If you're as underwhelmed as I am with 90% of interactive "marketing", you might appreciate these thoughts via Knitware
as the web undergoes a seismic shift in favour of social and participatory technologies and the nature of our media consumption is fundamentally redefined (the user has the control, the ability to affect, utilise, share and edit the media through networks, communities, blogs and wikis) we’d expect to see a proportional shift in the marketing model as it mirrors its environemental changes, but in fact propensity to adap appears to be slowing down. Don’t get me wrong there’s a healthy number of marketers out there sitting ahead of the curve and channelling their spend into participatory, social and utility based marketing campaigns.
But it’s simply no where near as fast as the collective consumer is adapting to and embracing their new environment. The Cluetrain Manifesto (written by Chris Locke, Doc Searls, and David Weinberger) pts it like this “to traditional corporations, networked conversations may appear confused, may sound confusing. But we [people] are organizing faster than they are. We have better tools, more new ideas, no rules to slow us down”. As an industry the feeling is that we’re slow to act, out of touch and that we simply ‘don’t get it’. It’s hard not to share some of that sentiment but it’s also very easy to see how we can change. By becoming more agile, more responsive and more involved in the new media-scape. By better understanding the fabric and nature of entire web and exploiting it the same way consumers do today.
My sentiments, here here! (Or is it "hear, hear"!?)