Social Marketing: The Age of Self

“There’s people doing frightfully well, there’s others on the shelf […] this is the age of Self” Robert Wyatt
We’re in 2012 and 8 years after O’Reilly coined the 2.0 moniker, I still find people who are asking me whether ‘social’ is new in marketing. Yet, while certain people are still asking themselves questions, the world is moving fast; even though the path may be chaotic. More than anything else, brands will have to work on their social capital and what Edouard Austin (who works in my team at Orange) is calling the ‘digital self’. This is the modern marketing conundrum: how to be oneself and develop one’s digital self without being self-absorbed and self-obsessed. More with Edouard’s report of the Adobe Digital Marketing Summit which took place in London a few days ago:
Adobe Digital Marketing Summit London 2012 : The Digital Self

For its 2012 edition, the Adobe Digital Marketing Summit saw roughly 2000 enthusiasts converge in London, in the heart of the soothing Battersea Park, for two days of learning, sharing and discovering of new, more efficient ways for digital marketers, publishers and advertisers to reach out to their customers. Alongside a passionate team of French bloggers, including Fred Cavazza, Nicolas Malo, Carole Da Silva, Laurent Evain and Florian Giudicelli, I arrived at the impressive venue and was immediately stunned by the scale of the event : 37 countries represented, 30 partners co-sponsoring the event, members of the press from all over the world and a future-like decoration which led me to think I was embarking on some kind of out-of-this-world experience. And actually, it wasn’t far from it !

Read the whole report here…

Yann Gourvennec
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