know PR and traditional media. You understand the metrics, you know how to get your clients to spend big bucks."

"Now you need to hire us to bring your clients into the world of social media. That way you can stop wasting everyone's time and money on your education. Otherwise, by time you get with the current program, the next big thing will already be passing you by."

Interpublic Group, for example, announced that it has formed a new division to deal with new media. "At least I think that's what they were trying to say," Ochman said.

"In the age of the empowered new consumer, the establishment of this unit at Interpublic Media is a logical next step in broadening our offering and further maximizing the opportunities for our client partners in the emerging media space," Jill Rosenthal said in a statement.

MarketingMonger had a great post, "Interpublic, Where Are Your Blogs?" which noted that Interpublic Group, 91 ad agencies, 43,000 employees, $6 billion in revenues annually, no agency blog listed on its website, and only three corporate blogs among its member companies. How can they possibly lead a conversation they haven't even joined?

Can big ad agencies learn to use blogs in marketing? "Not bloody likely," said B.L. Ochman


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