As a marketer I consistently look to break through the noise, the constant drum beat of messaging. What I am realizing is I am no longer in charge of the message. I simply need to provide a forum for it to transpire.

The next great phase of how content is written, read and stored is upon us. There’s a blog born every half second. Content is being pushed to the net faster then ever before but it does not end there. It lives on the net, constantly being updated and added to by the reader. The content and message takes on a life of it’s own. We are moving from a society of passive viewer to active participant.

As Kevin Kelly wrote almost 2 years ago in Wired, “When we post and then tag…teaching the Machine to give names, we are teaching the Machine…..Each time we forge a link, we teach it an idea…..Think of the 100 billion times per day humans click on a Web page…teaching the Machine” The machine is the net. We are the net. We are the machine!

What does this mean to our clients? Simple. Embrace change. Move from developing websites to creating portals. Portals where information and ideas are formed. Provide a place where users come to act not react. Allow the user to define your product and pitch. Allow the user to create your marketing. Allow the user to not only be intimately involved in the process but rather create it.

Over the next few months, Integral Impressions will be launching several of these portals. Our goals and the goals of our clients is to change the way the net is used by their clients and prospects. Regardless if you think Web 2.0 is building or rebuilding the net, you have to agree that it is designed today with an architecture of participation.

Authored by Chris Daley.