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Web 2.0

Web 2.0 changes the usage pattern of the Internet! How can your company adopt it to communicate with your prospective and current clients?

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You are here:    Home arrow CEO’s Blog arrow Web 2.0 - a new paradigm!
Web 2.0 - a new paradigm!
Web 2.0They say that marketing as we know it started in the 70’s.  I would not know – I was too busy trying to maintain passing grades in school in those days. The first time I was introduced to marketing was in late 80’s when my VP of Sales gave me, a Regional Sales Manager, an old copy of “Principles of Marketing” by Philip Kotler.  Read it he said and tell me how you can improve your numbers. And improve they did – not just the top line but the bottom line too.

 I used to sell PC based solutions those days. And did we face stiff resistance from a lot of companies!!! Computers in general and PCs in particular, were threatening the workforce. Enterprises had fears about lack of control - what if my computer fails? I remember those days, when a few of my clients would maintain all their accounts on computers as well as on paper – JUST IN CASE…..

But systems and process made sure that control was regained. And PCs have now become an integral part of the enterprise.

Marketing was very different in those days. Marketing meant pushing the information YOU felt your prospects and clients needed, using a variety of conventional media like advertisements and mailers and print newsletters and in Seminars and Roadshows.

Internet changed that, did it not?  Companies had to have web presence.  There was a new media type in the marketing media mix. Companies started earmarking dollars for search engine marketing.

And again, the same old fears emerged. Fear of lack of control and security.  "How can I put out all my information out there?", " How secure is it?" "How would I get the contact information of my leads?".......And yet again, technology, systems and process helped overcome these and a bunch of other questions.

From a corporate marketing and product marketing perspective, marketers put out a huge amount of information on the web, hoping that the audience will “pull” whatever information they wanted. “Information in 2 clicks / 3 clicks” was the design requirement and the success of the web presence was determined by the number of eye-balls on the page.

I believe that was the second phase of marketing.

Web 2.0 is really a new phase and it threatens to shake up the marketing world again!!

I hear the same questions and insecurities around Web 2.0 programs that have been asked every time technology needing change in behavior is introduced.

In the forthcoming blogs, I will try and answer some of these questions. And new ones as they emerge. Watch this space for updates….