Jonathan Salem Baskin
A plague is erasing the institutions, social and familial bonds, and very structures of our civilization, much like the Black Death did in Europe in the mid-1300s. It is rewriting how, where, and what we do in our lives and, like that plague, it's giving birth to a new renaissance of initiative and experience.
Our plague isn't biological, it's technical: the Internet.
Yet we approach it like an outcome, not the cause of change. Search. Communities. New rule-breaking technologies, and different processes to transform how our companies are managed. We most often market “at” it, and hope our old ideas about brands can be adapted to it.
Like all other plagues in history, most of what we think we know about the Internet will prove wrong. Our case studies will prove quaint, and lack perspective, while we'll see that the real drivers of success came from targeting the emerging marketplace of the 21st Century.
We need a new model for marketing after the Internet.
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