The Web is continually impacting marketing strategies and tactics. Traditional marketing channels, by their very nature, are highly controlled, one-way messages—created by marketing departments and directed at the consumer. The “original Web,” or Web 1.0 as it is known, made it easier than ever for prospects to learn about products, services or providers. Back then, most of the information available was published by the provider so the message and brand was highly controlled.
Today’s Web, Web 2.0, reflects a paradigm shift in the way the internet is being used, from presenting information to sharing to collaborating and building a community of interest around information. Forester describes Web 2.0 as a set of technologies and applications that enable the efficient interaction between people, content and data. The interaction is what makes these technologies different. The interaction is usually referred to as social media – conversations facilitated by technology.
Check out this video from Microsoft Digital Advertising Solutions showing the divorce between the “consumer” and the “advertiser.” Cute, huh? I would like to hear from you.
- What are you doing to have a dialog with your prospects and clients?
- Are you engaging in the conversation or doing all the talking?
{ 1 comment… read it below or add one }
This is a good question. I think many firms are looking for a way to connect with prospects, clients and referral partners but many are struggling. How does a firm justify the time required to maintain a presence in the medium, when they can’t assign a metric for measuring success.
Has anyone had success defining a series of metrics?