In the interview below, Solis talks about the challenges traditional media outlets (and by extension, brands) face in reaching and engaging with today's networked marketplace.
"We're going to have to connect where people's attention is focused", he says.
"Remember, you're not just trying to connect with eyeballs...you're trying to now connect with an audience, who has an audience, who has an audience. These individuals are now starting to build networks around themselves."
I especially like that bit about an audience, who has an audience, who has an audience. A ripple effect, essentially, and a major challenge for marketers the world over.
Hearts, Minds, Words, Actions
In this post ('Influencing the Influencer') Solis talks about:
"Transcending visibility into presence and presence into community is the critical path for companies to earn a place in the hearts, minds, words and actions of the very people who define its markets"
It's a powerful statement, and captures beautifully the need for brands to redefine the way they engage with today's cynical and information-overloaded marketplace.
