The document discusses the key aspects of Web 2.0 and how it has changed marketing. It notes that with Web 2.0 there is increased interconnectivity between people, massive connections through social media and mobile devices, and an on-demand culture where people access content whenever they want. It also discusses how the human brain is wired for small groups and information chunks and how this influences interactions on the web. The document contrasts traditional top-down marketing approaches with new engagement marketing techniques that focus on conversations rather than broadcasts.

1. Web 2.0 in Context Kate Carruthers Sydney Nov 2008

3. Nov 2008 © 2008 Kate Carruthers

10. Nov 2008 © 2008 Kate Carruthers Generational conflict

11. Traditional Marketing Nov 2008 © 2008 Kate Carruthers

12. New Model Nov 2008 © 2008 Kate Carruthers Who, where, when? Channels, type, distribution? Who, why, how? Budget, skills, support?

14. Nov 2008 © 2008 Kate Carruthers

15. Nov 2008 © 2008 Kate Carruthers The rules are changing We’re not in control any more This brings opportunities!

16. Marketing Ecosystem 3 Mar 2008 Kate Carruthers © Copyright 2008

18. Old v. New Marketing Nov 2008 © 2008 Kate Carruthers Above the line Below the line Online Offline

20. Nov 2008 © 2008 Kate Carruthers