Been forcing myself through the five hour audiobook of Meatball Sundae by Seth Godin these last two days, and I must admit that even though the book lacks the strength and interestingness of some of Godins previous volumes (Purple Cow, Permission Marketing, All Marketers are Liars, Unleashing the idea virus etc.). It’s main point gets transmitted nicely right from the start:
Any business wanting to invest in “new marketing” techniques has to be tailored for it from the business model up. You can’t just “slap” a blog onto an “old” business and pray for it to work.
I’m guessing the world is a bit more nuanced, but it certainly carries a lot of truth with it…
A blog, forum or podcast is merely a tool in order to get where we are, but it doesn’t alone bring the company into dialog and partnership with it’s participants. It’s just one way of getting there once the whole business has insisted on real change.