New Media Is Way More Than Just a Passing Fad in Marketing


Image by Wade Rockett

Image by Wade Rockett

Hats off to Jeff Jarvis for his post about new media and journalism  It certainly set the cat amongst the pigeons, and has generated a flood of contentious comments!

So often when the substance hits the fan we cry “Not my fault!”  It’s refreshing to see someone who looks the changes in the eye and is willing and able to see what part of that he can be responsible for.  In a climate like we have today it’s all too easy to blame our woes on something or someone else.

The internet does not just present a few glittery toys. It presents the circumstances to change our relationship with the public, to work collaboratively in networks, to find new efficiencies thanks to the link, to rethink how we cover and present news. No, the essence of the problem is that we thought the internet represented just a new gadget and not a fundamental change in society, the economy, and thus journalism. “ Jeff Jarvis  Buzz Machine.

Another thought leader who thinks this way is Seth Godin, author of Meatball Sundae. Here are some excerpts from an interview with Seth about the book and his premise that new media is a sea-change in how we do business.

We are in the very beginning of yet another industrial revolution. We had several of them; the last one was the mass marketing industrial revolution.

Most businesses don’t have the CEO saying let’s reorganize this company around new marketing principles. Instead what they have is pressure on hardworking, well meaning folks lower down the organization who are told make this new stuff work with our older organization.

With no exceptions, of every consumer brand that has grown from nothing in the last ten years, not one of them has been built on the back of television. In 1978 or 1968 it was a 100%, and now it’s 0%. We see that the Starbucks and the Amazons and the Zappos of the world growing by other means.

This is not a little sideshow, I believe that this is the beginning of the future.

The old gatekeepers were people like Rupert Murdock, Sumner Redstone or the owner of Clear Channel. One nod from such a very powerful person got you in; if you knew the right reporter at the New York Times, or had enough money to buy a PR firm to get in there, you had access.

We are also inventing new gatekeepers, so a guy like Mike Arrington (TechCrunch) who I never heard of three years ago, is now one of the most powerful people in new media.  If he likes you and says three things nice about you several weeks in a row, you can triple the valuation of your company.

Source: Interview with Eric Enge  

New media is much more than a fad – it is a game changer. Watch Game Changing Moves for more insights. In fact, have your C-suite watch it.  Now is the time to find new business models that work.

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