Comments on: Marketing: The View from Silicon Valley vs. Madisson Avenue

By: Emergence Marketing

Emergence Marketing — Tue, 25 Jul 2006 07:53:29 +0000

Markets without marketing?

Doc Searls has an interesting, albeit provocative, article in the Linux Journal, tiled “Markets without Marketing” (via Horse:Pig:Cow, which has a great follow-up post on it, as does Hugh, who also disagrees). The article has a number of sweeping…

By: francois gossieaux

francois gossieaux — Fri, 23 Jun 2006 12:41:33 +0000

Pete, Nick - thanks for taking the time to post thoughtful comments!

I agree with you Pete that TV is not out yet and that we need to be better at reading the 360 mix. Many traditional marketing folks do not quite get that yet, and while some are starting to pay lip service to it, they are doing it without making any commitments.

I agree with you too Nick. An unfortunate problem with the Web 2.0 crowd is that it is fairly small and has relatively little impact on mainstream marketing except for a niche in tech.

By: Nick Dynice

Nick Dynice — Fri, 23 Jun 2006 11:50:58 +0000

Great post. I wonder if the Madison Ave. style advertising turns off the WOM/Web 2.0 tuned customer. I think if there is a call to action in traditional media (the action being to subscribe to the blog or podcast/join the forum/make your own commercial), you could leverage both and attract both types of customers, as you said Pete, the “360 mix.”

The problems with using the mix is that the WOM/Web 2.0 marketers don’t see why you should wast money with something like a TV commercial (part of their selling point), and the Madison Ave. types for the most part don’t get WOM/Web 2.0 other than to say “Google us” in their commercial.

Thinking back to the Web 1.0 bust, there were a ton of TV commercials, but probably not as many calls to action in the form of attention, just come to our site and buy from our e-commerce solution. No facilitation for discussion (maybe with message boards, but blogs are much better in allowing you to lead the discussion, features trackbacks, etc).

By: Pete Blackshaw

Pete Blackshaw — Fri, 23 Jun 2006 05:59:39 +0000

I still worry we sometimes create “false dichotomies” around all this. It’s not that “old media” no longer does the trick — for instance, I don’t think TV is even close to “being dead” - but it’s more of a trigger or catalyst to something even more important: the deeper involvement and “engagement.” The offline stimulus need no monopolize the marketing mix but it’s often central to getting the conversation started. Max and I were just talking about the oversimplification of the offline versus online debate re: WOM. Offline may stimulate the curiousity, but the online behavior clarifies and deepens the truth. We all need to get far better at reading the 360 mix. Listening is the most critical starting point. Great seeing you in SF, Francois.

By: Max Kalehoff

Max Kalehoff — Thu, 22 Jun 2006 15:03:31 +0000

Right on Francois!