It’s
heartening to see people from the bastions of old, mass-marketing think start
to embrace the new world order. Of
course they realize that, as in many aspects of life, there is nothing new
under the sun.
Today’s MediaPost (registration required) features an excellent editorial by J. Walker Smith, the president of Yankelovich Partners. He opens with the bold statement that the “Internet has matured into the most important medium since television”. He goes on to provide a thoughtful analysis of the reasons why.
“The smartest use of technology is
to leverage this dynamic of participation and engagement. This is what people
want to do in general, and it's what all of the new technologies do so well.
E-commerce is booming, but the biggest trend online is social engagement, and
this will be an essential foundation for e-commerce in the future.”
“If Web 2.0 is going to make any
money, it needs to pursue these new marketing paradigms and not just depend on
Old Media models like selling ads — even Google AdWords feels like its
Marketing 1.2 at best.”
That they're evil doesn't mean you
should ignore them - it means you should be destroying them and then redefining
them: making them less about Madison Ave and BuzzAgent, and more about the deep
2.0 principles that in fact, are revolutionizing the deep economics of many
industries - principles like peer production, gift economies, sharing,
transparency, social capital, anticonsumption, and deep culture.
Technorati Tags:
Marketing 2.0, Media Economics, New Media, Old Media, Web2.0


