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Why Web 2.0 Marketing Is Important
The internet churns out new frontiers every so often. One which is now becoming main stream is Web 2.0 marketing. This is use of Web 2.0 resources to spread visibility and communicate the selling message of ones website or company. It's not rare today to see CEOs blogging to pass out a steady stream of message about the company; or to have a company's or website's profile in MySpace or FaceBook.
Web 2.0 marketing is taking advantage of the preference of editorial content over advertisement. Ross Fadner of Media Daily News explains "One of the hottest marketing trends currently blurring lines--both online and offline--between marketing and journalism is the concept of branded content, or content generated by a company primarily for marketing purposes. A new study conducted by Roper Public Affairs (U.S), says that most consumers prefer receiving information from companies through editorial content rather than ads.
The study measures consumer response to custom publications, a marketing vehicle whereby consumers receive free magazines from companies they have bought something from in the past. Some of the most common examples are in-flight magazines provided by airline companies or company brochures sent to purchasers from automobile makers."
The study shows that 85 percent said they prefer custom publications to ads, and 75 percent felt better informed after reading them. More than six in ten said custom publications made them feel closer to the sponsoring company, and 75 percent said they believe the effort shows an interest in building good relationships with customers. Eighty percent said they find the information in these magazines interesting.
In-flight magazines like Msafiri published by Kenya Airways would be an equivalent of a company blog to which customers can subscribe to online. According to Lori Rosen, executive director of the Custom Publishing Council (US), these custom publications provide a great return on investment because "people either ignore them at worst, or at best find them relevant and useful." And she adds that they don't feel like propaganda if they are executed well.
This is supported by an exclusive online research by MarketingExperiments that found out that using Web 2.0 marketing also known as social marketing has a better return on investment compared to the more main stream Pay per Click (PPC).
This is probably explained by the fact that Web 2.0 is based on a pull technology like RSS (Really Simple Syndication) where it is the customer that is looking actively for content. Rather than the push technology like email where the marketer is trying to interrupt a prospect to deliver a message. Also social marketing involves free valuable content and not the blatant "buy me" marketing of pure advertising.
All in all, Web 2.0 is proving to provide the two things that make a website successful, these are targeted traffic and convertions, making it a primary consideration in ones internet marketing plan.
About the Author The author recomends an All-in-One Small Online Business solution by SiteSell. See one of the Site Build It Reviews here and learn more about features like Content 2.0.
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