Consumers are flocking to blogs, social-networking sites and virtual worlds. And they are leaving a lot of marketers behind.
Millions of people have become familiar with these tools through sites like Facebook, Wikipedia and Second Life, or by writing their own blogs. And a growing number of marketers are using Web 2.0 tools to collaborate with consumers on product development, service enhancement and promotion. But most companies still don’t appear to be well versed in this area.
So here’s a look at the principles we arrived at — and how marketers can use them to get the best results.
1. Don’t just talk at consumers — work with them throughout the marketing process.2. Give consumers a reason to participate.
3. Listen to — and join — the conversation outside your site.
4. Resist the temptation to sell, sell, sell.
5. Don’t control, let it go.
6. Find a ‘marketing technopologist.’
7. Embrace experimentation.
For more details, go here.
Photo by ilco.