Markets are conversations, but should marketing be conversational?
That is the question that David Weinberger tried to answer during a public phone interview I conducted with him last week for the Marketing 2.0 group in Facebook.
His view? Perhaps not – marketing may be not be able to engage in the conversation without corrupting it.
One alternative, which we have implemented for a variety of clients – including the FASTforward conversation on Enterprise 2.0 for FAST Search, and the Mobile Messaging 2.0 conversation sponsored by Airwide – is to host a conversation that is sponsored by that company, but which is editorially independent from the company. We let our clients engage in those conversations, but their engagement is subject to editorial approval. For some of those communities we also started to set up editorial boards who help us make decisions on what is appropriate and what is not.
Of course there are other marketing functions that cannot not be conversational, but more on that later…
[Tags: marketing david weinberger marketing 2.0 conversational marketing markets are conversations]
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