The Internet is transforming the way companies do business. Web 2.0 has turned the world of marketing upside down. But how do you leverage this new way of thinking to grow your business? For the next week or two I will be focusing on practical ways to reach consumers using web 2.0.
We are starting to see a new trend these days with all of the Web 2.0 applications out there. The Internet has reached critical mass allowing social networking sites to catalyze the evolution of marketing on the web. Research shows that in history, conventional advertising has never been more ineffective. There has been a power shift. The power no longer lies with 'marketing professionals', it has been shifted to the consumer. Godfrey Parkin, renowned e-marketing pioneer and author, describes the new consumer in his latest book (Doing Business Digitally), as "an individual that has been so information-empowered by digital technologies that he or she has become far less vulnerable to the blunt instruments of traditional marketing".
New Mediums
It is important to familiarize yourself with the new marketing tools of web 2.0. Websites like del.icio.us, flickr, digg, YouTube and newsvine are a few examples of new channels to reach customers. These types of sites serve as portals to people everywhere and are delivering media in the form of pictures, blogs, video clips, and feeds. By understanding how these sites work, you can leverage them to reach your market in ways that were not possible before.
It is important to familiarize yourself with the new marketing tools of web 2.0. Websites like del.icio.us, flickr, digg, YouTube and newsvine are a few examples of new channels to reach customers. These types of sites serve as portals to people everywhere and are delivering media in the form of pictures, blogs, video clips, and feeds. By understanding how these sites work, you can leverage them to reach your market in ways that were not possible before.
New Ideas
Companies are now able to divert from traditional 'one-way' mass broadcasts to the new model of interaction and consumer engagement. The old marketing tools such as press releases and banner adverts are still in the mix but now there are more creative ways to get the word out. Companies are leveraging buzz marketing to increase product anticipation and target a specific demographic. Video clips, news, and pictures can now be released through social networking sites in order to gain brand equity and increase product awareness. While these are just examples, you can see the potential here and how new ways to market products and services will evolve every day. We have yet to see all of the ways things can be done and getting creative is now a requirement.
Companies are now able to divert from traditional 'one-way' mass broadcasts to the new model of interaction and consumer engagement. The old marketing tools such as press releases and banner adverts are still in the mix but now there are more creative ways to get the word out. Companies are leveraging buzz marketing to increase product anticipation and target a specific demographic. Video clips, news, and pictures can now be released through social networking sites in order to gain brand equity and increase product awareness. While these are just examples, you can see the potential here and how new ways to market products and services will evolve every day. We have yet to see all of the ways things can be done and getting creative is now a requirement.
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Here are a few 'e-marketing' techniques:
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Search engine marketing
Social marketing
Online advertising
Email marketing
I will expand on each of these in my next posts.
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