“Markets are conversations.”

That statement makes complete sense to today’s marketer, who is struggling to figure out his or her digital plan, but when it was first posited in 1999, it rocked the marketing world. You might have recognized that it’s the opening tenet of The Cluetrain Manifesto, an online document that meant to wake up corporate America to how the Internet was changing the landscape of the marketing world.

For example:

“People in networked markets have figured out that they get far better information and support from one another than from vendors. So much for corporate rhetoric about adding value to commoditized products.”

“Companies attempting to “position” themselves need to take a position. Optimally, it should relate to something their market actually cares about.”

“Companies need to come down from their Ivory Towers and talk to the people with whom they hope to create relationships.”

Looking at those statements now, it’s easy to take them for granted, but at the time, they were revolutionary. Consumers had yet to sign up for the Do Not Call list or buy DVRs in record numbers or start tuning out the marketing messages that bombarded them.

Even the way the Cluetrain Manifesto was disseminated was revolutionary: Offered free of charge online, the book was actually produced after the Web site took off. Think of it as the first “open source” marketing communication.

Sadly, though, few marketers have grasped what this was all about. Today’s goal isn’t moving product, it’s having “conversations” with consumers, seeding your influence with the communities that count, adding value and honestly having something worth discussing. Yes, you can talk about your product, but only in an open, honest way (that’s not as simple as it sounds).

All of which should bring a smile to the faces of our friends and colleagues who use direct marketing – and who follow best practices for this medium. For when it comes to building relationships with customers by offering something of value, direct has always had an advantage. It’s highly targetable, it’s personal and it provides a channel for ongoing “conversations” that build a relationship over time.

Yes, we’re all now attuned to how the Internet is changing the marketing game, but if you need a refresher course, or just some good strategic ideas, wander over to cluetrain.com. We think you’ll be reminded of just how far we’ve come since 1999 – and you just might find some wisdom on how to cope in the world of 2007.