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| "I now command all of you to ignore me henceforth." |
The 20th century was the Golden Age of managed messaging. Media moguls, corporate executives, and elected officials controlled and monopolized virtually every aspect of mass communication. But the Internet flipped that model on its head, and now we—the former “target demographic” of the Information Age—are calling the shots.
The transition from the Information Age to the Interactive Age has been so swift and so decisive that you can almost hear cigars exploding in board rooms around the globe as the former Masters of the Universe frantically apply 20th century solutions to 21st century challenges.
To help you avoid their fate, we’ve gathered a handy list of what’s IN and what’s OUT in the Interactive Age.
OUT:
The Big Three TV Networks
IN: Infinite
free online networks
OUT:
Zero-sum game
OUT:
Mass marketing
IN: Mass Relevance
OUT:
Watching your favorite show
IN: Producing your favorite show
OUT:
Press event
IN: Event marketing
OUT:
Pander
IN: Candor
OUT:
Paid advertising
IN: Free advice
OUT: Stuffing envelopes with newsletters
IN: Pushing the envelope with content
OUT: Infomercials
IN: Information
OUT:
Corporate sponsors
IN: Crowdsourcing
OUT: Press releases
IN: Vlogs
OUT:
Public relations
IN: Personal relationships
OUT: Promising
IN: Delivering
OUT: Outbound marketing
IN: Inbound marketing
OUT: Self-centered extroverts
IN: Empathetic introverts
OUT: Consumer
IN: Partner
OUT:
“It’s about me.”
OUT: Target market
IN: Community
OUT: Intelligentsia
OUT: Commercial breaks
IN: Commercial-free
OUT: Powerful CEO
IN: Power of SEO
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