The culture of the New Media Marketplace is very different than what we’re accustomed to with traditional online and off-line marketing. To succeed here there will be some shifts you’ll need to make in your thinking. And your online mindset on marketing will have to be radically different from what’s been been done over the past 10 years.

Alright, so with this topic you might be able to tell I just got done working on our upcoming book “Secrets of Online Persuasion” being released by our NY Publisher this Fall. After spending the last eight hours giving several chapters the final ‘once-over’ before going to the publisher, I thought I’d wind down with a good cigar while sharing some thoughts here at Advanced Business Blogging.

Having been a business owner all my life, I’m passionately committed to helping owners get the most out of themselves and their business. One thing that’s absolutely critical for business owners to recognize is that the traditional style of advertising used by Madison Avenue and many Internet marketers is more about interruption than influence. As Seth Godin has so often said, influence is what you need to turn strangers into friends and friends into customers. And New Media tools, even a simple business blog, are the easiest way to start building those connections.

That’s all fine and dandy, and we talk a lot about the tools, technologies, and techniques here quite a bit. But to really master this exciting new marketplace, there’s something even more important. We must go beyond the technology, beyond the trends, and even beyond the psychology that’s creating the massive momentum we’re seeing build. We must look at …

The culture of the New Media Marketplace

What’s going on in the New Media Marketplace is a digital reflection of what’s going on in the real world. At the heart of this is a dynamic new market where insight and innovation are front and center. Creative ideas on how to develop new products, policies and services are what are driving the marketplace.

Whether you’re looking at business blogs, podcasts, social networking or any other New Media tool, individually or in combination — this new marketplace can be summarized in one word; “caput.” That’s Latin for “head.” From that word comes the word we know as capitalism. Out of the head comes the freedom to create, inform, educate and generate wealth.

Capitalism is about private creation and ownership for the common good. It doesn’t work unless what you’re creating serves some kind of need or provides a solution. Thus, if you are not serving the greater good, you will fail. This is the opposite of a socialist system where everything is supported regardless of its validity.

Mass Media = Socialism

Mass media is much like socialism. As much as some would like to believe that socialism is power of the masses, the fact is in a socialist system the power is truly kept in the hands of a few. Information is selectively doled out from on high by the appointed elite.

New Media = Capitalism

New Media is like capitalism. It provides freedom to control information and create profits by serving the needs of the marketplace. It is the power of information in the hands of many. And that’s what blogs, podcasts, social netwroks, and other new media tools do — put the power in hands of many.

As the marketplace shakeout continues online and off-line, it’s very clear which direction consumers are moving. It’s away from mass media and towards New Media where they can participate, connect, and contribute. The business owners who learn how to adapt their marketing strategies to integrate these needs will build their prospect audience and customer list.

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John-Paul is a published author and weekly columnist for the Honolulu Star Bulletin. As a Business Coach and New Media Marketing Consultant he helps small business owners market, manage, and sell more with self-influence and persuasion. You can reach J.P. directly via [communicationcommando@gmail.com].