In the preceding post, I raved about Deliver Magazine. Also included in the May issue (PDF link) was an interview with Chris Anderson, Long Tail raconteur and editor-in-chief at WIRED Magazine.
Chris shared smart words on what it means to be GENUINE in today’s marketing world where what gets measured gets manufactured. Good stuff ...
“Genuine is an e-mail from a person rather than a company. If the lead singer of some band that I like sends out an e-mail to those of us who have registered our interest, that’s authentic in a way that a record label sending out an e-mail wouldn’t be. If the lead singer responds to his e-mail, that’s even better. A MySpace page is more authentic than a billboard. A blog is more authentic than a press release. It’s all about having a human voice and re-personalizing the connections.”“The key is in catalyzing word of mouth. If consumers don’t trust institutions and do trust individuals, if they don’t want to be marketed at and do want to be influenced by their peers, how can marketers influence those influencers, those alpha peers? Some companies have done lots of experiments in this. There are fake blogs and fake viral videos and fake buzz marketing. It sometimes works, but if you’re busted, it turns into a PR nightmare.” -- quotes from Chris Anderson
Great Post John,
being genuine is what it's really all about
Posted by: Ben Rowe | May 25, 2007 at 07:17 AM