When do marketers have an audience? Anytime. Where do they have an audience? Anywhere. Who can marketing products? Anyone. How can marketers capture their audience? Using as much innovation as possible. Web 3.0 has brought with it a slew of new benefits and challengers to marketers and consumers alike. Potential consumers are both a click away from your product and can turn away in a click.
Innovation has become a more significant differentiating factor in marketing. A clothing company recently replaced racy billboard ads with QR codes acceessible by some mobile smartphones to link to the ads on their site. Old Spice has tapped their audience to interact with them to generate viral videos as part of its marketing campaign.
The key to marketing with the new Web 3.0 is embracing the inherent interactivity of dialogues in the new world of social media. Dan Tapscott and David Ticoll state, "Transparency is being done to the firm whether they like it or not," in their book The Naked Corporation. Rather than creating electronic advertising content, companies need to engage in interactive dialogues leveraging a whole new set of tools available with Web 3.0 such as Wikis, Twitter, Facebook, comments, voting, sharing, and RSS feeds, just to name a few.
How has social media transformed your purchasing habits?
Interesting thoughts although I paused on your reference to innovation. That's an interesting word and I suspect not all innovation adds value. But that is probably a more abstract discussion than is needed for our journey.
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