On Tom Peters’ blog, Steve discusses an AdAge article about Snide Advertising. (Read the post for details). The point I liked was this:

“The advertising that major agencies practice is still based on the flawed notion that “brute force” wins the hearts, minds, and wallets of consumers. Snide is used because agency creatives (and their complicit clients) mistakenly believe that their goal is to “cut through the clutter.” No, the goal is to create ads that blend with all other contacts the customer has with the company doing the advertising, in order to create a connection that encourages the customer to be more involved with that company and its products.”

A great lesson in advertising. Integration of marketing methods is a must. That’s why Seth Godin (in Meatball Sundae) writes that you cannot just slap a whipped cream and sprinkles on a meatball and hope the sundae tastes good. (It won’t!)

The whipped cream is new media (social networking, blogging, YouTube, Flickr – and the rest of the Web 2.0 trend. It also related to how you cannot (always) successfully slap SEO onto existing websites and hope for results. Organic marketing works best.

Organic marketing is authentic. It is story telling. It is being true to your company vision. It is making promises that you can and will keep to the customer.

Blogging is organic when the blog is updated regularly with topical posts written TO the audience.

Anyway, it is more difficult to attract the attention of your audience. It is going to be a greater problem for marketers in the future.

The good news is that if you do not have a mass market product. If you have a defined market, a niche, a piece of the Long Tail, then you will have an easier time marketing your product.