More on this Web 2.0 Thing…
Friday, September 28, 2007
Staying on the topic of the significance the Internet plays in our role as marketers, I came across this article the other day from Mediapost. In it, Karl Greenberg sums up some of the opinions industry veterans expressed during the National Advertising Review Council's NAD Annual Conference on this issue. The title, "Web 2.0: A Minefield Marketers Must Cross," is telling, to say the least. One of the panelists, Mark Serrianne, CEO of brand consultancy Northlich, is quoted throughout the piece, explaining that the challenge now for companies is control. Meaning, there is so much information available through the Web that it is impossible to have a hand in every blog, site, or what have you to create your ideal message. So instead of trying to beat an infinite race, why not join in the running? By participating in the wealth of information through a blog or some other such voice, a company and/or brand has at least a chance of being heard and understood just in the way that it intends. But to say that is, of course, an understatement. Because if the voice you create is interesting enough or even mildly entertaining, your company or brand has the power to become an influencer. The beauty of the Internet is that it is a truly global platform. Its audience is in the billions, so even if you tap just a tiny fraction of it, you have already won. And accomplishing this is much easier than infiltrating the iron clad gates of the New York Times or Wall Street Journal, in which an article might still be prized, but its fame (especially these days) is short lived. So let us reiterate again that a solid footing online should be part of any company's foundation. Labels: Marketing, Public Relations, Web 2.0
posted by Gina Bolotinsky
0 comments
Post a Comment
0 Comments:
Home
 |
