Last night on Facebook, Robert Scoble asked if people thought that company reps and fans were cluttering up the marketing technology landscape with too many people saying the same thing.

I said the problem was not consumers, it was the company stuck in the paradigm that they had to be talking about their new products.

I’ve been saying:

If you’re the only one saying how awesome your product is, you don’t need to yell louder. tweet this

It’s a topic I’ve been YELLING about (irony is not lost on me) since we wrote Twitter Revolution.

We recognized that we were leaving the anomaly of the 20th century, the mass media one way blasts, and were having two way conversations. I’ve been saying how we spent the last hundred years getting good at pushing out a message, and that now we needed this Century to teach (or have die off) all the people who assume LOUDER is better.

Since then, I’ve learned that dialog is just one step.

OLD MARKETING  = One Way Blast from the Center

SOCIAL MEDIA = Two Way.. LISTENING

SUCCESS = Two customers talking to each other.

Your Job is Help Customers Talk to Each Other

Its Word of Mouth and Social Graph and the move to LISTENING put together with a huge amount of data.  Working toward knowing the needs of influencers and ALL to anticipate their needs and see that it’s available WHEN THEY ASK FOR IT.

We used to craft marketing messages and announcements. MOST marketers think that’s what social media does: just another media (they are the ones going away over the next 100 years :).

The marketing technology landscape has evolved. The business of the future will have smart relationships, use all the data they can mine, wisdom and insight to design better products and then let the market find them.

Marketing is Seduction

Like any seduction, marketing that looks like marketing is third rate marketing. We don’t chase the one who is chasing us. The ART of this is knowing that people are anxious for your new products, your excellent service and your fresh ideas. More important, they are dying to tell their friends that they found the newest thing.. not parrot what we tell them.