"We have embarked on the maiden voyage of the open marketing revolution. From RSS to blogs, from podcasts to social networks, companies have never been presented with so many opportunities for reaching and communicating with their key audiences. It is not so much any one technology that is fanning the flames of this fire, but what their underlying principles imply. Appropriate mixing and managing of these technologies into useful recipes will make for marketing success. [...]
The equation for marketing success has changed from one-way to two-way communications. Companies can no longer exist in a marketing communications vacuum, where all they hear is their own voices. [...]
Gaining customers’ attention and trust requires companies to be honest and transparent about what they do, what they provide, and how they do it. The accountability factor, to customers and employees, is much higher today for every company. Bad products without real value, bad service, and bad behavior will be discovered and called out. Traditional marketing tactics can no longer be a smoke-and-mirror shield to hide behind."