Traditional marketing used formal, one-way communication like ads, brochures and press releases to broadcast messages to mass audiences with limited feedback. Marketing 2.0 leverages social media sharing tools and real-time two-way communication channels like blogs, social networks and comments to have conversations with customers and communities, getting viral and personalized distribution as well as immediate feedback to better understand what customers want.

1. Marketing 2.0

2. What was broken in tradition marketing? What customers wanted? Traditional Marketing Video Text Medium Real-time, minutes Days, Weeks Response time Post, questions, comments, votes, reviews, ratings Market research Feedback viral, referrals, subscriptions, CSR via e-mail marketing, ISR, … Distribution Many, including “outsiders” Few, marketing department Content Producers Personalized Masses Audience Informal, Un-edited, Organic, Listen & then talk, dialog, simple, authentic Formal, Scripted, Monologue Message Customer, Community Company Conversation is About

3. Marketing 2.0 Corporate Website Brochures, Case studies, Whitepapers Events, Sponsorships, Seminars, Lectures PR, Press conferences, News wires Ads (banner, online, print, mass media) Keywords, SEO Webinars, Podcast, Webcast Live chats, Blogs, Video blogs Wikis Social Media Sharing

4. Social Media Sharing Tools Docstoc, slideshare for documents Youtube for video Flickr for photo Digg, stumble, delicious: bookmarks FaceBook, LinkedIn: friends, network BlogSpot, WordPress: blogs