Naked marketing. Business "unwrapped". Is this really new?

Know More: consumerism, message board, shopping online, transparency, truth in advertising, Web2.0

I can remember my mother, bless her soul, cautioning me about the crap I used to watch on TV. Not anything suggestive in the programming, mind you. There wasn't any of it in the Howdy Doody '50's or the Beverly Hillbilly '60's. She was always advising me that most of the junk advertised was basically, well, junk. Maybe not actual junk in terms of the merchandise. The appliances and the VWs that appeared in commercials were actually pretty good products. My dad even bought a VW. What she was flagging were the claims. The hype. The promises about how your life would improve if only you would buy this shampoo or that laundry detergent. My mom was a forerunner of today's skeptical shopper, cynical consumer, and "networking customer". This is why I am reminded that in today's technologically interconnected market(s), what's old is new again. My mother made major purchases not based on what TV commercials told her, but what she found out from various "expert" friends of hers: in automobiles, appliances, and a whole range of products and services. She believed in, gave her business to, retail stores where the owners/clerks were honest, straight-talking and open. She didn't believe a word of advertising that wasn't already pre-validated by one of her network "hub" people. She would have been right at home today in a chat room, a message center, or a company's website that moderated somekind of "dialog" feature where shoppers could weigh-in with experiences and opinion. She loved to gossip. And she referred a helluva lot of her friends to the brands and merchants who earned her trust. She has many, many marketplace descendants today. What's old is new.

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