In the traditional command-and-control school of marketing, references to war are widespread. Campaigning, targeting, collateral and shots are all part of marketeers' efforts to bombard groups of consumers until a few of them are 'acquired'. Another battlefield term is 'engagement' which sounds friendly but has more to do with Rules of Engagement than wedding rings. But while many old generals cling to their empires, modern marketeers know that everything has changed. Consumers (aka people) are hiding behind the impregnable defences of PVRs, adblockers, subscriptions and their own media. So these days its the Rules of Participation that are critical. The difference...
...can sound subtle but it's a big
shift of mindset. Today's environment looks more like a party than the Somme and brands only get past the doorman if they act right. For a great example of
differing RoPs, check out Danah's latest essay (via mashable) about how Friendster got the RoP wrong while MySpace got it right: "Opera attendance is a form of cultural capital - limitations are economic and
social. Rave attendance is the opposite. Anyone can get in - in theory."