5. How to use it for marcoms? Web behaviour Firm’s strategy Digital media mart Thought tracing People search the web for info & fun Firms use search terms to target user A market in search terms appears Ubiquitous connectivity People assume always-on computing Firms look at proximity & geolocation data Market in access to profiles and identity develops Social exchanges People build their identities on virtual communities Firms sponsor, co-opt or create their own communities A market in communities develops – exclusivity + functionality Cultural exchanges People participate in cultural exchanges Firms offer cultural products or present themselves as ‘more global’ ‘ Buzz markets’ become focus of competition
6. Web 1.0 Web 2.0 Marketing 1.0 Marketing 2.0 Comment Press releases Blog posts Makes the subject seem more personal Push content Pull content (like SEO+RSS) People are comfortable with the web and have gained power as a result Glossy publications Video/Podcasts/VCasts People engage with people more than magazines Firm’s content User generated content & feedback What would you rather read? Word of mouth recommendation Positive commentary on social media The elusive ‘tame blogger’ and ‘artificial social’