There Are No Marketing Secrets

The Wall Street Journal

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I’ve been a long-time reader of the Wall Street Journal but haven’t subscribed to the print edition for some years now. My work gives me access to the online edition but I rarely spend much time consuming the content online; there’s something about leafing through the paper that is lost in it’s electronic format. So I took advantage of an offer to trade some expiring frequent flyer miles to restart getting the version on paper. The first edition arrived yesterday.

Immediately I thought the timing was fortuitous as there was a feature on “marketing in a web 2.0 world”. The piece is a nice overview of conversational marketing and I recommend reading it if you are not quite up-to-speed yet (linked below). But the premise of being “secrets” doesn’t really fly with me since the collective wisdom is fully open source at places like Chris Brogan’s blog, Web Strategy by Jeremiah, Jaffe Juice and countless others. Or you can hang out on Twitter or Friendfeed if you want the real-time version. I also believe that what we are doing in social media now will become integrated into the practice of public relations and marketing over the next few months as the ressession continues to shift money from broadcast media to online search and ultimately the social web.

But there was an interesting quote in this WSJ piece that I found particularly interesting:

So who should direct a company’s forays into Web 2.0 marketing? A number of managers identified an ideal set of skills for an executive that go beyond those of a typical M.B.A. holder or tech expert. We coined the term marketing technopologist for a person who brings together strengths in marketing, technology and social interaction.

The Secrets of Marketing in a Web 2.0 World –

I like the term “marketing technopologist” and will use it in my social profiles. I think it encapsulates what I’m trying to do for my clients and my own personal brand. It’s also ironic that I would have probably not read this story if I didn’t get the Journal in print. So I guess I was wrong… print still lives.

And to borrow a phrase from Adam Curry, “There Are No Secrets, Only Information You Don’t Yet Have.” And you better get informed with social media if you are a marketing or PR professional. Just sayin’

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