Since the Cluetrain Manifesto was first published online in 1999, it has been read by millions, turned into a best-selling book, and influenced any number of marketers.
Now, more than 7 years later, Michael Mace of Rubicon Consulting decided to revisit its 95 principles. His analysis is somewhat negative in places but deadly accurate in others.
His response to #1 in one of the best:
1. Markets are conversations.
An outstanding observation, but it needs an amendment: Online markets can be conversations. Most companies still market in the traditional way, using traditional marketing tools. They get into trouble when they take their traditional marketing reflexes into the online world. Because online media can be two-way, it's very insulting to use it in a one-way manner (for example, e-mail messages that don't allow answers, or weblogs that don't allow comments). That's as rude as refusing to respond to questions at a cocktail party. And people online often take the insult personally.
I invite you to read his responses and then check out Rubicon's slimmed down version of the manifesto. It's a worthwhile read for anyone in marketing or business.
Comment Preview