From One Marketer to Another: The Why, What and How of Web 2.0

For years, companies have had the last word; in fact , they have had the only word. Organizations dominated the landscape with their voice through all mediums of advertising – from print and direct mail to television and in the early days, even the Web. Today, the pendulum
has swung; actually it has been yanked away from companies by the power of social technologies, referred to by many as Web 2.0. New technologies, such as blogs, ratings, reviews, wikis, podcasts, social networking and more, are increasingly taking control over brands
away from businesses and marketers and putting it into the hands of consumers.

Though this is a difficult change for many marketers to adjust to, those who do will have the opportunity to reap even more benefits than ever
before – even in comparison to when their voice dictated. Yet many marketers are diving in without a comprehensive understanding of the what, why and how, while even more are holding back from fear of the unknown. From one marketer to another, this paper will help you break through the hype and hysteria of Web 2.0 and understand why it is critical to your marketing plan, what innovations are available to you, how they can be used, and basic steps to get started. In addition, this perspective will share obstacles to avoid on your Web 2.0 journey to brand utopia.

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