Tomi Ahonen and Alan Moore describe the business and marketing challenges of the 21st century. They make very clear the slow death of interruptive marketing, branding and advertising.The process of interactivity with customers is well described and illustrated.They claim an important position for the mobile as tool of interaction between consumers in the future. My critic;The book is still written from a marketing communication and suppliers point of view.Although it offers real openings to regard the individual and his social networks in their social cultural context. View in this respect Zuboff and The Support Economy.The book is illustrated with 13 cases, not all the cases are a good illustration of the process that they are describing of moving from cold media(broadcasting), to interactivity, towards co-creation, towards engagement and hot media.( see also lecture Alan Moore on e-day)

“Advertising becomes the content, content becomes the advertising.
Advertising becomes the conversation, and the conversation becomes the advertising.
People are the business and business is the community. So conversation is the kingdom, and, companies will have better control if they improve the dialogue. This is what I would describe as the difference between interruptive marketing communications and engagement marketing communications.For example, news is the start of the discussion not the end. I am convinced that an engagement approach to business propositions and communications per se, is the solution to building better businesses and a better society.
Our mantra is that we no longer live in a world of command and control, we have stormed the Bastille of media and information control. And once you have stormed the Bastille, you don’t go back to your day job. ”

The best businesscase(7) in my view is Oh my news the south Korean newspaper that is made up by local bloggers and journalists.The list of recommended websites could be more inspiring and less commercial, this also applies for the blogsites
Talking to Alan on e day I am convinced that we share the same ideas and that the businessworld really needs new lenses!

Read an excerpt of the book comm dom br.pdf

PDF

• comm dom br.pdf