TheCustomer

I hesitate to challenge the Economist, but just this once…

The pitch of their ‘ultimate marketing machine’ article is grounded in analogue principles, where marketing is controlled, scheduled and edited by the advertiser. Not online it isn’t. The customer has control.

This though is embedded in thinking from Cluetrain to Tipping Point: markets are conversations, which marketers may participate in and influence, but they do not control. This is the fundamental shift brought about by the internet. All else is short term competitive advantage in analogue marketing’s 4 p’s.

Link: Internet advertising | The ultimate marketing machine | Economist.com .