Jim makes the point here that Google Ad words are web 1.0 instruments, and akin to placing radio ads on TV.  They could be somewhat effective, but not optimal in a web 2.0 world.  I buy that logic.

Web 2.0 is about empowerment, collaboration, conversation, sharing.  Interruptive advertising doesn’t fit that model.

Conversational Marketing. The insight driving the idea is deceptively simple: if consumers go to blogs to be part of a conversation, the ads should invite them to enter a conversation with the marketer.

Source: Cymfony’s Influence 2.0: Great Ideas I learned in October — Part 3

The link above goes to an August piece by the title conversational marketing.  It quotes Tom Troja and Tom Hespos.

Conversational Marketing, explains Troja, “is the marketing strategy of connecting directly to the marketplace through online conversation. It is a direct and completely transparent interaction with customers, potential customers, brand fans and brand detractors.

Key for me here is the degree of focus. The focus is not on a segment … the focus is on interested people.  Their interest could be positive (customers) or negative (brand detractors) but the key is that only interested parties are engaged.  This dramatically increases the quality of the interaction, and the responses both from the customers, and from the company will have relevance.

I see this as a component in the methodology to work towards new marketing/ pinkomarketing.