the future of marketing spelled out loud and clear
08/31/2005 08:02:00 PM 
a truly brilliant post about the new world of marketing It contains lots of great links, examples and one perfect chart that sums it all up. Everyone and we mean everyone, needs to read this post and think carefully about what they are doing to deliver to everything on the right hand side of the chart.
Here is the chart repeated.
Old World .......................................New World
Marketers do it......................................Everyone does it
Focused on how the company kicks ass.. Focused on how the user kicks ass
Advertising.................................................Evangelizing
Tightly controlled brand message............Brand hijacked by users
One way broadcast................................Two-way conversation
Company created content......................User created content
He who outspends wins.........................He who outteaches wins
Mass markets..........................................Selective focused users
Focus groups...........................................User feedback and experience-betas
Deception................................................Transparency
Bullshit.....................................................Authenticity
Development often independent from.....Impossible to separate development
marketing
The story must be compelling................The story must be real
30 seconds spots are king.....................Word of Mouth is king
Focus on branding................................Focus on passionate users
Get the customer to believe in it............You believe in it
It's worth blowing this up large and sticking it to a nearby wall and looking at it every now and again. It's a powerful tool that can help anyone separate the good from the bad and the future from the past.
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