Communication, Collaboration, and Context. This is a terrific article by Robert Manning an account director at Agency.com. Found it as I was looking around Digitrends.com, a site I haven't been to in a while.
The end game of interactive marketing should be fostering greater communication and collaboration; its real value has never been as a transactive medium. But to achieve status as a great communicator, you first have to develop listening skills.
Robert argues that P2P marketing will be the only truley effective means of marketing on the Web. "Collaberative P2P Space" will allow a company to "facilitate a forum of creative statement; establish a brand new collaborative space where the company sponsors creative statement" for members restricted by previous communications media. This reminds me a whole lot of Chris Locke's Gonzo Marketing. And I really do believe, in conjunction with weblogs, this is the futre of marketing.