The Wall Street Journal, reeling from its controversial coverage about Google, Larry Lessig, and net neutrality, published an article about “The Secrets of Marketing in a Web 2.0 World“. Here are the “secrets” they enumerate:
- Don’t just talk at consumers — work with them throughout the marketing process.
- Give consumers a reason to participate.
- Listen to — and join — the conversation outside your site.
- Resist the temptation to sell, sell, sell.
- Don’t control, let it go.
- Find a ‘marketing technopologist.’
- Embrace experimentation.
I suppose I shouldn’t be so harsh; common sense isn’t always as common as the phrase would imply. And the “let it go” advice is probably controversial outside of social media circles. Still, it boggles my mind that these principles aren’t just considered part of online marketing 101.