With the continued fragmentation of the media and proliferation of media options, the balance of power has shifted from the marketer to the individual. In Join the Conversation, Jaffe discusses the changing role of the consumer and how marketers must adapt by joining the rich, deep and meaningful conversation already in progress. This book reveals what marketers must do to become a welcome and invited part of the dialogue, and how to leverage and integrate the resulting partnership in ways that provide win-win situations for businesses, brands and lives.
Book Details:
- Author: Joseph Jaffe
- ISBN: 9780470137321
- Year Published: 2008
- Pages: 320
- BISAC: BUS002000, BUSINESS & ECONOMICS/Advertising & Promotion
About the Book and Topic:
With the continued fragmentation of the media and proliferation of media options, the balance of power has shifted from the marketer to the individual. In Join the Conversation, Jaffe discusses the changing role of the consumer and how marketers must adapt by joining the rich, deep and meaningful conversation already in progress. This book reveals what marketers must do to become a welcome and invited part of the dialogue, and how to leverage and integrate the resulting partnership in ways that provide win-win situations for businesses, brands and lives.
At a time of unmatched fragmentation and proliferation of media choices and consumption devices, the balance of power has irrevocably shifted from the marketer to the individual; consumers are far more active participants in the media now, meeting, gathering and exchanging ideas, thoughts, intellect and emotion in new and surprising places from online social networking sites like MySpace to virtual worlds like Second Life. Community is taking on its own second life and its a life apart from one-way advertising and marketing communications.
STRONG AUTHOR TRACK RECORD: Jaffe’s previous book, Life After the 30-Second Spot, sold 13,000 copies. It was one of the bestselling books on advertising published in 2005. PUBLICITY: 3-6 month retainer with book publicist (Meryl L. Moss Media Relations). Impressive publicity campaign from Life After the 30-Second Spot yielded significant coverage on ABC, Bloomberg TV, NPR All Things Considered; MarketPlace; Wall Street Journal, New York Times, USA Today, Investors Business Daily, Business 2.0, Fast Company, Fortune, Ad Age, Adweek, The Advertising Show. He is currently in talks with Dateline for this new book. AUTHOR SPEAKING: The author has bookings already into 2007. CORPORATE/BULK SALES: Jaffe pushed significant bulk sales for his previous book to 800 CEO READ, and plans to do more for this book. Major client relationships including: The Coca-Cola Company, Procter 2,000 daily subscribers from every major marketer, agency, media company; Projected numbers for June 2007: 5,000+ daily visitors Across the Sound New Marketing Podcast 1,500-2,500 weekly downloads; Projected numbers for June 2007: 10,000+ weekly downloads Jaffe may hire Mike Drew from Promote a Book (http://www.promoteabook.com/)
About the Author
JOSEPH JAFFE is President and founder of jaffe, LLC (www.getthejuice.com), a new marketing consulting practice. Prior to consulting, he was Director of Interactive Media at TBWA/Chia/Day and OMD USA. His past and current clients include Kmart, Absolut Vodka, Embassy Suites, Cunard, the AAAA, Reuters, MSN, and Google. He is currently a Senior Fellow at the Center for the Digital Future at the USC Annenberg School.