Advertising Age today posted an article written by Mike Proulx, director of social media at Hill Holliday. The article calls real-time marketing "nothing but a predatory weed," likening it to purple
loosestrife seeds which "[overwhelmed] and [suffocated] the
delicately balanced ecosystem of marshes, clogging waterways, strangling native vegetation and displacing wildlife" in the early
1800s.
"Driven by the myopic goal of increasing engagement, many brands are unscrupulously on the hunt for likes, shares, followers and retweets without an overarching strategy based on
core business objectives. This blind yearning for social currency is leading to incredibly irrelevant and unavailing branded content (a.k.a. advertising) that's preying on social media," Proulx
writes.
Read the whole story at Advertising Age »
Here is the link: http://adage.com/article/digitalnext/real-time-marketing-a-predatory-weed/244528/