Why phone conversations have a better marketing effect than a Super Bowl ad

On the role of the telephone at Zappos, CEO Tony Hsieh said:

We believe the telephone is one of the best branding devices out there. We have the customer’s undivided attention for 5-10 minutes—compare that with a 30-second Super Bowl ad when the viewers are probably not paying full attention. If we get the interaction right, what we’ve found is that customers remember that for a very long time and tell their friends and family about us.