Word of Mouth: Advertising 2.0
My last column discussed interruptive advertising, the common practice for the last 20 years. Your mailbox, TV, inbox, and desktop, even the movie theater to which you paid admission fell prey, one by one, to the onslaught. It seemed unstoppable. Until now.
Enter word of mouth and the equally relentless push of technology. Like some great, agnostic liberator, technology offers opportunities for marketers and consumers alike. Each time a consumer creates a review on Amazon.com, shares a photo via Flickr or FilmLoop, or adds an entry to a blog or wiki -- in other words, each time a consumer contributes to the marketing conversation -- she takes back a little control and a little ownership over the information that comes at her. Each time a marketer embraces that contribution, the conversation improves all the more. Working together, marketers and consumers are shifting from "interruptive" to "invited."
Word-of-mouth marketing, unlike one-way traditional media, actually invites users to take control, to create their own messages and share them. Part of the larger set of disciplines called "social media," word of mouth is participative, scalable, and remixable. It's built on collective intelligence. Sound familiar? It should. It's from the Web 2.0 framework.
Word of mouth is a primary component of "Advertising 2.0," to borrow from the Web 2.0 framework. The 2.0 framework offers a mental model for marketers. Today, I'll describe how Advertising 2.0 is participative, scalable, and remixable, and is built on collective intelligence. I'll also define genuine word of mouth and portend its increasing role in marketing. This at least partially explains its sudden presence in consumer conversations, marketing plans, and columns such as this one. Everybody's talking about it.
External Source - For the complete article click here
Source - ClickZ
Word-of-mouth marketing, unlike one-way traditional media, actually invites users to take control, to create their own messages and share them. Part of the larger set of disciplines called "social media," word of mouth is participative, scalable, and remixable. It's built on collective intelligence. Sound familiar? It should. It's from the Web 2.0 framework.
Word of mouth is a primary component of "Advertising 2.0," to borrow from the Web 2.0 framework. The 2.0 framework offers a mental model for marketers. Today, I'll describe how Advertising 2.0 is participative, scalable, and remixable, and is built on collective intelligence. I'll also define genuine word of mouth and portend its increasing role in marketing. This at least partially explains its sudden presence in consumer conversations, marketing plans, and columns such as this one. Everybody's talking about it.
External Source - For the complete article click here
Source - ClickZ
