Marketing from the bottom up?

In the new dynamic it has become fashionable to talk about conversational marketing – different from ‘word of mouth’ marketing – in so far as this is marketing not driven hierarchically by the company from the top down, but by their recently enfranchised customers connected by internet. A world of individual customers inhabiting the blogosphere, connected by hyperlinks and acting from the bottom up. On the other hand few marketers seem to have embraced blogging, suggested by some as a crucial forum for conversational marketing.