Can’t Buy Me Like

by Mike Hunter

Cant-Buy-Me-LikeToday’s brands face an apparent choice between two evils: continue betting on their increasingly ineffective advertising or put blind faith in the supposedly mystical power of social media, where “likes” stand in for transactions and a mass audience is maddeningly elusive. But in today’s world, where people have become desensitized — even disillusioned — by ad campaigns and marketing slogans, that maxim needs an update: Money can’t even buy you “likes.” We’ve entered the “Relationship Era,” when the only path for businesses seeking long-term success is to create authentic customer relationships. Not through hip social media promotions, viral videos or blizzards of micro-targeted online ads. Those tactics, which simply disguise old ways of thinking with new technology, just don’t work in the long run.

Bob Garfield and Doug Levy
Portfolio Hardcover
March 2013

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