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Marketers, small business and Web 2.0

Written by: Ross Fattori

Article Overview: Embracing new media

Marketers, small business and Web 2.0

News of the Tribune Co. filing for Chapter 11 bankruptcy protection is yet another reminder that the media landscape is changing.

Almost every week, we’re hearing stories about established media companies scaling back their operations, in response to decreasing ad revenue and audiences.

From my perspective, it appears that the bigger the media player, the longer it has taken them to fully embrace the reality that more people are turning to the Internet for news, shopping, gaming and other pursuits.

Just last week, the mighty New York Times announced that it would allow third-party content to supplement news stories on its front page. This means that people reading front-page stories will be able to click on clinks to other sites (including blogs) to get more information.

What does this shift mean for marketers and small businesses? It means that they should be exploring new ways of engaging with their customers online, if they aren’t already. They should be experimenting with social networking sites, blogs, video sharing, wikis and folksonomy.

If you are a marketer and still talking the language of traditional media (print editions of newspapers, network TV and radio), then it’s time to come out of your cave and join the party. Sooner or later, your advertisers are going to ask you about Web 2.0, and if you can’t discuss it with them, then they’ll go elsewhere for the answers.

Where do you start to learn about web 2.0? There many excellent blogs and web sites devoted to this issue. It was during this type of search that I stumbled upon a podcast the other day that featured an interview with Denise Shiffman, a former executive at Sun Microsystems who now operates a marketing consulting firm called Venture Essentials.

Ms. Shiffman’s blog, Engage Daily Blog, is a must-read for anyone who wants to know more about Web 2.0. Her blog offers relevant insight and timely advice about online marketing. You can sign up for a bi-monthly newsletter, participate in a marketing plan wiki (if you don’t know what that is, check out Denise’s blog – it’s pretty cool), along with other helpful strategies about online marketing.

As the media landscape continues to shift online, you don’t want to be left behind. If you learn as much as you can about the evolving world of online marketing, you – and your customers – will stand to benefit.

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Article Tags: chapter 11 bankruptcy, chapter 11 bankruptcy protection, clinks, folksonomy, marketer, marketers, marketing consulting firm, media landscape, network tv, new ways, new york times, party content, podcast, relevant insight, shiffman, social networking sites, sun microsystems, timely advice, tribune co, wikis



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