Trend – World Wide Web

„The Web is not going anywhere and will only continue to evolve. More Web applications will be developed and compete for customers‘ time and attention. As customers become accustomed to communicating and collaborating on the Web, they may choose to take marketing your brands into their own hands. […]

Web 2.0 technologies will not replace traditional marketing such as direct mail or TV advertisments, but instead are new complementing marketing channels that many consumers will expect their brands to communicate through. […] Enabling consumers to participate in each aspect of the marketing mix will help brands remain relevant in todays changing world.“

Bryant, Samantha C. (2009): A Strategic Framework for Integrating Web 2.0 into the Marketing Mix. In: Deans, P. Candace (Hrsg.), Social Software and Web 2.0 Technology Trends. New York, Information Science Reference: 41.

Messages Spread Like a Wildfire

„With Web 2.0 technology companies can quickly and inexpensively make things happen. You can have your advertising messages spread on th Web like a wildfire with social bookmarking sites, RSS, and other Web 2.0 methods, and without having to pay anything for it, have thoudands of people coming to your Web site in a matter of days. What would have cost you millions of dollars in investment […].“

Bryant, Samantha C. (2009): A Strategic Framework for Integrating Web 2.0 into the Marketing Mix. In: Deans, P. Candace (Hrsg.), Social Software and Web 2.0 Technology Trends. New York, Information Science Reference: 41.

Learn About What Consumers Are Saying

„Web 2.0 technologies make it very simple for a marketer to quickly and easily learn about what consumers are saying about a brand or product. RSS or real simple syndication is any of verious XML (extensible markup language) file formats suitable for dissaminating real-time information via subscribtion on the Internet. […]

RSS feeds can be set up to find and aggregate information about a brand or product from blogs, podcasts, and so forth, and be sent out via email every morning to keep a marketer updated.“

Quelle: Bryant, Samantha C. (2009): A Strategic Framework for Integrating Web 2.0 into the Marketing Mix. In: Deans, P. Candace (Hrsg.), Social Software and Web 2.0 Technology Trends. New York, Information Science Reference: 40.

The Consumer Defines the Brand

„The consumer defines the brand; a brand is not what a company defines it as, but what a consuer says it is. Via Web 2.0, consumers have numerous avenues to add their interpretation of brands, for better or worse.“

Quelle: Bryant, Samantha C. (2009): A Strategic Framework for Integrating Web 2.0 into the Marketing Mix. In: Deans, P. Candace (Hrsg.), Social Software and Web 2.0 Technology Trends. New York, Information Science Reference: 39.

Begriff – What is Facebook

„Facebook is a social utility that connects users with other people by enabling them to publish profiles with text, photos, and videos; to review friends‘ profiles, and join a network.“

Quelle: Bryant, Samantha C. (2009): A Strategic Framework for Integrating Web 2.0 into the Marketing Mix. In: Deans, P. Candace (Hrsg.), Social Software and Web 2.0 Technology Trends. New York, Information Science Reference: 34.

Web 2.0 – Marketing Mix

Quelle: http://www.cs-pr.de/ueber_pr.html

„This new Web 2.0 marketing mix supplements the traditional four-p marketing mix (price, product, promotion, and placement) with a new „p“ lens: participation.

In this new marketing mix, each of the four elemnts is approached by enabling customers to participate in it.“

Quelle: Bryant, Samantha C. (2009): A Strategic Framework for Integrating Web 2.0 into the Marketing Mix. In: Deans, P. Candace (Hrsg.), Social Software and Web 2.0 Technology Trends. New York, Information Science Reference: 29, 36.