Get Down with the People

Today I participated in a meeting with a group of senior marketers from one of the largest global companies in the world. At one point the exec who convened the team asked me point blank, "Steve, what's the most important thing we need to do as marketers in this new world?" My answer? "Get down with the people." The time for analysis is over. will work against you today. That's a big change, folks. Marketing is evolving. It's now more about creating a deeper relationship with the few, or even the one. This is good for all of us involved. Still, I am concerned that more marketers are concerned with forging a deeper relationship with consumers than helping them do so with each other. The companies that can bring together communities and get then out of the way are the ones that are going to be the most successful in this new world. Add to document.write("Del.icio.us") | Yahoo! My Web Senior Vice President with Micro Persuasion weblog, which tracks how blogs and participatory journalism are changing the public relations practice.