- Marketing has changed.
Traditional advertising does not work, brochure-like websites do not work, the web has given people ultimate freedom of choice and of goods. When there are no monopolies and constrictions, interrupting people's lives is not effective marketing anymore.
There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone. – Cluetrain Manifesto
“If the news is important, it will find me” – some random mySpace user
An online marketer now needs to find where people are congregating online and needs to engage them in a meaningful way. Be it in matching with what they are looking for, watching how they interact and understand what they’d like or listening to their natural opinions on your company or market and reacting to that.