Market with me, not market at me
This is the week when broadcast television pitches its Fall line-up to potential advertisers. Their offerings appear thin as the content is expensive to produce and the advertisers have many more choices (mobiledevices, Internet) for reaching their intended audiences. For so long we have been 'marketed-at' in the words of Rod Smith, our VP for Emering Internet Technologies, because we viewers had so few alternatives even though we've long perferred to be 'marketed with.'
Google has changed all of this with its 'pay the customer first' strategy by placing relevant ads next to the search string. The television advertisers admit to wanting to follow the Google model of 'engagement' more than 'impressions.' It's about time and will benefit product owner and potential customer alike by disintermediating the lower-value middle layer.
Of course, the enterprise should learn a lesson here by studying how it can better go to market with employees and business partners more than using these communities solely as instruments of execution.