The Knowledge Exchange / Customer Intelligence / Marketing in the age of macrowikinomics

Marketing in the age of macrowikinomics

In their 2007 bestseller, Wikinomics, Don Tapscott and Anthony Williams showed the world how mass collaboration was changing the way businesses communicate, create value, and compete in the new global marketplace. Now, in the wake of the global financial crisis, the principles of wikinomics have become more powerful than ever.

Many of the institutions that have served us well for decades seem stuck in the past and unable to move forward. In their new book, Macrowikinomics Tapscott and Williams address aging or malfunctioning institutions like banking, universities, the media and government, and how they need to be rebuilt or “rebooted.”

The authors show that in over a dozen fields – from finance to health care, science to education – we have reached a historic turning point: cling to the old industrial-era paradigms or use collaborative innovation to revolutionize not only the way we work, but how we live, learn, create, govern, and care for one another.

In this exclusive interview, Tapscott applies macrowikinomics to marketing, discussing the mega-trends that are changing how consumers make purchasing decisions, where they go for information and who they trust.

Watch the video to find out what he says companies must do differently to engage today’s Web-savvy customers and what every organization must do in order to be successful.

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