I agree you don’t get the audible and visual ques that you do when hearing someone or watching them speak in text but there is more and more audio and video on the web. I find I’m FAR more engaged online. If a lean forward situation where my brain is turned on, when I’m watching TV I turn my brain off and barely notice advertising.

I also think that if you don’t nail you point on the head first try with you TV or Radio Ad your done. The one way nature doesn’t allow you to interact with the audience to correct any misconceptions.

As always thats my two cents!

But you bring up something interesting — how is the word-of-mouth aspect of marketing, which has also been kind of the uncontrollable and untrackable X factor of advertising effectiveness but can now be observed online, really related to the “emotional content of branding”? Can making someone _feel_ something about a brand enough to discuss or impart that feeling with others something that can happen exclusively online? Could a brand abandon all traditional media and still create that feeling? I think perhaps that’s what Rosenshine was getting at.

I feel like there is a contextual issue lying between Rosenshine’s quote and asking a question like ‘can the internet deliver emotional content?’. There might be a little apples-to-oranges action happening here.

What I think was in Rosenshine’s mind during that interview was broad marketing to HUGE masses of people. Whatever be the content of the ad or product placement in that big of an outlet, an emotional response will be develpoed by people who are able to relate to others who saw the same thing. Groupthink. Much of what I see MSM marketers doing is trying to create emotion by wielding their power as cultural trend setters. Can the internet do that just as well in such a broad sense? No, of course not.

The internet does have an opportunity to do amazing things in marketing by taking advantage of its conversational quality and near-infinite content possibilities. The emotion, I think more powerfully, comes from what I see as a super-word-of-mouth made possible by the web’s content style and social networks. The emotion comes from the connection and is communicated differently.

The discussion turns from the water-cooler chat like ‘did you see “X” during Dancing With Whomever last night’ to a blog or a tweet about ‘Jay Moonah just told me about “X”‘.

Looking for the differences of the mediums and taking advantage of our stregnths, rather than holding ourselves up to the yardstick of MSM will be NM’s triumph.

Keep yours coming!

That is not to say that I think the internet will kill television, although it will (and is already) influencing it.