Web 2.0 – Its Significance for the Retail Marketer

Though relatively new, Web 2.0 has taken the world by storm. Familiar old technologies such as Flash and newer technologies such as AJAX and RSS feeds offer ground breaking new ways for retailers and consumers to connect with each other and communicate. These features are changing the face of online marketing.

The distinct characteristic of Web 2.0 marketing is that it is spearheaded by innovative means for keeping open the channels of communication between marketers and buyers. As the choice of communication channels increase, retailers are forced to think more about revamping their traditional online marketing campaigns. Blogs, social networking sites and RSS feeds are the three main areas of Web 2.0 that have the strongest impact on retailers.

Blogs in Web 2.0 marketing

The popularity of blogs and user reviews is growing dramatically, providing a completely unexpected marketing avenue. Customers see products on the internet and post user reviews on a buyer’s web site.

They also discuss the products on their blogs drawing more and more potential customers into the discussion. This can have an enormous marketing ramification. News of a product can spread fast bringing in a rush of sales. Or, at the opposite end, a single negative review can have a domino effect, bringing the product down and hindering sales.

RSS feeds in Web 2.0 marketing

RSS feeds also have a massive influence in the online arena. Online purchasers are utilizing this technology for a whole host of purposes including:

• Receiving alerts about major promotions
  
  
• Comparing prices and receiving updates about price changes
  
  
• Posting comments and reviews
  
  
• Talking about products
  
  
• Discussing their experiences with different businesses
  

Sites that provide price comparisons are becoming increasingly popular, with online buyers finding it easier and more convenient to find the most competitive price for a target product.

Social Networking sites in Web 2.0 marketing

Retailer’s online marketing strategies are also being affected by the massive trend towards social networking sites, which are generating potential buying groups and niche online communities. Innovative web 2.0 technologies open up endless opportunities for interaction between users. This in turn has a great influence on what shoppers buy en masse, as opposed to the more conventional experience of online shopping, which was more solitary in nature.

As opposed to a traditional web search, more and more consumers will be deciding on a purchase based on others' experiences.

With Web 2.0 opening up a surplus of revolutionary new marketing channels, retailers have numerous alternatives for reaching customers in exciting new ways.

 

Written by: David C Skul - CEO

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