We are global. Web 2 has outgrown countries.
Social networks are our countries.
No matter where you came from, what you do or how you look like, we all have the same profile.
We are all a one big united nation.

But we are not the same.

Chinese still think differently than Americans and French are looking for different things than Japanese.
Web2 seemed to forget different mentality aspects.

If a Japanese user and an American user share the same interests, Web 2 would offer them same options and expose them to the exact same advertisements based on their shared interests.

They would both get the same advertisement but they would interpret it differently.

Different mentalities grasp different psychological advantages.

But Web 2 strategies decided we are all the same.

No wonder most e-marketing managers can not produce a decent marketing plan these days.

Non of them know what brand equity is.

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