Gary Vaynerchuk is one of the most engaged people I know. I first met Gary almost ten years ago and have been impressed by his personality right from the beginning. Nowadays, Gary Vaynerchuk is an agency owner driving content, social media and engagement marketing to the next level. He is passionate about engaging with customers and making digital advertising work for brand advertising. He is criticizing the current measurement of online advertising that is mainly direct marketing focused.
What does it mean if you have a high click-through rate on a mobile app, if this click-through rate is only realized by disturbing customers? What do one million followers help you, if they are not engaging with you? Many people have emphasized these points. But what is interesting about Gary Vaynerchuk is that he tries desperately to find a solution for the brand marketing problem on digital channels. His idea of an attention economy is very interesting. It is just not feasible to keep the standard model of brand advertising in offline channels and direct marketing on digital channels in a time where people are using their smartphones all the time. Who is paying attention to the TV? What does print advertising help, if nobody is reading anymore, but everybody is using a smartphone?
We talked to Gary Vaynerchuk on his view on the current state of social media channels and how marketing will evolve in the future.