technologies. While we’re yet to give this new wave a name (similar to what we had in the “client-server” or “Internet” waves), it’s happening and it’s big. This movement is being fuelled by Web 2.0 models, the broadband and mobility explosions, and the recent yet powerful emergence of models such as second life. These platforms are enabling an amazing powerful and rich way to communicate with your clients. However, too many firms continue to have a “brochure” mentality in this day and age, through which they “speak at” their potential customers instead of engaging with them.

Recently, I was at a major IT industry trade show. I spent more than four hours walking the floor, amongst over 10,000 other attendees. While the event was

terrific for social networking, it turned out to be simply pathetic as a platform for gaining information on the presenting vendors. I went to booth after booth, and instead of engaging with people who could provide in-depth (and objective) product information, I would meet with junior sales or marketing staff members who couldn’t articulate much more than the corporate brochure.

Fortunately, my hotel room had broadband access, for in the following hour at my PC in my room, I gained far more information and insight on these vendors than I did downstairs at the tradeshow. It was something of an epiphanous moment for me, in realising the current superiority of online channels over traditional (and very expensive) physical channels.