| When Richard Nixon prepared for the first televised | | | | engage Marketing 2.0 as if it were simply a new place |
| debate in history with up and comer John F Kennedy, | | | | for old marketing. But it's clearly not. It's much closer |
| he went in having advantages in experience, debating | | | | to a completely new medium, with new rules and |
| skill, and popularity among voters. Unfortunately, none | | | | new expectations that more often than not aren't |
| of that could help save the Nixon camp from losing | | | | going to be a fit for traditional marketing activities. |
| the debate to the young Kennedy who prepared | | | | The next year will be an exciting time for learning |
| much differently than Nixon. Whereas Nixon prepared | | | | about how to build more effective marketing |
| for the televised debate like it was a different kind | | | | campaigns using Marketing 2.0. The healthy |
| of radio, Kennedy knew it was a different medium | | | | investment of capital into Web 2.0 technology and |
| altogether, and would require different rules and a | | | | the breakneck adoption rates of high profile political |
| new strategy. That recognition earned Kennedy a | | | | campaigns, both real and not so real are going to |
| victory that turned out to be a tipping point in the | | | | force adoption in ways that many of us in the |
| course of his campaign, ultimately victorious over the | | | | relatively conservative corporate realm wouldn't be |
| more seasoned and savvy Nixon. | | | | able to observe if not for watching them try it. As |
| I believe that we're now witnessing a similar | | | | with the transition from radio to television, and then |
| Darwinian cycle among large marketing organizations | | | | later from television to the internet, not all new ideas |
| when it comes to using Web 2.0. Much like television | | | | are going to be destined for glory. |
| in the early days, a certain number of companies will | | | | |