There are a couple of interesting posts (part one, part two) at gaping void on how the Internet (particularly, its social side) is changing marketing. As often with such analysis, the matters could be a little exaggerated and examples somewhat simplistic. However, if you can handle those, you’ll sure find a few interesting points raised.
Let me get you started with a quote:
Now, when you buy something, you don’t phone up the company and order a brochure. You go onto Google and check out what other people- people like yourself- are saying about the product. In terms of communication, the company no longer has first-mover advantage. They don’t ask your company for the brochure until your product has already jumped through a series of hoops that SIMPLY WERE NOT there twenty years ago.
YOU NO LONGER CONTROL THE CONVERSATION. THEN AGAIN, MAYBE YOU NEVER DID.