For many marketers, regardless of whether they are on the private or public sectors, the following graphic illustrates how they were trained to think about their role:
Ok ok, so in the public sector, replace “buy our stuff” with “believe what we say” ;+)
It’s the broadcast model. Controlled and consistent messages delivered over and over again via mass channels – the “axe in our heads” that the Cluetrain Manifesto railed against.
But the reality is this:
These are taken from this presentation from a major agency in the UK. They are set up as a “then vs. now” comparison, given the rise of social networks, the blogopshere, user generated content, and blah blah blah.
Sometimes I think that this 2.0 stuff is merely bringing out into the open the way that people reacted (or didn’t react) to the broadcast model all along. But anyhow.
OK so we know that broadcast thinking doesn’t work in a networked world — Well what are the strategies then? We’re all experimenting, but I don’t think we’ve really begun to figure it out yet.
(found via craphammer)