Excellent article on WSJ about marketing in a Web 2.0 World. It’s a distillation of conversations the researchers had with a number of key people involved in leveraging the new social tools available on the Web. Here’s what they recommend:
- Don’t just talk at consumers – Work with them through the marketing process – The new paradigm is all about engagement. The audience isn’t passive any more, involve them in your process, from idea generation all the way to product feedback.
- Give consumers a reason to participate – Motivate consumers, an incentive (not necessarily monetary can go a long way). And make sure there are no barriers to their participation, things like a toll free where they can speak to someone can go a long way
- Listen to, and join, the conversation outside your site – Keep an ear open for conversations around the Web, and participate wherever word springs up about your company.
- Resist the temptation to sell, sell, sell – Don’t forget, you’re trying to build a relationship here. Forget short-term wins and you can build a long-lasting loyalty.
- Don’t control, let it go – This is a hard one for most executives. Solicit feedback wherever you can. Negative comments can help you grow and improve even though your initial reaction may be purge.
- Find a ‘marketing technopologist.’ – That’s a person who brings together strengths in marketing, technology and social interaction. These people are worth their weight in gold.
- Embrace experimentation – New ideas are generated all the time; some die some flourish. You need to participate wherever you can to be part of this growing ecosystem and reap the rewards.