Since the Cluetrain is 10 years old, there’s lots of attention being paid to it. But some still miss the point a little. To wit –
This is the second place I’ve seen this post and I still don’t quite get it… esp. this bit:
But if markets are conversations, broadband technology and web inventions have created something the [Cluetrain] manifesto writers could not and did not anticipate.
Twitter, Facebook, instant messaging, e-mail, blogs, Skype – the internet is alive with conversations. Tempting for marketers to think that today’s challenge is to find a way of inserting themselves into these exchanges. No, that’s rude and it doesn’t work.
Our challenge is the much more interesting one – to allow customers to have a conversation with us on their terms and whenever they choose.
Hmm.. true in a strict sense that the Cluetrain could not anticipate apps like Twitter, Facebook etc. specifically, but if memory serves, isn’t the social web in general exactly what the Cluetrain was anticipating?
Not sure that the us/them, marketers vs. customers dialectic perpetuated by this poster in that last paragraph is what the Cluetrain had in mind either. Oh great, the marketers are “allowing” us to have a conversation with them now? Don’t need their permission, never did, thanks for nothing.
I much prefer this kind of approach. Marketing as “brand ethnography:”
Be quiet. Listen. Ask.
Likewise, shelve the impulse to be the one with the clever lines & arresting images. You’re a brand ethnographer now. Your field notes contain the seeds of strategies.
(h/t Jason Falls).