The Age of Conversation was an experiment in taking 100 marketing minds of the blogosphere and putting them together to produce a book. They did it, it was published and is grand. Full of great thinking.
Now the second edition is in the works - Age of Conversation 2.0. Your's truly has been tapped to write a chapter. But first the gang needs to decide on a theme. This is where you help out by voting here.
Not to sway you but my vote was for Why People Don't Get It. Thought either of the other two would be good.
Lately I've been thinking a lot about how there has become a lot of confusion in things digital when it comes to marketing. People are confusing what are great business opportunities with great marketing opportunities.
There are a lot of people making money and starting companies all over the digital space, and that's great. But that doesn't mean they are great places for brands to go and try and influence people or try to tell them who they are.
Too many are slapping up logos and contests or trying to become your friend in an effort to try and jump on the next great bandwagon.
But without a story or purpose it just annoys and fails to influence. Or worse, fails to meet expectations.
For instance, Google Adwords is a great transaction driver and has brought new people to spending money in a marketing type activity. But it does nothing to change my view of the brands that use it. It's just a conduit. So while it's a great business opportunity it's not a great brand opportunity. It will help close a transaction but won't help retain or create price premiums. Or make me feel more of a need to buy one brand over another. It's more a giant arrow pointing to the check out.
Or something like that.
I know this thought isn't anything new, and I've yet to work out what I mean by the different between a business opportunity and a brand opportunity, but I'll get there. Until then, go buy the book.