Tuesday, May 12, 2009

What Impact is Web 2.0 Having on Marketing?

In my opinion, the most significant change that Web 2.0 technology has brought about to the marketing world is making marketing much more of a 2-way street than ever before. Traditionally, marketing has been about pushing information to potential consumers, telling them how great your products are, and why they should buy your product. Gathering information from them, especially pro-actively, has always been a challenge. Web 2.0 is the game changer that allows companies to pro-actively involve potential and existing consumers in marketing-related activities from product development to feedback to customer service. As an example, consider wikis - web sites that allow users to add, delete and edit content - where employees and consumers alike can answer frequently asked questions about each product. Many companies have also engaged in online community building through the use of sites such as Facebook, MySpace, and Twitter. Such online communities not only bring consumers closer to the company and its products but to one another and create the feeling of loyalty through an extended family. However, as with everything else in life, one Web 2.0 strategy should not be expected to fit all; companies must try different things to find out what's best for its environment (product, company, and consumer space).

* Originally posted on ebizQ's SOA Forum on May 12, 2009

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