B2B Marketing Blog
Recently by John Bottom

Voltaire, Facebook and the Trouble with Walled Gardens

February 19, 2010 9:23 AM | By John Bottom
"Il faut cultiver son jardin"   Candide, Voltaire, 1759          It's not often this site gets to quote 18th century French philosophers, but a recent report brought this phrase to mind, and I will explain why – and why it matters to you in your work as a B2B marketer....
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Calling a truce in the media wars

December 4, 2009 4:43 PM | By John Bottom
Media buyers and social media enthusiasts, put your weapons down and listen. I appreciate that traditional media people may feel threatened by social media, but I'd like to offer an idea that puts the two in a more harmonious context. It's easy to see the present situation in the marketing world as two extremes – a war between the guys who book conventional media and the social media evangelists – but if you step back a bit and look at media in general you see a different picture. Because there are not two but three types of media: •Paid media....
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Anonymity and social media: who the hell are you anyway?

August 28, 2009 10:06 AM | By John Bottom
You can't run – but you can hide.The old maxim seems to have been reversed for social media, and it raises some big issues for those of us involved in making the web work in B2B marketing.What I mean is that when an individual contributes to the online content pool, that information is released to the mercy of others. You can't run away from it: once you've posted, it's out there and there's nothing you can do to get it back. This can work for you or against you: ask Domino's Pizza.But for me, the interesting point right now is...
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