Tag Archives: Electronic Technology

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Measuring Social Web Expertise: Moving Beyond Usage Experience!

June 15, 2009 – 6:18 am

If I’ve been driving a car for 20 years does that make me a mechanic? If I’ve been baking cakes for 10 years, does that make me a pastry chef? If I’ve been on Twitter for 2 years does that mean I am a social web expert?

Often in the discussion of expertise about technologies, many fall into the trap of associating the length of usage as an indicator of expertise. In the blog entries mentioned in the previous post, many discussed ‘usage’ of social web technologies – how many years used, in what ways, which tools – as an indicator of expertise.

Technology usage as an indicator of expertise is not new or unique to the social web context, but is most certainly fatally flawed. read more »

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Electronic Marketing

Could Technologies Destroy Marketing?

May 12, 2009 – 4:53 pm

So as eletronic resources become even more powerful could they actually destroy the intrinsic essence or mystery of marketing at some point in the future …. because we lost the mystery of our markets? The mystery of people?

Imagine if we found answers for everything, could explain anything … we should therefore know how to market to you, to everyone? But perhaps more importantly, it is the imagination, the creativity of marketing that we would lose, not just the mystery of our markets! read more »

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Marketing Concept

CASE Insights on Marketing

May 9, 2009 – 6:34 pm

So how do we view marketing?

Leaving a Footprint!CASE Insights comes from a differing mindset of marketing than is traditionally held by many.

Focusing on a social-system world view that places emphasis on social networks and developing insights from case examples, we see marketing as a dialogue with many participants and communities in order to create and deliver real human value.

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