It's still unsettling how little some companies have changed their marketing outlook in spite of the new media landscape. They mistake using new media for taking a new marketing approach. They misunderstand the nature of new media vehicles and how customers behave differently because of them.

Prospects have more control than ever: more choices and more information. Yet companies still attempt to spoon-feed the public a flavorless, neutral, old-time ad campaign. Then they're confused when people ignore it or spit it out.

The new marketing world order is about relevance, not about traffic, reach, or message posturing. It's not just getting your message out there. It's about being real and saying something true and meaningful in the most compelling way possible. Laura Reis of "The Origin of Brands Blog" shows us a great example of how Weber grills hit the relevance target.

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