WSJ: Respond strategically to Web 2.0 or be left behind

If you haven’t already, read what the Wall Street Journal has to say about: The Secrets of Marketing in a Web 2.0 World.

It’s short, well-written, and says again what we need to keep hearing about how companies need respond strategically to Web 2.0. It’s not just implementing promotional marketing programs there as if it were a new media channel to add to the mix.

Remember how companies were left behind in the nineties. It wasn’t because they didn’t develop a web site or an email list quickly enough, it was because they didn’t have a good response to the changing environment and competition. They needed to add offerings and/or change positioning to carve out a new niche in the new world. Mobile and social media are causing even bigger shifts.

Consumers are flocking to blogs, social-networking sites and virtual worlds. And they are leaving a lot of marketers behind.

  • A New Approach: Marketing these days is more about building a two-way relationship with consumers. Web 2.0 tools are a powerful way to do that.
  • The Pioneers: A growing number of companies are learning how to collaborate with consumers online on product development, service enhancement and promotion.
  • The Lessons: From these early efforts, a set of marketing principles have emerged. Among them: get consumers involved in all aspects of marketing, listen to and join the online conversation about your products outside your site, and give the consumers you work with plenty of leeway to express their opinions.

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