“Doctor, I wonder if you’d turn that white-hot spotlight on yourself.”


My previous entry in this space talked about a company rejecting pretty much every weapon in the interactive arsenal…then wondering why instead of growing the business, since around 2000 it’s been trading dollars, winning just enough new business every year to offset churn.

It’s not the path we would choose. It seems clear that resource-strapped companies of the 10-person variety would be the first to drink from the Internet’s potential fountain of life. Yet I accept responsibility for being unable to make the light bulb go on for them, and it got me thinking more broadly about how we as researchers and marketers need to approach the market if we want to help companies flip the switch on the extraordinary business-building energy that is interactive/digital marketing.

So taking a cue from the words of Jodie Foster as Special Agent Starling in the flick The Silence of the Lambs, we turn the spotlight on ourselves.

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“Hey, 2.0”: It’s STILL about reaching, connecting with and persuading people.


My musical tastes flash across the spectrum from heart-rendingly beautiful symphonic movie soundtracks to some of the most deliciously vicious hard rock ever recorded, but somewhere in the median is a sultry, radio-friendly-yet-cult-favorite tune by Steely Dan entitled Hey Nineteen. And that’s as good a starting point as any from which today’s ravings about some of the madness inside the “2.0” methodology may flow.

If you thought I came here to unite us all around a starry-eyed vision of the wonders of search engine optimization/marketing (SEO/SEM), Web2.0, PR2.0 and whichever 2.0 buzzwords we can dream up tomorrow…oh, wait, the categories in our editing pulldown menus here on the staging site now include “Web3.0″…you’re half right. Continue reading