Having been talking to various people in the advertising and communications industries lately, attending a few meetings, and reading Age of Conversation, everyone, including me, seems to be repeating the same buzz words: "conversational marketing" and "authenticity".

"Conversational marketing" is just a fancy way of telling up-and-coming marketers, particularly in the online world, to keep it real and talk to people on a common level. Treat people as equals and value their opinions. Listen to what they have to say. Be like bloggers (and bloggers get told, "be transparent"). Have an actual conversation with people.

And "authenticity"? Be honest. Do what you're going to say. Address issues publicly, timely, and truthfully. Act like you've got nothing to hide, and back it up by (shocker) having nothing to hide.

These are not new concepts.

So why are people listening? Why do they suddenly seem to be buying in? And did it start with the advent of social media networks and blogging and leak to traditional companies, or did it start in traditional values and leak to online culture?

Thoughts?