From its beginning the Web has looked to many marketers like an opportunity to address micro markets through “personalization” (in quotes because marketing’s idea of personalization is the anti-Christ of real personalization), one-to-one marketing, addressing a market of one, etc. Yes, a car company can build a web page unique to my interests and preferences. Oh goody. But the real difference is that before I get to that page, I’ve talked with my friends and with smart, informed, funny, passionate strangers about the car. The most important characteristic of this new market of “ones” is that we’re talking with one another, and we’re telling one another the truth about your products. Marketing is much less interesting than these conversations.
- Dave Weinberger in Fast Company’s blog 3Qs