'Social networks are not revolutionary for marketers'

[VIDEO] Social networks such as Facebook and Hyves will prove more effective for only a few companies than traditional media. That's what Mike Linton, one of America's most important marketing experts, says. Which company do you want a relationship with? Linton thinks social networks are "a fantastic invention that everyone should try

[VIDEO] Social networks such as Facebook and Hyves will prove more effective for only a few companies than traditional media. That's what Mike Linton, one of America's most important marketing experts, says.

Which company do you want a relationship with?
Linton thinks social networks are "a fantastic invention that everyone should try. But consumers really do not want a 1-on-1 relationship with every brand they buy ". Google, on the other hand, as a marketing tool, is overestimated, he thinks. Search engines in general. "You have to ask yourself what brand you have when consumers do not come directly to your site".

From detergent to coffee
Linton, like many marketeers, learned the marketing profession at Procter & Gamble, but became best known as Head of Marketing at the major American electronics chain, Best Buy. After a period as marketing boss at eBay, he is now a member of the board of directors of coffee chain Peet's, which is the battle with coffee giant Starbucks. He is also a regular columnist for the authoritative magazine Forbes.

*) Every Tuesday from 10 am: True Tuesdays. Presented by Michiel Frackers, including co-founder of Planet Internet and 925 and shareholder in Flabber. Camera and editing: Godfrey de Vries.

Previous episodes:

  • Episode 1, Janpieter Scheerder about Silicon Valley: 'The Netherlands has a lot of talent, but little patience'
  • Episode 2, Daniel Brusilovsky about young people: teenage entrepreneur in disrepute
  • Episode 3, Mark Bernstein (ex-CEO CNN) about news: Splintering of media brings with it concerns
  • Episode 4, Mike Gifford on hardware: 'Microsoft wins from Apple'
  • Episode 5, Andrew Bridges about privacy: 'Reputation Google and Facebook at stake'
  • Episode 6, Andrew Anker about the new internet hype: '40 internet companies prepare IPO for '
  • Episode 7, Arthur van Hoff about Twitter and his own entrepreneurial opportunities against Google and Microsof: 'Dutch partner Twitter not afraid of Google'