The Conversation Virus

"We didn't start the fire
It was always burning
Since the world's been turning
We didn't start the fire
No we didn't light it
But we tried to fight it "

~Billy Joel

Andrew Davies throws his hat in the ring and visualizes what he sees as the differences between "Monologue Advertising" and "Conversation Advertising".   In his visual (above), he describes the newly emerging consumer dynamic as "Consumer DJ's".  It's an analogy I've read about in other places—but works well in the context of his visual.  "Consumers" are exhibiting DJ-like "traits" as we mix and mash our on-demand lifestyles while expressing ourselves creatively.

And so the conversation virus spreads.  We didn't start it.  The authors of the Cluetrain Manifesto didn't start it.  If we are to give credit—it belongs to the first individual who decided to listen before choosing to speak (or grunt).  Now all we have to do is unlearn some of the things we've been taught as professional adults and move forward.

Comments

[Cam Beck]

Interesting. Is there any room for a direct channel to the consumer?

I guess you could argue that everything has to go through/across/over a medium, but something as simple as an email, phone call, or face-to-face conversation is about as direct as it gets.

[mindblob]

Yes, quite interesting. Agree with Cam. I think direct channel is a key. This said, maybe we should reconsider the role of the advertisers in the "conversation virus" diagram. Are consumers going to want conversation with the advertisers... OR directly with the product creators?

[Drew]

Hey David, thanks for the mention.

[gianandrea facchini]

consumer djs is a stunning definition which makes more clear how tough is the marketing world, today. btw the sony song is great. do you think it will be on itunes? ;-)