We’re interviewing a bunch of brilliant word of mouth marketers as previews for the Word of Mouth Supergenius conference in Chicago on Dec. 16.
In this interview, Mitch Joel shares some of the big ideas behind his new book, “Six Pixels of Separation”:
- Digital channels shift the marketing focal point. Social media and other digital platforms now enable brands to focus on who, rather than how many people, they can put a message in front of.
- Think “with” not “instead of.” Companies should not halt what they are currently doing and shift all attention to the digital world; it’s all about effectively integrating those social media channels with what you already have in place.
- Don’t underestimate the “power of lazy.” We still live in a world where many people prefer to consume, rather than create, digital information.