What's IN and what's OUT in the Interactive Age

"I now command all of you to ignore me henceforth. See what I did there?"

The 20th century was the Golden Age of managed messaging. Media moguls, corporate executives, and elected officials controlled and monopolized virtually every aspect of mass communication. But the Internet flipped that model on its head, and now we—the former “target demographic” of the Information Age—are calling the shots.

The transition from the Information Age to the Interactive Age has been so swift and so decisive that you can almost hear cigars exploding in board rooms around the globe as the former Masters of the Universe frantically apply 20th century solutions to 21st century challenges.

To help you avoid their fate, we’ve gathered a handy list of what’s IN and what’s OUT in the Interactive Age.

OUT

The Big Three TV Networks

Zero-sum game

Mass marketing

Watching your favorite show

Press event

Pander

Paid advertising

Stuffing envelopes with newsletters

Infomercials

Corporate sponsors

Press releases

Public relations

Promising

Outbound marketing

Self-centered extroverts

Consumer

“It’s about me.”

Target market

Intelligentsia

Commercial breaks

Powerful CEO

 

IN

Limitless free online networks

Givers Gain

Mass Relevance

Producing your favorite show

Event marketing

Candor

Free advice

Pushing the envelope with content

Information

Crowdsourcing

Vlogs

Personal relationships

Delivering

Inbound marketing

Empathetic introverts

Partner

“It’s about them.”

Community

Collective intelligence

Commercial-free

Power of SEO