BOOK REVIEW :
The Cluetrain Manifesto
MARKETS AS CONVERSATIONS
If you heard that a book from 1999 is still one of the preeminent pieces written about the power of Internet marketing , would you check it out ? You should . Representing the collaborative work of Rick Levine , Christopher Locke , Doc Searls , and David Weinberger , The Cluetrain Manifesto introduced many of the concepts that remain hallmarks of marketing in the Internet age .
Alluding to the groundbreaking work of Martin Luther and his Reformationera 95 Theses , Cluetrain is also comprised of 95 theses about online marketing and sales . Just as Luther ’ s work caused shock waves throughout the world in the 1500s , The Cluetrain Manifesto ushered in a significant paradigm shift for business leaders and professionals in the late 1990s .
Connected and conversing The essential point stated by Cluetrain is the phrase , “ markets are conversations .” In short , an internet-based society is constantly connected and conversing . Unlike the golden age of marketing , there is no way to control messaging . Instead of floundering against the forceful wave of progress , Cluetrain calls for businesses to participate in conversations — not as businesses , but as humans . The message and storytelling of marketing is still as important as ever , especially with the rise of technology in these spaces . If businesses fail to interact and participate with their client base , consumers will do business with the companies who are savvy enough to tune into their needs and build a relationship . Looking back over the 16 years since Cluetrain was originally published , it is readily apparent that its authors were on to something . In today ’ s market , and with the prevalence of social media , brands both large and small are in constant discourse with consumers . News about brands — both good and bad — is released and disseminated instantly . The only existing filters lie in the consumers ’ eyes alone . The evidence and arguments made in Cluetrain are truly timeless . The applications of each of the
95 theses may not apply directly to today ’ s market , but these points single-handedly built the foundation of modern marketing . Cluetrain remains relevant , shedding light on essential aspects of communication , sales , and the business of relationships .
Read more at cluetrain . com .
22 | SNB . COM // CONNECT TECHNOLOGY SUMMER 2015