Web 2.0 in 2009

on-roofIt seems that as Web 2.0 becomes more mainstream, it is also becoming even more confusing for most. The possibilities appear endless for marketing professionals and their clients, but many have no idea how or where to start as others continue to debate its potential effectiveness. And as the economy worsens, marketers are scrambling. Further concerning is the fact that so many companies are making severe cuts in the area of marketing as these unchartered territories are entering the arena. Historical recessions of the past have revealed that companies that continue to advertise during the bad times solidify their existing market share as well as carve significantly into their less aggressive competition’s piece of the pie. But today with the dramatic changes taking place simultaneously with Social Networking, companies that cut back in the area of marketing will not only find themselves with reduced name awareness, they will also find themselves completely in the dark as to how to capitalize on the radically changing communication vehicles now available.

Allyson Kapin, founder of Rad Campaign and Women Who Tech, is a weekly feature writer for Fast Company’s Radical Technology section who has compiled a helpful list of the top 10 Web 2.0 gurus as they provide a little insight as to how the world of Web 2.0 will evolve in 2009. Below are just a few excerpts.

“Social Media will cease to be such an ‘experimental’ field in marketing and will start to become part of the main core of good campaigns. Web 2.0 is the participatory web – which means that the power of this time is that we are all producers. In former days of marketing, companies delivered messages and goods and customers were meant to consume them. Not so much any longer. Customers are major players in the arena of marketing – I would argue more so than the marketing professionals themselves now – so it is important to realize that and shift the marketing program to be more about how you interact and empower those customers rather than how you control and spread the message.” – Tara Hunt, Co-Founder Citizen Agency and Citizen Space

“Don’t rely on just your website to get your message out. Engage across the board – Twitter, Facebook, blogger outreach, etc.” – Allyson Kapin, Founder Rad Campaign and Women Who Tech

“I see social media in 2009 becoming more and more accessible to mainstream audiences.” – Susan Mernit, Co-Founder, People Software

“Keep in mind that in the developing world, people have far more phones than laptops. In terms of social media, I think we are just at the beginning of “collaborative mapping” – people working together with friends and colleagues to build shared maps of places they care about.” – Rebecca Moore, Director of Outreach, Google Earth

“I truly believe that 2009 is a huge opportunity. The bigger the threat, the bigger the opportunity.” – Nate Ritter: Entrepreneur and Web Developer

To read more about what these individuals have to say as well as a list of their websites, click here.


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Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising, Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email
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2 Responses

  1. Good food for thought.

  2. With the constant bombardment of sales messages, people are becoming less patient with reading long sales copy unless you can hook them into it. Youve heard the expression that a picture is worth a thousand words. A video can be worth ten thousand words! It can be the best way to hook your viewer in to reading your sales letter. Here is a great piece of software every business should own. Just enter some text. Choose a virtual character. Push a button, and you instantly get an exclusive, professional quality video like this! for your company to post on your website or some place like youtube.

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