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“In a series of case studies, Jaffe shows you how to bring your brand up to speed.” (Fin Week, Thursday 3rd April 2008)
Throughout the history of advertising and marketing, communicating with consumers has been a one-way street. Marketers produced and disseminated messages and customers consumed them whether they liked them or not. Today, every person sees thousands of advertisements a dayand totally ignores the vast majority of them. Yet, companies still spend billions of dollars each year yelling at customers who don't want to hear it.
In this follow-up to his bestselling book, Life After the 30-Second Spot, author Joseph Jaffe explains how marketers must adapt to the brave new world of the Internet, social media and networking, consumer-generated content, blogs, and podcasts by joining the rich, deep, and meaningful customer conversations already in progress.
Consumers today are active participants in the advertising process, not silent targets and sitting ducks for one-way communication. Forget about the medium being the message; today, consumers are both the medium and the message. The future is bright for organizations that can join the ongoing dialog and leverage their customer relationships to build win-win situations for businesses, brands, and individuals. Through the power of community, dialog, and partnership, marketers finally have the power to talk with consumers rather than at them.
Traditional marketing is a red flag smart consumers can see from a mile away; an outdated idea lurching toward them with the same predictable exhortations and tired come-ons. They've had enough, and it's time to change the dynamic. When marketing is a conversation, marketers can get to know their consumers as individuals, not as silent members of a faceless demographic subsection. Join the Conversation uses real-world brands and companies, real case studies, and real conversations to reveal how to talk to customersand how to get them talking about you.
It's time for marketing and marketers to become more meaningful and authentic, or they will both become obsolete. Totally practical and brilliantly revolutionary, Join the Conversation reveals the future of marketing and how you and your company can march boldly into it.
Join the conversation today at www.jointheconversation.us or through Jaffe's daily blog and podcast, Jaffe Juice (www.jaffejuice.com).
A great buy and strategy for being online. Author podcast is also a great resource. I recommend it to all!Published on November 27, 2012 by Rick Carder
I can sum up the book in a couple of words - "LOVED IT!" Kudos to you Joseph for a well-written, insightful book. Read morePublished on March 7, 2009 by Melanie Goetz
In his newest book, Join the Conversation, Jaffe hits the nail on the head. Marketers need to come to terms with social media and understand that we now have the tools for building... Read morePublished on July 13, 2008 by Dan Dunlop, Healthcare Marketer
The biggest compliment I can give to Joseph Jaffe's new book, Join The Conversation (currently #37 on Amazon's business books list), is that I took so long to finish it despite... Read morePublished on June 8, 2008 by Daryl Tay
Last week on my way down to WOMMA-University
I threw Joseph Jaffe's latest tome - Join the Conversation in my bag. Read more
The title of the book tells the story: "Join the Conversation--How to Engage Marketing-Weary Consumers with the Power of Community, Dialogue, and Partnership". Read morePublished on March 17, 2008 by M. Buckley
A Marketing Dialog
The foundation of Join the Conversation: How to Engage Marketing-Weary Consumers with the Power of Community, Dialogue, and Partnership, is author... Read more