Tuesday, April 27, 2004

The Internet and Marketing Control 

This speech should be mandatory listening for every marketer and public relations counselor in America. (Scroll down to the video link) The speaker, David Weinberger, is the former senior Internet adviser to the Dean campaign and a person widely acknowledged to be an expert in Internet marketing. His talk is about the lack of control that marketers have with the Internet. Marketers no longer control messages. They no longer exclude consumers from bodies of information.

I have ranted here about the change in control the Internet has brought to public relations and corporate communications. I'm glad my views are not solely my own. Yet marketers persist in the belief that they can control messages. That comes, unfortunately, from business school training where everything is about managing and control. Listen to the whole excerpt. It's worth your while.


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