I just watched Michael Arrington's interview video with a bunch of Web 2.0 CEO's. Very thought provoking, in bits and pieces... One quote that really struck me was from Jotspot CEO, Joe Kraus. He was talking about the future of publishing and publishers. His view is that the publisher's role will be to "seed and weed". In other words, put initial ideas out there and see what happens to grow, while keeping an eye on things and making sure too many weeds (trolls, spam, etc.) don't choke out the growth of the good content.
I wonder how this metaphor could be carried over to marketing.
The big concern of traditional organizations is loosing control of the message. Therefore most traditional marketing is about driving traffic back to the controlled content source, the corporate web site.
Viral marketing, the apparent preferred approach of Web 2.0 generation organizations, on the other hand is primarily concerned with the spread of "the word", by mouth, by net, whatever. The main concern seems to be maximizing the spread, regardless of how true to the originally intended message.
Maybe "Seed & Weed" is the common ground between these two approaches. This would foster spreading the word while maintaining intended focus, if not control. Not quite sure what this would look like, just an idea...