Marketing and Web 2.0

Recently I read an article on the Wall Street Journal called, "The Secrets of Marketing in a Web 2.0 World" written by Salvatore Parise, Patricia J. Guinan, and Bruce D. Weinberg. The article talks about how most companies are trying to implement Web 2.0 tools to get consumers or potential consumers to collaborate in product testing, promotions, and service tools. Unfortunately, most companies are not aware of what Web 2.0 is, let alone of it's great potential to grow their companies. Web 2.0 came after the dotcom bust in 2001 and according to the article what it basically allows people to collaborate on projects, but it also builds social and business connections. Basic examples of these tools are blogs, wikis, and social networks sites.  Some of the most popular sites include Facebook, Wikipedia, and Linkedin. 

The article lays out several principles for marketers to achieve great results in this Web 2.0 world;

1. "Don't just talk to customers---work with them throughout the marketing process."

• This principle has to deal with the idea that marketers should allow consumers to participate in the products they have, and allow them to get involved. This allows customers to partcipate in the marketing process allowing them to add insight, get involve in product development, and provide feedback to customer service.

     2.  "Listen to--and join--the conversation outside your site."

• According to this principle consumers usually do not trust the pitch given to them by marketers. So, this principles tells marketers that they should listen and pay attention to online forum, blogs, and sites that allow user submitted content that discuss products and services. These sites provide that raw and unbiased opinions of their customers and opponents.

     3.  "Resist the temptation to sell, sell, sell."

• Basically, this principle tells marketers that instead of just trying to sell on a website by plastering it with ads, they should sit back and listen to their ideas with the intention of taking those ideas into consideration.

     4.  "Don't control, let it go."

• As discussed throughout the article the main theme is user submitted content, this principle discusses the idea that "the community drives the content." Basically, let your customers speak their minds whether positive or negative and the company learns  ways to better improve their products and their marketing.

     5.  "Find a 'marketing technopologist.'"

• The writers in the article coined a term marketing technopolist, which refers to a person who's main attributes are those in marketing, technology, and social interaction. This preferred employees opens up a better understanding of this new world by participating in it.

     6.  "Embrace experimentation."

• Trying new things out that are not conventional to your methods, will create new tools for marketing.