February 28th, 2006
Web 2.0 Needs Marketing 2.0
A great synthesis of 2.0 thinking on new marketing paradigms for social media from, no, not a blogger or Web 2.0 evangalist, but from the president of OLD Market Research company Yankelovich Partners:
These days, the best way to get people’s attention is not to engage consumers with a brand, but to host or facilitate a context for people to engage with one another. People don’t want to see ads; they want to see their friends. And while they’re doing so, they’ll do business as well.
and
Social engagement is the next big thing for the entire marketplace. In this age of consumer resistance, people are avoiding brands while seeking one another. Brands must shift away from the single-minded focus on engaging consumers and instead become adept at enabling people to engage with each other.
If Web 2.0 is going to make any money, it needs to pursue these new marketing paradigms and not just depend on Old Media models like selling ads — even Google AdWords feels like its Marketing 1.2 at best.
Here’s Umair Haque on Marketing 2.0:
The challenge, of course, is for geeks to understand that it’s exactly this value equation they should be disrupting, not ignoring: making marketing, branding, advertising not evil.
That they’re evil doesn’t mean you should ignore them - it means you should be destroying them and then redefining them: making them less about Madison Ave and BuzzAgent, and more about the deep 2.0 principles that in fact, are revolutionizing the deep economics of many industries - principles like peer production, gift economies, sharing, transparency, social capital, anticonsumption, and deep culture.
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Important extention to Bradley Horowitz’s community pyramid…
Bradley’s pyramid has started a fire-storm of conversation that has fanned out and started side-conversations all over the net. I’ve seen several people derive a similar conclusion to that pyramid that I think is a bit misleading. The gist of…
then to join the conversation, as opposed to trying to dominate it. Scott Karp takes this a step further, and asserts that Web 2.0 cannot be successful without Marketing 2.0 . “If Web 2.0 is going to make any money, it needs to pursue these new marketing paradigms and not just depend on
[…] This is why Media/Web 2.0 needs Marketing 2.0 — we need a new economic paradigm for valuing attention, which will create a new paradigm for value creation in Media/Web 2.0 and enable the “the good stuff will rise to the top,” as Tom Glocer puts it. […]
[…] From Productivity: Meet, Greet, Then Market by J. Walker smith, president of Yankelovich Partners. He’s right on. It’s all about value: With all the choices out there you better do more for me than just tell me how great your product is. I want real value. (Link via Scott Karp’s fantastic Publishing 2.0.) […]
[…] Noah Brier has been rippin it up lately. If you don’t subscribe to his blog, you should. I am quoting him as he is quoting Scott Karp (who I’ve been reading lately and agree has a great blog) as Scott quotes J Walker Smith. On BrandingThese days, the best way to get people’s attention is not to engage consumers with a brand, but to host or facilitate a context for people to engage with one another.From Productivity: Meet, Greet, Then Market by J. Walker smith, president of Yankelovich Partners. He’s right on. It’s all about value: With all the choices out there you better do more for me than just tell me how great your product is. I want real value. (Link via Scott Karp’s fantastic Publishing 2.0.) […]
about the deep 2.0 principles that in fact, are revolutionizing the deep economics of many industries - principles like peer production, gift economies, sharing, transparency, social capital, anticonsumption, and deep culture. from Publishing 2.0 -Web 2.0 Needs Marketing 2.0 marketing, web2.0marketing, web2.0