What's "New Marketing" all about ???

Hello, thanks for wondering into my space ... The idea of "New Marketing" just started to ferment into my work about two months ago. I tried to explain a product manager what he can do with a wiki. He was vaguely familiar with Wikipedia as a place to get information. But he didn't realize that all that content came from a large number of independent "experts" (unpaid volunteers). I tried to make an analogy to the software world. But the message was not getting across. After thinking about it for a while, I realized that understanding a technology is one thing. Benefiting from it, is a bigger step.

So, what is "new marketing"? My definition is using current tools to do old tasks better. AND doing new things that could not have been done before. -- For example, with Blogs, one can post any kind of opinion and information without the need for newspapers and magazines. For a long time, a marketer's job was to get things into the "trade press". Notice, that in a short time, the trade press changed because of blogs (approximately 2002 ~ 2004). Now magazines write about blogs (usually by referrals). Mostly because blogs are current, can hold more information and can be used to link reference and related information easily. Again, technology changes many thing, this is not a new phenomena.

It seems to me that very few managers and executives in marketing are using blogs. Marketing people always have things to say. They love to talk to customers that know their product. They love to talk to developers that create new products. They love to talk to researchers with new technologies. They love to talk to sales people about what is going on with the "market". They love to talk to market researchers about "statistics" - what is going on "big picture" ... OK, enough with "they love to talk ..." - you get the point.

This brings up the final point in this posting. If you are ahead of the competition with the use of the "new" tools (I call them current tools), you can be ahead of the competition. New marketing is doing things that were done before better. It's also about beating the competition without more resources. It's about being smart and pushing the envelope of tool use to your benefit.