A new name for the Marketing department


Like many companies, Uniserve has a Marketing department. Today, I proposed to my colleagues we change the name of the Marketing Communications function (MarCom), to Marketing Participation (MarPa). Marketing is a conversation, and I think we need to be explicit: we are participating together with our customers in a conversation. What do you think of this?

This reminds me of a post that Ross Mayfield made a few months ago. Let’s see if I can find it (rummaging through bookmarks). Oh yes, here it is: Power Law of Participation.

“As we engage with the web, we leave behind breadcrumbs of attention. Even when we Read, our patterns are picked up in referral logs (especially with expressly designed tools, like Measure Map), creating a feedback loop. But reading alone isn’t enough to fulfill our innate desire to remix our media, consumption is active for consumers turned users.”

Consumption is active. We are what we eat. Culture is an activity.