My first boss told me: “never believe your own B.S.,” but I can’t help seeing more evidence that marketing as a discipline has to move to the Dandelion Marketing model.
Take this fantastic post from Jeff Jarvis, arguably the most cutting-edge blogger on the topic of journalism, media, and the Internet.
The money paragraph is this one (imho):
What we’re seeing is the disaggregation of another media form.
We don’t buy albums; we buy singles. We don’t buy newspapers or magazines; we aggregate, curate, and link to the best stories we like, bypassing editors’ packaging….Now we will end up picking and choosing TV channels and even shows, diminishing the power network and station programmers’ and cable MSO’s hold over us.
I previously argued that advertising as we know it, MUST die and will evolve in a different form.
Jarvis drives that point home:
At the highest level, what we’re seeing is the death of the mass audience — and the value of distribution — and the advertising model that supported it.
So, here’s the rub for you, as a marketer.
If the mass audience and the ad model that supported it are dying, then the assumptions of how we find new customers (based on that model and the behaviors that it engendered) must also die.
That is precisely the argument which drove the development of the Dandelion Marketing e-Book and why I think marketing MUST also evolve.
This is going to be fun to watch and help (in a small way) develop.
