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Marketing, design, and technical resources for making your digital and print communications more effective.

Web 2.0 Marketing Strategy

August 1st, 2008

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.

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