Lots of doomsday prophets cried hoarse about the death of traditional marketing as we learnt it from Philip Kotler. I saw the last whispers of a moribund man called Events – at least the way we understand it. Putting on mega shows and hoping people would flock to your booth and cause a stampede.  I was at a large event last week and was horrified at how thousands of dollars are spent on mindless gigs.  The return on their investment – justifiable but questionable.

Largely the emergence of social media and communities have broken open the monolithic structures that threatened to command and control the communities. Today, marketers can find tribes of people they want to reach at a fraction of the cost of what it takes to host a gigantic event.

Tell me who your customers are? I can tell you where you can meet them. On line. Today you have options.