There’s no reason why a brand can’t have a personal relationship with a consumer, says Mitch Joel of Twist Image, but a change has to happen in how we think about communicating with our audiences.
“We have to move ourselves, as marketers, out of the advertising-only mindset.”
The format of the agency is one barrier to a more personal communication with customers. Marketers want to make a big, visible splash with a big media buy, but that’s not necessarily the best way to have a lasting relationship with the customer.
“We’re struggling with it because we still have visions… of an integrated agency,” he says.