Trust, marketing and centralisation

The Long Tail: See the yellow bit? That's you and me, that is...

The Long Tail: See the yellow bit? That's you and me, that is...

The other day, I posted on how the ‘level playing field’ demanded (partly) by marketeers was a significant contributor to the centralising tendencies of the previous half-century. As a short follow-up, Seth Godin picks up on the widespread and increasing distrust in big marketing. I don’t know if you would reach the same conclusion that he has though?

“…even if you have a really good reason, no, you can’t call me on the phone. Which means that even if it’s really important, no, I’m not going to read the instructions. Which means that god forbid you try to email me something I didn’t ask for… you’re trashed. It’s so fashionable to be skeptical now that no one believes you if you attempt to do something for the right reasons.

Selfish short-sighted marketers ruined it for all of us. The only way out, I think, is for a few marketers to so overwhelm the market with long-term, generous marketing that we have no choice but to start paying attention again.”

Is it really the case that marketeers need to come up with an even longer con based on ever more leveraged offers that are too good to be true?

Surely Godin’s observations should be a cause of some consolation to those of us that would like to promote a more decentralised economy? Reputation management may be a concept that has been mined most effectively by e-bay, but it’s a need that is increasingly met by the long tail – and not just the online long tail, but the offline one of personal networks.


Died in a church and was buried along with her name … nobody came

The Eleanor Rigby statue in Liverpool

The Eleanor Rigby statue in Liverpool

Councils are burying more lonely people.


(Via Ingrid)