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Web-Marketing – Channeling Attention

This afternoon I went to a talk announced as “Guerilla Marketing in the Web – Affiliate-, Viral-, Blog- & Buzz-Marketing etc.” from a group called “Internet-briefing.ch – Where Web Pioneers Meet”, on the site of the Topsoft software fair. Was it already guerilla marketing announcing this title to attract people and then change it to “Web-woven promotion” (a word-play in German) at the presentation?

Though basically well-known, but astonishing again – all these tricks marketeers use to channel the waters of attention to their mill-wheels. Such a great human creativity used to catch people’s awareness and get them into the desired direction – and this by giving them the feeling that they act by their own free decision: Viewing YouTube-videos or down-loading desktop gadgets with ads, or, even more important, getting into the talks of the people.

The presenter quoted from the Cluetrain Manifesto, that markets are conversations (“A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies. These markets are conversations. …”).

This is a very important point, and it is also true for non-marketing purposes. You can also use it for spreading ideas and concepts of spirituality. However, this is much more difficult than to work will mass-consciousness, as the marketeers do.

In the East the power of the word is called Saraswathi, the goddess of speech and of wisdom. Going into wisdom, however, is not just that what marketeers are interested in.

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Markus Gabriel, CEO Angelink, preparing for the talk

After the lecture I strolled along the stands of the Topsoft exposition – a fascinating world of hopes and promises, with dark-clothed smart salespeople or a bit more freaky open-sourcelers. I had nothing lost in this ambiance and left the fair again.

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The Topsoft-flag lying on the floor at the entrace, and people leaving.

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