As Jim Stengel from P&G pointed out recently the future will be built around interactive (conversational) technologies - specifically mobile, word-of-mouth, and customer co-creation of brand experiences. He talks of turning the world's largest marketer into a starter of conversations...
Somewhat earlier, the Cluetrain Manifesto written in 1999, established 95 theses - I have listed the first 10 - the remainder are here:
- Markets are conversations.
- Markets consist of human beings, not demographic sectors.
- Conversations among human beings sound human. They are conducted in a human voice.
- Whether delivering information, opinions, perspectives, dissenting arguments or humorous asides, the human voice is typically open, natural, uncontrived.
- People recognize each other as such from the sound of this voice.
- The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.
- Hyperlinks subvert hierarchy.
- In both internetworked markets and among intranetworked employees, people are speaking to each other in a powerful new way.
- These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge.
- As a result, markets are getting smarter, more informed, more organized. Participation in a networked market changes people fundamentally.