New Way

Thorin McGee is editor-in-chief and content director of Target Marketing and oversees editorial direction and product development for the magazine, website and other channels.

I was recently discussing the state of marketing and, in particular, crowdsourcing. I think most would agree that not so long ago marketing was a one-way conversation. Until the social media revolution changed everything, consumers were rarely asked to take an active role in their favorite brand's marketing. That's how it used to work. Over the last few years, more and more companies are jumping on the crowd marketing bandwagon.

With American credit and debit card usage steadily rising during the past several years, according to a recent Federal Reserve report, nonprofits such as PETA (People for the Ethical Treatment of Animals) are increasingly putting their names/logos on credit cards.

Twitter users may soon have a new way to share videos in their tweets. Dick Costolo, the CEO of Twitter, tweeted on Wednesday morning about making steak tartare, but unlike the more than 5,000 other tweets Costolo has posted to date, this one featured something different: a short embedded video that was made with Vine, a small video-sharing startup that Twitter acquired in October.

I caught three good keynotes in late 2012: Chris Harris, editor-in-chief of Wired, at DMA2012; Frank Cooper, CMO global consumer engagement of PepsiCo, at ad:tech New York; and Brian Solis, principal analyst of Altimeter Group, at NCDM. Each spoke about a new way of approaching business and marketing that is more collaborative with the target market. The reason they are all on this same wavelength is digital media has allowed niche consumers to band together in ways not possible before.

Oh no ... not another article on how important building trust is with social marketing. Please I can't take it anymore! I admit we hear too much hype about the importance of trust but behind all the blather there's a powerful new approach emerging in B-to-B services sales forces. This is the exact system you should be using to exploit social marketing programs that tap LinkedIn, blogging, Twitter, video, etc.

Enthusiastic from the beginning of our conversation to the end, it was clear that Jonathan Salem Baskin didn't write a book to pad his résumé or sell a product. He wrote a book because he had something—actually, many groundbreaking things, some of which will ruffle some feathers of many brand marketers—to say.

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