Web 2.0 Marketing – 5 Concepts That Matter

Web 2.0 marketing has made previous conventional marketing methods seem nearly obsolete. Trying to succeed in a Web 2.0 world means having to discard old marketing notions and embrace new ones.

If you are trying to figure out the secret to successful Web 2.0 marketing, here are a few creative concepts that are sure to get started in the right direction.

Your Audiences Matter more than the Markets

Unlike conventional marketing where the markets were the prime focus and the customers just fell in place, the web is all about audiences. People do not just want to come, buy and walk away. They want to be enlightened, engaged, and entertained. The only way you can succeed in that is by thinking of your web visitors in terms of an audience instead of merely regarding them as market to "pitch" every week.

Forget business; think entertainment

You cannot enlighten, engage, or entertain your audience if your web site looks and sounds like it came from an academic textbook.

Weave a little creativity and imagination into your story and present it to your audiences in a compelling way. Engage your audience’s senses. If you want your audience to sit up and notice you, you need to appeal to their senses.

Capture their attention by delivering your message in an audio-video presentation. Sights and sounds put together can create a powerful impact and are more entertaining than poring over pages of boring, static text.

Communicate realistically

Web sites are built for communication with real people. Yet everybody is intent on filling pages with key-word dense articles that put our audiences to sleep.

Your audience needs to know what it is you are trying to say. Keyword gibberish is sure to leave them baffled, frustrated, and more determined than ever to never visit your site again. Most web sites that fail do so because they did not communicate a believable, convincing, and realistic marketing message. What they have instead is a marketing message that is unfocused, confused, and hard to comprehend.

Think experiences and emotion; not features and logic

Even when it comes to buying something as commonplace as a pressure cooker, most consumers will make their purchasing decisions based on their experiences and emotions rather than logic or the product’s features.

Pushing the "feel good" attributes of emotional marketing will get you more customers than if you tried to market your product focusing only on the logical, practical aspects of your products. Trying to influence an audience into purchasing a product solely on the basis of 'most features at the lowest price' will work only for a short time, if at all.

Focus on long term campaigns; not one time ads

'Out of sight; out of mind'. A one-time advertisement is a waste of time; no matter how much money you spend or how interesting it is. Audiences are bound to forget about it in a matter of days. Instead, audiences love to be courted and wooed with meaningful conversations and long term campaigns that relate your story and deliver your focused message. This takes time, commitment and long-term marketing campaigns rather than isolated advertisements.

 

Written by: David C Skul - CEO

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