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Posts Tagged ‘Michael S. Malone’

Over the last month or two, I’ve had numerous conversations with marketers in traditional (i.e., non-technology) industries about their Web-based and social-media strategies.  In fact, I talked about the challenges of so-called ‘buzz campaigns’ and Web micro sites in a recent blog post on Internet marketing sustainability.  Let me sum up the challenge that has surfaced in all of those conversations:  Many marketing leaders are excited about new marketing communication channels; however, they are approaching these new mediums with the same advertising/one-way-communication mindset that seems to pervade too much of the marketing communication world.

That’s why I was impressed with a very engaging Opinion-page piece by Silicon Valley marketing executive Tom Hayes and ABC News “Silicon Insider” columnist Michael S. Malone, titled “Marketing in the World of the Web,” in The Wall Street Journal this past Saturday.  Hayes and Malone argue that marketing participation on the modern Web and in social media platforms requires a new marketing mindset.  “A very different set of tools, concepts and practices is needed,” noted the two.  “Call it Marketing 3.0.”

What do they mean by this?

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