Marketing 2.0 - Circular Marketing and Cyber-Branding

The Next Big Challenge: Circular Marketing is the title of an opinion piece from Naseem Javed at E-Commerce Times. Where 'E-Business Means Business', apparently. Unless you use Firefox, in which case half the bloody article is munged. Risible.

Anyway, a piece to terrify marketing people from the good old days, nothing too surprising for most others.

Basically, these are the new rules: All aspects of marketing should be delivered to customers at their destination of choice; they should be homogeneously synchronized and interactively managed in Technicolor with real touch and feel; they should be accompanied by extensive support and services that are available 'round-the-clock. Technology is making all this happen very fast.

Marketing should completely wrap around customer needs within a specific market, and the message should be repeated the world over; in short, it should be totally circular.

Global marketing is now the only marketing; all books that say otherwise must be burned. The dot-com craze was directly responsible for this mega shift. It's time to sincerely thank Silicon Valley for triggering Wall Street's exuberant gold rush. Now that we've vented, let's forgive, forget and move on toward the bigger opportunities that lie in going circular.

You may also just abolish the current set-up that's dragging down corporate strategy. Face global marketing challenges head on. Actions born from insecurity or doubt based on an attachment to old-school marketing will fail dismally. Out there it's all very new: There is a very flat earth and a very new circular marketing concept that together offer extraordinary opportunities. Get the right team with the right knowledge and explore circular marketing.

Not that new, surely? So, who's going to tell them they're abolished?