The Techno Marketer blog had a great post about changing the rules of the game. In his case he talks about how the remodeled Apple store no longer has a checkout stand - but since they didn't communicate this change customers wrongfully formed in front of the 'Genius Bar' instead. Too different, too fast, and without communication - not good.
Although this is clearly a B2C example I think similar mistakes can be made by B2B companies with all of the hype around Web 2.0. We are still in a transition phase and while RSS is hot and growing it's not a substitute for email (at least not yet). Blog readership is exploding but the global uptake is still lagging. Podcast usage is growing 'tenfold' according to Forrester but they have a ways to go before they can be considered mainstream. The rules of marketing are changing but I’m wary of getting caught up in the hype and abandoning traditional mediums that have served me well. Another reminder that a hybrid approach of old and new approaches is usually the best way to go.
Although this is clearly a B2C example I think similar mistakes can be made by B2B companies with all of the hype around Web 2.0. We are still in a transition phase and while RSS is hot and growing it's not a substitute for email (at least not yet). Blog readership is exploding but the global uptake is still lagging. Podcast usage is growing 'tenfold' according to Forrester but they have a ways to go before they can be considered mainstream. The rules of marketing are changing but I’m wary of getting caught up in the hype and abandoning traditional mediums that have served me well. Another reminder that a hybrid approach of old and new approaches is usually the best way to go.
