Markets as "Conversations"

Val Landi's Weblog: Tuesday January 31

Realtime’s tagline, “Leading the Conversation,” was derived from one of the more astute marketing aphorisms of Doc Searls, co-author of The Cluetrain Manifesto and one of the pioneers of the blog (along with Dave Winer). Doc coined the phrase “markets are conversation” early in his career.

Doc has been a good friend and treasured colleague for some twenty years. He lives in Santa Barbara with his wife Joyce and son Jeffrey.

In a recent blog post, Doc discussed one of his latest observations on how the Web is evolving as a communications platform with the emergence of RSS, podcasting, and blogging.

Doc makes a simple but profound distinction between what he calls the Static Web and the Live Web.

Doc is writing a new book called The Live Web, which he defines as “the one that’s written and authored and published and blogged and podcast and tagged and syndicated” vs the static Web, “defined as sites that are designed and architected and constructed and are, on the whole, buildings on real estate that front the Web.”

The corollaries to Doc’s observation, which I’ll be discussing on and off over the next few weeks, is that the Live Web will revolutionize marketing as we know it, making great, creative marketing campaigns more specific, intimate, and conversational in nature. In a world of RSS delivered content, with 500,000++ “channels,” brand and the ability to tell your “story” becomes increasing more important.

The Web is following what I see is the basic “Evolutionary Law of  Media”: the specific (think “long tail”) drives out the general both in terms of content and delivery channels.

One of the key differentiators for marketers in this increasingly complex, live-Web world will be the ability to engage your customers and prospects in conversations and to tell stories about the core or underlying magic of your company and its people, technology, products, and services.

In short, the more “live” the Web becomes the more “social” it becomes and the more oral and conversational and intimate and community centric and networked it becomes.

And the more critical blogging and podcasting will become to engaging your market in a conversation.

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