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According to the recent and paradoxical declarations of marketing expert and Global CEO of Saatchi & Saatchi Kevin Roberts, marketing is dead. Following the logic of other marketing leaders such as blogger and entrepreneur Joseph Jaffe, is advertising also going through a near-death crisis? It appears that way, at least for the advertising that doesn’t consider creativity.

In his book Life After the 30-Second Spot Jaffe advised marketing professionals to not limit their creativity by focusing on the structure of the 30-second spot. Here, discover how creative and non-traditional advertising could be the saving grace for publicity.

The impact of social media is becoming stronger each day, and crossing borders to affect all areas of business. From how we sell to how we communicate, everything is going on through an extensive digital community. If you aren’t present on social networks, you aren’t really alive.

In a context where there is a lot to learn, adapt, and reform, marketing is one of the disciplines seen as having the most influence through these new channels. Experts such as Joseph Jaffe have stepped up to the challenge that for many companies is just beginning: becoming digital.

Recognized in the areas of innovation, marketing and social networks, Jaffe is an entrepreneur and recognized blogger and podcaster. Through his three books—the most recognized being Flip the Funnel—Jaffe nurtures a conversation between businesses and the consumer. In the following exclusive WOBI interview, Jaffe reveals the advantages of social media for your business, the importance of constructing a connection with the client, and the power of word of mouth.