Is the web breaking marketing?

In a world where everything seems to be looking towards advertising for its business models while prices and performance are plummeting, I cannot help ask myself whether advertising is the next model to break down, torn apart by the transparency and openness of the social web?

A very thoughtful piece by PR guru Brian Solis had me thinking even more about these. Because even though he outlines as the promise of social media in this space, he also highlights all the challenges that traditional marketing is facing.

He ambly points out that market communication has lost the true sense of communication. Where communication is dialogue, market communication has become a monologue dedicated to hitting segments with tailored messages - again and again - until the message gets through.

This is untenable in the age of the social web, and as a consequence Brian is calling for brands to focus on engaging in conversations with customers and stakeholders at large.

But can brands really do this?

Can a brand be authentic and engage in real conversation, when the underlying strategy at all times remain to sell products? Can you be authentic, when your success depends on getting someone to buy something from you while turning you a profit doing so? Aren’t we kidding ourselves, if we think that brands trying to communicate with us and engage in conversation are doing it from the purest of intentions? And won’t brands get found out?

Personally, I think so. And that’s why I think a big part of the solution to this issue is to be completely transparent about everything you do, plan for and experience as a brand. Be really open and honest. Celebrate victorires. Admit setbacks. Etc. To get the transparancy of the old medieval market square back, where it was a pretty hands on experience to evaluate - by looking and feeling yourself - whether the products the traders were trying to sell you was actually any good compared to the cost.

Perhaps the real trick for marketing is to think less about gaming the systems and peoples mind and focus more on true anthenticity? The more I think about it, the more I believe it to the way forward.

Vad NU! is a consultancy company owned by Mads Kristensen and specialized in helping clients take advantage of the business opportunities created by new media. Click to learn how I can help you and your company.