"...Like any market, micromarkets are relational affairs. They do not exist independent of their observers in quite the same way as shoes and ships and sealing wax. This may seem an abstruse philosophical point, but it has critical ramifications for business, so pay close attention here. People in the microaudiences coalescing around micromedia do not think of themselves as micromarkets. They think of themselves as people.
This is perhaps the greatest shift in the balance of power between companies and what they have viewed until now as consumers--people whose only function was to buy products. The net has helped human beings rediscover other, and often more interesting, uses for their humanity. Because of this shift in perspective--which has caused online markets to radically realign priorities and allegiences--business needs to be especially wary of using old broadcast terminology as if it still applied in familiar ways. 'It looks like a medium, so it must be like television.' Or 'I see a lot of eyeballs out there, so it must be a branding opportunity.' Just because some words sound the same doesn't mean they describe the same realities."
(C) 2001, Gonzo Marketing, Christopher Locke AKA RageBoy
Tags: Gonzo Marketing, Web2.0, blogging, business, rageboy, chris locke, micromarkets, internet, tech, cluetrain, voice = Powered by Qumana
