The conversation is king

Kudos to Jonah Bloom at Advertising Age for writing that consumer-generated Super Bowl ads largely miss the point.

Yes, it was very cool to see $2.6-million in airtime used by a concept conceived, directed and created by a consumer. But the real value is in enabling and sustaining conversations with and between your customers.

If done right, the effect this will have on your business lasts far longer than 30 seconds.