Markets are conversations - at last (?)

Interesting article on blogging for marketing in MarketingMag of New Zealand [thanks Adrine]. The article refers to Ben McConnell's book "Creating Customer Evangelists". It also tells the story of the now famous Raging Cow boycott epitomizing the failure of marketing blogs set up by blind marketing managers who still view the internet as a new form of broadcasting, haven't heard about Cluetrain Manifesto and consider blogging as a futile teenager activity. Helloooo?

Authenticity is by no means needed just for blogs; it’s now essential for all forms of marketing. It’s just that, by their very personal nature, blogs accentuate the need for authenticity (...)
Marketers would do well to encourage a company’s product development leaders, customer service managers or ceos to start blogging. Encourage conversations. Create more transparency. Give up message control, for control in the age of relationships is futile. (...)
“I've heard some people complain they can’t monetize their blog. That’s a short-sighted approach; a blog is more like investing in R&D with customers and prospects.”
That’s where the real opportunities lie in blogging – not so much in getting your message across but in building dialogue with customers.