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Marketing Matters Live!
On-location Broadcast
from the American Marketing Association’s Mplanet 2006

Paul Woolmington, Founding Partner, Naked Communications: Marketing with the New Media

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Paul Woolmington, Founding Partner for Naked Communications, gives us a fresh perspective on how marketers can respond to the emergence of “new media,” starting with the definition of the term itself. Hear Paul explain:

  • Why each type of customer interaction can be seen as a “medium,” since it’s the total of these which constitute a brand

  • What kinds of marketing tactics will work in new online communities like YouTube and MySpace – and which ones will definitely NOT work

  • Why marketers must understand that “everything communicates” … move from the “target audience” paradigm to “our partners, the consumers” culture … and be willing to take risks, trying new tactics and allowing the marketing value to emerge.

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