Hi,

Is there really a new thought here? A debate about interactions, conversations and co-creation has been on in the marketing field for some time now. It would have been useful to see a framework for taking decisions or a sharp point of view with supporting evidence.

Reynold

With increase in consumer power,the old trend of marketing is giving way to quality.One is tired of marketing.

yeah, he kinda stated the obvious. that said, the fact is the consumer has always had the power (i.e. the money). unfortunately, this fact has been "misplaced" for too long. quality is subjective - if not based on how one assigns value to a particular product/service - and typically a matter of perception. marketing job remains the same: to influence that perception. what is changing is that more and more the consumer is dictating where, when and how they receive those messages. if at all. the days of taking the consumer for granted are gone.

Obviously that is like the overall "new economy" thing, economy and business did not really change with new technologies, it just evolved in a way that we run the economy aand businesses differently...

I've taught for years from my mantra: "People buy benefits...use products... talk brand." Nothing much changes from that except how we communicate the benefit the consumer wants, needs and is seeking. Anything else is transparent hype.

I don't mean to be critical of the posting--I appreciate the opportunity to respond. I'm constantly surprised at how the heads of media companies and marketing gurus make news by stating the obvious. Saying that customers are looking for products and companies that "create value" for them is like listening to Stephen R. Covey say that we are living in a "knowledge worker economy." Not is it obvious--and has been obvious for a long time--but it's not helpful.

If you want to create value for me, let me know what you are doing to create value for your customers-new ideas, not new commentary on old ideas.

Yeah, we're not treading new ground here with any of these ideas. Simply put, the consumer has more informational capital now than ever before, and because of this they're not so reliant on marketing campaigns that might have "wooed" them in the past. They don't need a company to tell them how good their own product is, they'll go online and let other consumers make that distinction. Micah is right, what the consumer wants to know is how your brand is innovative, not how pretty and shiny it is.

In regards to social dialogue in marketing, I just caught wind of a very interesting/cool experiment by PRWeb:

They announced today that the first user to identify and blog about the handful of new features the company has implemented on their site over the last week, and use their blog trackback feature to connect to the press release, will win $1,000, and some noteriety.

Now, my question is: Will this inspire social dialogue, investigation and enhance PRWeb's marketing position? Or is this just a one-time hit?

I firmly believe blogs and social dialogue are the future of media and marketing (OK, there actually CURRENT!)... but I'd be interested to know if this approach, and trackbacks, encouraging investigation through promotional monies... does this work?

You can view the press release here: PRWeb Wants to Talk.

Best,
Mark Alan Effinger
RichContent.com

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