Marketing 2.0 What Does it Mean?
November 30th, 2008 by Bernie | Filed under Web 2.0.
This podcast is a brief introduction to Bernie Borges’ forthcoming book: Marketing 2.0: Bridging the Gap Between Seller and Buyer. Targeted publish date April 2009.
So, what exactly do I mean by Marketing 2.0?
Marketing 2.0 is a play on words on which parallels Web 2.0. As you know Web 2.0 allows for an interactive experience on a web site (blog, social network, podcast, wiki, etc.)
In Marketing 1.0 we interrupt, we intrude, we disrupt our prospective buyers through various advertisements, direct mail, email messages and cold calls. Marketers have tried for decades in 1.0 to interrupt the buyer in hope of getting a message across with a call to action. Then, if we get a 1% response to our interruptive marketing, we think we’re doing well!
Some forms of Marketing 1.0 can be effective, such as advertising on the side of a shuttle bus at a convention to a targeted audience. Or, some banner advertising can be effective in a very niche industry website. If you are a supplier in a narrow niche and there are good niche portals in your industry this can be an effective marketing strategy.
But even effective 1.0 marketing should be supported with 2.0 strategies comprised of great content on blogs, podcasts and other social web platforms where you can engage in two way conversations.
Marketing 2.0 shifts all the power to the consumer (the buyer). It’s a paradigm shift. I argue it’s even a mindset shift. The power is no longer in the hands of the marketer. The buyer has the ability to engage in conversations on the web with others who share common interests to learn, research and hear from others about products and services of interest. The buyer can learn about a company whose product is being considered, the industry trends, employees, the people of influence, etc. Before a buyer makes a purchase decision he/she has an unparalleled ability to hear from others who have made a similar purchase decision.
Then, how can marketers influence buyers in a world of social interaction on the web?
Through a Marketing 2.0 mindset!
As marketers we have to be aware of this shift of power and engage our buyers in sincere and authentic conversations. A conversation is two way. We need to speak with, not talk (shout) at them.
In the old 1.0 world marketers blasted messages out. Marketing 2.0 is speaking with your buyer in conversations, getting engaged and listening to them.
For example I heard a story about how Paul Colligan was flying somewhere on a Southwest Airlines flight and his flight was canceled. He posted a comment on Twitter (his Twitter name is @colligan) about his frustration and when he eventually landed on the other side, Southwest Airlines had contacted him through the web (on Twitter) to say “we heard you and we want to make it right.” Kudos to Southwest Airlines for listening and taking action quickly! Paul Colligan then Tweeted about the positive reaction he got from Southwest Airlines. In the end, Southwest Airlines got good exposure for their swift action, not in the media but on the social web (which I argue is the new media but that’s the subject of a future blog post).
Too many people view the web as a one way communication experience. However, social media allows us to have two way communication through engagement. For example, if you have a comment to add about this podcast/blog post you can leave comments below.
All companies of all sizes have the opportunity to get engaged and listen to their prospective buyers using Marketing 2.0 strategies.
Are you using Marketing 2.0 strategies?
Bernie Borges
@berniebay
Tags: @berniebay, marketing 2.0, Podcasts, social media, social web, Southwest Airlines, Twitter, Web 2.0
Thank you for good staff, Bernie. I think we need to listen to our prospestive or real partners (not only buyers) and hear them. That is the way to reach the customer and manage company reputation.
Yes! I am contributing to marketing 2.0 in a small way by leaving this comment… isn’t it interesting how small the world is becoming with so many conversations going on.
Again, thanks for the blog, it’s a joy to read and learn from you.
Marketers should not limit their engagement with just those who buy from them but also anyone who their buyers interact with as well.
Interacting on other blogs as you guys are doing is certainly one way to do that. You don’t have to have your own blog to interact with your community.
Thanks for your participation!
Bernie
Rachel hit it right. It’s all about multiple simultaneous conversations, and about the deep relationships that grow from those conversations.
This is not even all that new–social marketing has been my primary business growth tool since 1995, and I talk about it in several of my books (especially Principled Profit: Marketing That Puts People First).
Best of luck with the new book, Bernie
Shel Horowitz
http://www.frugalmarketing.com
Shel,
I agree that social marketing is not new. In many ways it’s common sense marketing. It’s so much more prominent now due to the availability of RSS and social platforms (blogs, social networks, etc.) and a cultural shift influenced by a younger demographic which is in the work force now.
Thanks for your comments.
Bernie
@berniebay