I guess Business Book Best Practise 101 is to do theory and examples in one book, wait for it to sell well, then bring out a second book of applied thinking and "top tips" (Growing Your Tail!!) - by which point the democracy of the intellectual market will have pointed out which bits of book one were nonsense (and you can discreetly ignore all the great examples you gave which have since gone bust!)
Also, nobody has *any* idea how to use "web 2.0" for marketing, as far as I can tell.
No, there does seem to be a general 'throw it at the web and see if it sticks' attitude -which was part of what's frustrating about the book, because it presented that kind of demographic analysis as part of a developed strategy as well as Sensible And Good, where the examples before it were saying the exact opposite (we don't know what we're doing but it probably should be quite different).
There's a fair bit that web2.0 can do in terms of supporting a marketing department -eg, using RSS and / or del.icio.us to keep track of things happening in your sector -but as an actual tool for selling people stuff, there's work to be done there (witness Sony's horribly embarrassing 'viral' campaigns)
However, I would probably at least get book 2 out of the library, so in that sense it's done its work...
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Also, nobody has *any* idea how to use "web 2.0" for marketing, as far as I can tell.
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There's a fair bit that web2.0 can do in terms of supporting a marketing department -eg, using RSS and / or del.icio.us to keep track of things happening in your sector -but as an actual tool for selling people stuff, there's work to be done there (witness Sony's horribly embarrassing 'viral' campaigns)
However, I would probably at least get book 2 out of the library, so in that sense it's done its work...
Reply
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