Archive | July, 2011

A Brief Overview of 3.0 Marketing

27 Jul

As you may or may not be aware of the web has been undergoing a transformation over the past year or so and that all encompassing term, “web 2.0” is now passe. The pillars that made web 2.0 popular are still important: great content, connectivity, and user interaction; however, a there has been a general acceptance that it is no longer necessary for every website to have its own social community and there is no need to write code from scratch if the functionality exists and is popular elsewhere. In short the open API has made web 2.0 obsolete. And as you might guess, this has major implications when it comes to marketing.

The traditional idea of the website fell squarely under, “if you make it – they will come.” By the time web 2.0 came about it was clear that this wasn’t the case. Marketing was still trying to mimic the physical world by dominating pages with banner ads and pop-up billboards. And while this may have worked for a select few, I think most would agree that the efforts did not equal the return and oftentimes were counterproductive in creating brand loyalty. Forums, on-site commenting, and micro-social-communities brought consumers closer to web site owners in the land of 2.0 but as facebook and twitter became dominating giants in the land of communication it became harder and harder to get users to participate in any type of interactivity on another website. This is where social marketing was born and what eventually led to 3.0 marketing.

3.0 Marketing is in fact just the natural progression of the social marketing that has been happening over the past couple of years. The real distinction is in the ultimate goal of marketing. Previously marketing efforts were based on the idea that everyone wanted to drive traffic back to their site and into their sales funnel. If a company only has that ONE way of making sales then I guess that is a good goal; however, most companies sell in multiple ways (online, in stores, through 3rd party retailers) this is true for almost all industries. And for many companies the main goal – that key sales funnel is simply the first contact with a new lead – there is no reason that this needs to happen on their website. An initial contact on twitter is every bit as valuable an initial contact from your contact us form.

What does all of this means to the average business owner? Well it results in two things; first, companies will have to accept that developing customer relationships online will take just as much time and skill as it does in person; second, companies need to let go of control and participate as an equal with their consumers. 3.0 Marketing is a bit of a paradigm shift from even the current social marketing, it involves thinking of web, mobile and real-life relationship building as ubiquitous, but when its handled correctly can create wonderful results for both companies and consumers.