Pierce Mattie Public Relations New York

Meet Jim Davis, one of the first people to recognize the potential for marketing on the Internet. As the founding executive creative director of Modem Media, he led his team to develop the first consumer Internet site and ad banner in history for Coor’s Zima brand in 1994. Now, as co founder and partner of the boutique agency Life Ventures, Jim still believes the future of advertising is in harnessing emerging media. At Life, Jim and his partners advise global marketers on how to use social networks, viral media, mobile, and virtual worlds to reach consumers and build brand equity in the new conversation economy.

Suzanne: So I understand you’ve had over twenty years of experience working in the advertising world, where did this passion come from?

Jim: My dad was in advertising and we used to develop zany campaigns for fun at the kitchen table before anyone else got up…and I used to watch Bewitched…I wanted to be Darrin…he had a fun job and a hot wife.

Suzanne: What would you say has been your biggest accomplishment in the industry thus far?

Jim: I think the work we did for Zima, ok it’s really old, but it was groundbreaking and revolutionary…it was the first internet advertising period, it was the first blog, like ever, it was the first time people could download stuff from a brand to decorate their desktops. It was the first time a brand had a direct relationship with its consumers.

I think the work we are doing now for one client in particular – a brand launch in consumer electronics, a non-niche product launch using strictly social media, viral, events and Second Life – no TV, no print, is also breaking some new ground.

Suzanne: So since those early days of Zima.com, how has online advertising changed?

Jim: Well, when we launched those first pioneer efforts for AT&T and Coors it was the “dancing bear” stage of the Internet and click through was a big deal. Now click through on banner ads is very low and we are advising some marketers not to expand from their sites and inject themselves into the social fabric of the web, which is growing at an amazing rate.

Suzanne: Why is that social side of the Internet so important?

Jim: Because more than ever before people are creating their own content – 75% of online adults and about 90% of online youth use one or ore forms of user-generated content on a regular basis…so the next ten years is going to be about consumers creating their own content and sharing it—like the new site that asks consumers to shoot their own TV spots and send them in, winners get aired. Crazy.

Suzanne: What would you tell companies that want to get into social media advertising but don’t know where to start?

Jim: I would say….Look at the two areas of activity in your company—PR and Traditional advertising and commit to do a test to invest and try out something new. Start small, get expert outside help and measure the heck out of your early efforts. On the PR side, try replacing just one release a month with a social media release containing a meta layer, embedded media, URL track backs and a button array for Digg, Sphere, Reddit etc. And start a blog or get someone else, if you’re a too-busy CEO, to start one for you. Just those three things will get you thinking differently. But be prepared to fail your way to success the first little while. And remember social media belongs to the people so don’t just take your 30 second TVC and flog onto Vimeo or Revver. Give people the tools and a reason to love you and they will create better stuff than you ever imagined.

Suzanne: So, what do you foresee in the future of the Internet?

Jim: Well I think there are three trends that are intersecting….One, high speed. Broadband is everywhere and Wifi is mostly free in urban centers and new machines like Nokia’s Internet tablets make usage possible anywhere without PC and richer than WAP or smart phone browsing. Two, high definition. People are used to big-pixel experiences now. TV, console games, even mobile games all look really great and now people are creating their own high def content with cameras that cost under 5 grand, which was unheard of a few years ago. People are building vast RPG experiences like WOW and Second Life. And lastly, high expression. People are seeking more and more immersive social networking….so Facebook, then Second Life, then who knows what…and that’s what we are watching and trying to navigate for our clients.

Suzanne: Well Jim, you’ve given us a lot to think about. You’d probably give Darrin a run for his money.

Jim: Thanks. Now if only my wife could wiggle her nose and…

Suzanne: And what?

Jim: Keep the Yankees winning.

Suzanne: So you’re a Yankees fan then?

Jim: Yeah, it’s my worst vice. We shut the office during playoffs last year and worked off BlackBerrys at the stadium but you won’t print that right?

Suzanne: I can’t make any promises.