Henry Jenkins dissects the SoaP buzz with aplomb. "We are at a transitional moment: web communities
are capable of
generating strong support for niche products but they still can't
compete with the mass market success generated from broadcast media. We
need to learn to be more adept at thinking about the relations between
the two." This is so right. It's time for mainstream media to realise that the way to ensure its future is reaching out to the edge. And the edge should realise that it's time to reach back.
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August 24, 2006
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Hi James
We should not forget that product diffusion models such as those described in Everett Rogers eponymous book "The Diffusion of Innovations", contain both a marketing communications element and personal recommendation element.
Without sufficient marketing communications, it is difficult to develop a critical mass of message and willing messengers to do their bit. But marketing communications alone are not enough to drive diffusion.
The big difficulty comes when marketing communications over promise and the product underdelivers, thus creating negative word of mouth. Sadly, many marketers routinely lie about their products. And when I say lie, I mean as in blatant and bared-faced!
We all know the result.
Best regards.
Posted by: Graham Hill | August 25, 2006 at 12:15 PM