Showing posts with label web 2.0. Show all posts
Showing posts with label web 2.0. Show all posts

Monday, September 22, 2008

Missing Link Marketing - UPDATED

The New Landscape - It's an ocean out there. 

The new landscape into which advertising and marketing programs are launched today is dramatically different from the "old world" of one-way media such as TV, print, and radio advertising. 

The "ambient information" available today also empowers customers to do as much (or as little) research as they want before they decide to make any purchase. 

The "always-available-ness" of this information makes it more useful to consumers because they can find it when they want it rather than be hit with it when they don't -- e.g. when checking email, watching TV, etc.

The Modern User's Expectations and Habits - Give me what I want, when I want it, where I want it. 

That said, "too much information" also presents a challenge for modern consumers -- how to hone in on the right bit of information that he or she needs at that moment in time from the ocean of available information. 

In the new landscape, modern consumers have developed habits and finely tuned skills to help them find and use information as well as cope with its abundance, variety, and differing levels of trustworthiness and timeliness. 

Consumers ... if they can't find your information on the first few pages of search results, you don't exist. 

If answer to the missing link is not found, they may simply not buy, postpone buying, or just buy what they know (previously purchased product, service, or brand). 

The right info, at the right time, to the right person, through the right device.

So, couldn't every person have a different missing link? Yes. Doesn't that mean that it would be very hard if not impossible to identify every customer's missing link, let alone solve it? Yes. And even if we could identify each user's missing link, wouldn't it be cost-prohibitive to get a message out to each individual addressing his missing link? Yes.

All of the above would be unfathomable in the age of one-way media. But in the new digital landscape there are new tools, services, and methods which can help solve these missing links

continue reading....

Original article from October 22, 2007.


Wednesday, April 23, 2008

Tips for success in a Web 2.0 world

By Dr. Augustine Fou  SVP, Digital Strategist, MRM Worldwide 

Web 2.0 has been described as "lots of video," "cool user interfaces that use javascript," "social networking," "word of mouth." Google, YouTube, MySpace, Facebook, etc. have been used as examples, as have countless other companies and terms, correctly or incorrectly. But what really is the essence of this new wave of websites rising from the ashes of the first web implosion? And what are the implications for advertising and marketing?  

Web 2.0 versus Web 1.0 Web 1.0 was about the tools which made getting information online easier -- HTML, website creation software, standards, internet connections, etc. This led to an explosion of information online and generated the estimated several hundred billion web pages online today. Web 2.0 is about organizing, filtering and prioritizing the vast amounts of information so that the information becomes more useful, timely, and relevant. Web 2.0 was born out of necessity in the current "age of too much information." It also has profound implications for advertising since advertising messages are part of the clutter and people have accustomed themselves to tuning everything out until such time they are interested in researching something for themselves.

Modern users' high expectations Web 2.0 sites, which include Google, YouTube, Facebook, etc., have collectively set extremely high expectations among users. These "modern users" are impatient -- they want their information right now; they are intolerant -- if a site disappoints or frustrates them, they won't come back, and they are vocal -- they tell their friends about good sites and about bad ones too.

continue reading... 


Thursday, October 11, 2007

How to create a great website


Seth's post encapsulates much of what IS web 2.0. Web 2.0 is not just social networking. Rather it is the philosophy and business practice of listening and leveraging the power of the people -- whether it is having the community to atomic units of work like tagging photos on Flickr or having members share things like app sharing on Facebook. Most advertisers are so used to one-way media such as TV, print, and radio, they are still using the Internet in the same way -- banner ads, adwords, etc.


How to create a great website

Here are principles I think you can’t avoid:

1. Fire the committee. No great website in history has been conceived of by more than three people. Not one. This is a dealbreaker.

2. Change the interaction. What makes great websites great is that they are simultaneously effortless and new at the same time. That means that the site teaches you a new thing or new interaction or new connection, but you know how to use it right away. (Hey, if doing this were easy, everyone would do it.)

3. Less. Fewer words, fewer pages, less fine print.