Joseph Jaffe - Join the conversation
I finally managed to read through Joseph Jaffe’s Join The Conversation during the Easter holidays. The book is yet another solid show of Joseph Jaffe’s understanding of the internet and how it changes companies’ business models and marketing. Numerous examples of excellent ways of marketing and at least equally bad examples enable the reader to understand the small important issues in working online.
However, I really would have wanted to see slightly more academic writing from the author, because “Join the Conversation” is another “life after the 30-second spot” from the online world. There are a lot of examples that prove the points Jaffe is trying to make, but they usually are very light in context and could ultimately, in some cases, be used to prove the point from another point of view. My favorite learning I received from the book was the combination of the Long Tail theory together with Roger’s Diffusion of Innovations graphs. I’m sure there is more there to explore and write about.
Despite all this I enjoyed the book, it’s a solid good read. With slightly more depth it would have been a 5/5-star goodie. Then again, this could be me to whom most of the examples were relatively familiar. To the the regular marketing person in a large multinational, this is definitely and eye-opener.
