While I again agree that unruly, unorganized and unplanned-for marketing is annoying and plain simple noise/interference, I also feel that if done right, this could go a long way in creating an outlet for customer loyalty (ahem!) and achieving other marketing/business objectives .

Unfortunately, in this industry, people are too eager to trash stuff that was in a few months ago and over anxious to start off or champion something new.

As you rightly identified- the theory (as is usually the case) postulates and tries to understand human behavior and why do they behave in the way they do. In this case, apart from a personal joy in using the tool (and in some cases finding utility) there is an inherent influence exercised by a person’s immediate and extended environment that makes them endorse a product or behave in a particular manner. Hence the reference to the theory. If looked at carefully, it might help marketers carefully posture and claim a part of conversation that is the new marketing.

The theory was not developed in the internet era as I mentioned, but it could be adapted to understand the somewhat archaic phenomenon that internet behavior has become.

I also agree that everything that assumes scale or is perceived ‘cool’ is hogged by ever anxious marketers.

However, everything that assumes scale and is worthy of getting a message across- becomes a media- from messages on elephant backs to cool widgety things- and does merit some marketing attention.

Also, from another angle, most legally valid developments- either online or offline have an aim to monetize- either directly or indirectly- and thus can be a part of a marketing story.

If development or innovation were sex, money is the aphrodisiac- gets you in the mood!

i also wonder why all of us see any thing that new happens on net with the ‘marketing man’s angle’. most of what is written and talked about internet and associated developments are in the context of marketing. it is as though users are on internet exist only to be a part of a marketing story. or as if any thing developed on net is for marketing.

am i making sense? perhaps debatable!