Larry Weber, at the Syndicate Conference, is right on point as he talks about where marketing is headed. Doc Searls blogged Weber's presentation and added some commentary. Here are some of my favorite nuggets:
The stronger the dialog, the stronger the brand; the weaker the dialog, the weaker the brand.
Hey, throw a party in your digital space. Opinions shape marketing now. Marketing doesn't shape opinions.
If your sites don't have a social interface, you're going to lose the leadership position in what you do. Something that wants to look, teach, and learn from you. And it's going to be hard because in this marketing world, people are used to looking through one-way media.
The trick here is to understand that you're in business because you're an expert in a particular area. Or, at the very least, you've gained some expertise over time, on the subject your business covers. So if you're in the medical field, you have some expertise as a nurse, or a doctor or as a pharmacist. If you're in the tourism business, you're an expert on your local market, or on tourism in general. That means you have information people want! People are thirsty for knowledge about the subjects that interest them. Satisfy their thirst by sharing your knowledge and voila!--you have a relationship with them, and you've built trust. The business relationship follows that trust relationship.
Read more at Doc Searls' blog.