In a previous post post, I presented a definition of Web 2.0 as the widespread acceptance and use of technology that allows continually changing or active communication. The main points of the post were:

• The most important aspect of Web 2.0 is not the technology itself, but rather the new culture of free and open communication that comes about because of technology.
• The old era of caveat emptor (let the buyer beware) that was supported through biased and untrustworthy advertising is past.
• Web 2.0 technology has birthed a new era of caveat venditor (let the seller beware) since consumers are now able to communicate freely amongst themselves and provide unbiased feedback on sellers' claims. Amazon.com is a prime example.

How can Web 2.0 help your business?

From a marketing perspective, the questions are simple:

1. How can Web 2.0 help us reach more prospects,
2. deliver a more effective message and
3. decrease our message cost?

Is your business Web 2.0 compatible?

Again, the most vital element to success is not the technology itself, but rather the real value your business presently offers consumers. For those businesses who meet this criteria, Web 2.0 technology is tailor made to effectively assist in achieving the marketing goals mentioned above.

Bear with me as I give yet another Web 2.0 analogy. If I buy this 2006 ADR3 race car for $85k, its got the technological capability to win races. However, just because I buy the car does not make me competitive with professional drivers. Assuming I could con my way into entering a professional race, it would soon become apparent, when I crashed and burned on the first corner, that I was an amateur. The technology would do me little good if I did not posses the real ability to utilize its potential.

Likewise, the benefit that Web 2.0 technology can bring is directly proportional to some more fundamental aspects of your business, such as:

• Do your current customers (not you, your employees, or executives) consider the products you offer to be truly unique and superior solutions?
• Do you receive a significant portion of new business through referrals?
• Is it easy for your prospects to understand your unique value proposition?
• Is the leader of your business dedicated to establishing a front facing culture of transparency, honesty and direct communication with customers? 
• Do your employees understand and embrace this vision?

This by no means is a comprehensive list, but hopefully you get the idea. The more "yes" answers you can give to these types of questions the more potential your business has for excelling by implementing Web 2.0 technology and tactics.

For a more detailed look at how Web 2.0 technology can help you achieve your marketing goals you may want to check out our "Helping you achieve your goals" page.

Labels: Marketing-Communication, New-Media-Marketing, Web-2.0

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Posted by Douglas Case @ 8/01/2008 10:06:00 AM | 0 comments

I apologize for deviating from our normal Web 2.0 marketing theme but I wanted to get out an urgent message to those who have domains registered with Yahoo / Yahoo Small Business. As you may be aware, Yahoo is already going through some tumultuous times. Not only has Yahoo suffered greatly the last five years from decreasing search market share, they've recently made a high profile bungle of an overly generous offer from Microsoft and are in the midst of an employee exodus of of disillusioned key personal.

To top this off, Yahoo has just informed its domain registration account holders by email that as of July 1, 2008 domain name registration renewals will go from $12.95 / year to an unbelievable $34.95 / year. (See Cnet's report Yahoo ups annual domain registration fees.)

Yahoo is still advertising domain registrations for $9.95/year on their Website. There is no mention of the fact that now that rate only applies to the first year and all years there after will be renewed at the rate of $34.95.

If you're looking for another options, we can provide domain registration for $10.19 per year, through the world's largest ICANN domain register. Domain registration includes 24x7x365 phone and email support.

Visit www.risinglineweb.com or call a specialist to walk you through the process: 480-505-8866.

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Posted by Douglas Case @ 7/06/2008 07:02:00 PM | 0 comments

Web 2.0 is a term that has proliferated rapidly over the last few years. The term has become so popular that it's now being used by about anyone for about anything (Web 2.0 Easter greeting card anyone?). For most businesses, it's not necessary to understand Web 2.0 in much technical detail. What is important to understand are the massive social and business environment changes that the Web 2.0 phenomena is driving.

Web 2.0—The Basics

Web 2.0 is simply the widespread acceptance and use of technology that allows continually changing or active communication.

As you may be aware, some of the most common Web 2.0 applications are blogs, podcasts, Content Management Systems (CMS), social networking sites and user forums. Each of these technologies can be defined within Web 2.0 depending upon how they're utilized. Technology is a prerequisite for Web 2.0, but it's the widespread acceptance and use part of the definition that really matters.

Let the Buyer Beware

The most important aspect to Web 2.0, from my perspective, is that it has sparked a grassroots revolution by consumers. The era of caveat emptor (let the buyer beware) progressively grew through the 20th century until we languished under a never ending stream of unbelievable advertising. Regardless of consumer protection laws, the reality was that we were largely forced to rely on the naturally biased advertising and promotional information provided by businesses.

The losers in this environment were of course the consumers, but also those businesses who truly did offer unique value and could not afford to carpet-bomb our televisions, magazines and mailboxes. Nor could a business offering real value do much in their advertising to show they were different, since their competitors would make the same claims.

Consumers who wanted unbiased information about a seller relied on personal referrals—the most unbiased and believable feedback available. They were limited however by the finite capacity of their own personal networks.

Let the Seller Beware

Web 2.0 has ignited a new era of caveat venditor (let the seller beware). The rapid change in the marketing environment is not due to legislation or litigation, but rather the widespread practice of consumers sharing unbiased information about a sellers product to other customers and prospects.

A simple example can be seen with books. Outside of our friends' recommendations, we've had to rely on the publisher's information or from the questionably neutral editorial reviews. Now, thanks to Amazon and others, we have access to a large and active community of other consumers who provide us their unbiased feedback. Of course this is not a perfect system, those with ulterior motives can post reviews but we can use common sense to evaluate the reviews collectively and form a more reliable conclusion about a product.

For example, if I were to rely on attractive cover and glowing editorial review for Deck Planner: 120 Outstanding Decks You Can Build I might convinced to buy this book. But when I look at relatively low rating by consumers and their mixed reviews, I opt for a better choice.

The important point to understand about Web 2.0 from a business perspective is that our products and services will increasingly be promoted or demoted in the marketplace by consumers, and that advertising and PR will continue to lose effectiveness. Consumers now have better choices of where to get information before making a purchase decision.

The Web 2.0 revolution is only bad news for those sellers who have gotten away with neglecting their customers. In my next post, we'll explore some of the unprecedented opportunities and strategies for businesses offering true value.

Labels: Marketing-Communication, New-Media-Marketing, Web-2.0

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Posted by Douglas Case @ 4/29/2008 09:25:00 AM | 0 comments