ChasNote

Jonah Bloom’s column today in AdAge makes a distinction between the fad of user-generated TV spots and the larger, more meaningful movement of conversational marketing, a term he credits to Battelle:

“This movement is changing media and the nature of advertising. I’ve been talking with the author and entrepreneur John Battelle, who has been documenting the transition from what he calls ‘package-goods media’ to ‘conversational media’ on his blog at Searchblog. It was Battelle who coined the term ‘conversational marketing’ as he found that advertisers who used their ads ‘as invitations to conversation’ — or even turned live online conversations into ad messages — were outperforming those who viewed ads as unchanging packages to be posted next to content.”