Customers who already appreciate your product will do your marketing for you, helping you win the attention of their friends. This is a decentralized look at things. But Collins acknowledges that companies that want absolute control over their logos and other branding components will need to adjust to this new marketing ideology. They'll learn eventually that there's tremendous value in getting product placement within someone's personal site. This goes way beyond banner advertising.
Raw hits mean less than the ratio of inquiries or purchases to total visitors.
That kind of approach requires a new mind-set. You've got to understand the consumer, and realize that they're going to be under constant attack from your competitors. You've got to circle the wagons around them. And while you're at it, maybe grill 'em up a free steak or two. Scott Kirsner writes about about technology and business.