Edelman’s Steve Rubel was recently on the Brian Lehrer show, talking about “marketing pollution” among other topics.
A choice exchange towards the beginning of the interview:
Lehrer: You’re saying that the internet itself is polluted.
Rubel: I think so. To a large degree. Because I think what ends up happening is a lot of marketers are going at it the wrong way. And they’re just, you know, they’re viewing it as a communications vehicle only, and they’re blasting their messages out there. There are people who are doing it in a, there are some people who do it in a very correct way, in a polite way, in an inviting way, and then there’s people who of course are spammers, and you know, people who put spy-ware on your computer, who do it in a totally different way. But, you know…very few marketers are being inviting and kind of saying ‘come and have a conversation with us,’ so that we can kind of work towards a shared outcome. And I think we’re going to see more marketers do that. It makes marketing more meaningful as opposed to just being a pitch.
Lehrer: But you’re working for a marketing firm, a public relations firm.
Rubel: I am.
Lehrer: Criticizing the way marketers are using the web?
Rubel: Yup, as of today.
When asked for an example of marketers doing things the right way, and having a conversation, Rubel cites MyStarbucksIdea.com, the social media site created for Starbucks by Edelman (he did disclose the relationship on the show).