December 19, 2004
“and we can break that sausage too”
Doc Searls has some tips on marketing in this new age of ours:
First, pay attention to what customers are actually doing, and actually saying, about your company and your products. There are companies that can help you do this, but you need to do it for yourselves as well. If your company and products are the subject of blog discussion, follow that too. There is bound to be plenty of data available, in time, from companies that mine the blogosphere for historical as well as current information, and who follow “The Live Web” as well as the Wide one.
Second, purge the old mass marketing lingo. Forbid the terms “consumer” and “message.” The first insults your customers, and the second is something nobody demands. Face it: neither conversation nor relationship are about “messages.” I know this makes what we used to call “message development” really hard, but that’s too bad. A good clear description
