The secrets of marketing in a 2.0 world
The Wall Street Journal have a great article on The Secrets of Marketing in a Web 2.0 World, based on interviews with more than 30 executives and managers.
Consumers tend to trust one another’s opinions more than a company’s marketing pitch. And there is no shortage of opinions online. The managers we interviewed accept that this type of content is here to stay and are aware of its potential impact – positive or negative – on consumers’ buying decisions.
They outline some guiding principles, which we would agree with:
- Don’t just talk at consumers
- Give consumers a reason to participate
- Listen to and join the conversation outside your site
- Resist the temptation to sell, sell, sell
- Don’t control, let it go
- Embrace experimentation
It’s worth reading the whole thing – it makes a nice compliment to my Five social media New Year’s resolutions for your business.