Tuesday, March 07, 2006
Marketing 2.0 Crosses the Line Between Good and Evil
Ha ha. Lemme get this straight - exactly one day after I caution Edelman (and Rubel) that a lack of transparency is probably going to get them in trouble...it does.
That's pretty rich.
"...Bloggers can take care of themselves in this evolving world."
I won't say much, except to reiterate that transparency is the basis of trust. Trust is a necessary building block of edge competencies.
Note to Rubel and Edelman: if you guys want to leverage the edge, you have to learn from your mistakes - not just shrug them off.
The question, despite what smart guys like Jarvis are saying, isn't really an ethical one; that's your mistake. It's a strategic one. You're much better of being transparent not so much because it's "right" (though it is) but because that's how self-selection happens at the edge. Without transparency, you guys will be the Yahoo of marketing 2.0 - trying, but never really learning.
This (lack of transparency) is probably also going to get Google in (deep) trouble this year as well.
In the case of Google, are you referring to the lack of transparency with respect to their advertising model?