Cluetrain at 10

Posted on February 21, 2008. Filed under: Marketing, Web/Tech |

Unfortunately I missed this event but Josh Benoff of Forrester summarized some of key comments of Doc Searls which I quote below:

cluetrain_at_10.jpg

1. Advertising as we know it will die.

2. Herding people into walled gardens and guessing about what makes them “social” will seem as absurd as it actually is. (Facebook is his example.)

3. We will realize that the most important producers are what we used to call consumers. (Yup.)

4. The value chain will be replaced by the value constellation. (Many connections.)

5. “What’s your business model?” will no longer be asked of everything. (What’s the business model for your kids?)

6. We will make money by maximizing “because effects”. (“Because effects” are what happen when you make more money because of something than with it.) E.g. search and blogging.

8. We will be able to manage vendors at least as well as they manage us. (Agreements between companies and customers shouldn’t be skewed in favor of the companies.) At Harvard Law they call this VRM — vendor relationship management — which is what Searls is working on (projectvrm.org).

10. We’ll marry the live web to the value constellation. (The Live Web isn’t just about stars. Relationships of anybody to anybody.)

All this might not be readily accepted by marketers today, but let’s remember that most of what the authors of the Cluetrain Manifesto loudly proclaimed ten years ago about how the web will change consumer behavior and marketing has come to pass. My take is that he’s right again.

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4 Responses to “Cluetrain at 10”

RSS Feed for Travel Marketing in the Age of Web 2.0 & Beyond Comments RSS Feed

[…] Joe Buhler comments about the Cluetrain Revisited where Docs Searls, ten years later, proposes ten radical and fantastic ideas. One of them is: “4. The value chain will be remplaced  by the value constellation (many connections)” […]

[…] Joe Buhler comments about the Cluetrain Revisited where Docs Searls, ten years later, proposes ten radical and fantastic ideas. One of them is: “4. The value chain will be remplaced by the value constellation (many connections)” […]

Hmm is anyone else experiencing problems with the images on this blog loading?

I’m trying to figure out if its a problem on my end or if it’s the blog.
Any feed-back would be greatly appreciated.

Saludos ! He estado siguiendo la lectura de su sitio web
para algún tiempo ahora y finalmente tuvo la valentía coraje para seguir adelante y darle un grito
de Huffman Tx ! Sólo quería decirte Mención buena trabajo !


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