Exploitation via Word of Mouth

Exploitation via Word of Mouth

Bob Garfield of Ad Age is pumped up about citizen marketing:

'If the conversation is dominated by consumers themselves, and they’re paying scant attention to the self-interested blather of the marketer, who needs ads -- offline, online or otherwise? This raises the question of what agencies are left to do. Maybe the answer is obvious: to manage, focus, exploit, maybe even co-opt the open conversation. The real question may be whether the agency world is culturally equipped for the task.'

(Via Church of the Customer.)