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Web 2.0 and Marketers

Guest post by: Satyam Gambhir

Article Overview: By now you've heard the term "Web 2.0"... but what does it mean and why is it important for all marketers? Here's a quick explanation and my thoughts on the importance of the Web 2.0 movement. "Web 2.0" is a weird phrase. It began as the name of a conference, but the people organizing the conference didn't really know what they meant by it. Mostly they thought it sounded catchy. However, "Web 2.0" has since taken on a meaning. There are some interesting new trends on the Web, and it's the nature of a phrase like that to adhere to them.

Web 2.0 and Marketers

It is easy to google / wiki it and you will find a lot of stuff to read. However, this is what I could gather, which will definitely save you a lot of reading. By now you've heard the term "Web 2.0"... but what does it mean and why is it important for all marketers? Here's a quick explanation and my thoughts on the importance of the Web 2.0 movement.

"Web 2.0" is a weird phrase. It began as the name of a conference, but the people organizing the conference didn't really know what they meant by it. Mostly they thought it sounded catchy. However, "Web 2.0" has since taken on a meaning. There are some interesting new trends on the Web, and it's the nature of a phrase like that to adhere to them.

From what I can gather, Web 2.0 is all about the social networks being created on the web. Websites like Digg, MySpace, Flickr, Blogger, Wikis, etc. are all operating inside this bubble we call Web 2.0. If you want a really detailed explanation of Web 2.0, visit the site that started it all at oreillynet. It's complicated - but incredibly simple at the same time.

Web 2.0 simply defines the evolution of the world wide web. It describes the Internet as it was intended to be - a resource that allows for information creation, sharing, and dissemination. Why is this important to us as marketers? Because is accelerates WOM (you guessed it, "Word-of-Mouth"), building brand, and communicating your message and receiving feedback.

If you've been following the blogging circles lately, you've not doubt heard of the latest controversy- blogging for payment. The idea that someone would actually pay you to blog about their products or services would only be possible in the Web 2.0 world. Yet it's indicative of Web 2.0. In this environment its all about information sharing, ideas, and communities with similar likes and dislikes.

The viral nature of Web 2.0 is contagious. Just visit Digg or Del.icio.us and you'll soon find out what I'm talking about. As a marketer in this environment, you have to understand the importance of viral marketing and managing your marketing messages - even creating a buzz around your products.

Some of the leading brands have been doing this for ages... Nike giving away their sneakers to the best athlete at a school; PowerBar giving away samples to athletes, and so on. The only thing that's changed with Web 2.0 is vehicle. In addition to ‘feet-on-the-street', there are now online tools - communities that are available to spread your message.

Developing a Strategy

The best way to utilize this new technology is to really understand the value that each has to offer. Begin with a clear understanding of your desired outcome. Then, consider the tools in your tool box. For example, if you want to communicate how customers feel about a given topic or issue, maybe you want to blog about it... or conduct an interview via a podcast.

You should approach your Web 2.0 with the same strategy you use when developing your traditional marketing plan. An integrated approach always works best. Regardless of the vehicle, apply the same basic marketing standards you do today. Use messaging points, create value, and segment. Postion - approach - position. Follow your heart to make money!

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Article Tags: digital marketing, marketers, marketing, social media, web 20



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Re: What I'm reading this weekend - Sept 10, 2010 - Hi Evan, I have been reading a few of those blog posts and find them very thought provoking. I especially liked the ‘What I believe about…. Work’ post by Perry Marshall and can relate to that very much. In the ‘old days’ whenever they were when we had no gadgets and worked five or six days a week and took Sunday off whether we waned to or not, it was easier to switch off at least for one day of the week. As Internet Marketers we are never more than a few metres away from the tools of our trade and they are all telling us to come back and ‘switch me on’, we have work to do. As I type this it is Sunday morning and I should take Perry’s advice on board and take at least one day off completely to recharge the batteries. regards, Mal.
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Re: What is your biggest challenge? Today? - Hello members, My biggest challenge in the coming year and beyond is without doubt better time management. Like millions of other Internet Marketers I want to work from home full time but its catch 22 isn’t it? To work full time you have to put in almost full time effort but we haven’t got the time. We come home from work and do as many IM hours as we can fit in during evenings and weekends whilst still carrying out our family obligations. If and when I do work from home full time I will be able to structure my days better to get maximum effect from the hours that I work. At the moment I seem to be fire fighting every night trying to catch up. the dream is still alive, LOL Mal.


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