For a couple of years now, we have been hearing about the concept of Web 2.0. This is typically defined as the second generation of the web where we go well beyond simply having a website and add more information sharing, user-centered design elements, social media and much more to create an overall improved user experience for the visitor/customer/prospect and improved analytics for the marketer.
Rather than restrict this concept to the web, I prefer to talk about Marketing 2.0. I see this as the sum of Marketing 1.0 (the traditional marketing tools we have been using for years) with the new media tools (e-blasts, e-newsletter sponsorships, search engine optimization, web banners, blogs, videos, social media, QR Codes, etc.) that, together result in Marketing 2.0. In other words, the new Marketing is not just new marketing tools but the best of the traditional combined with the best of the new. In effect, we have been preaching this for some time under the banner of Integrated Marketing. Let’s consider Marketing 2.0 a synonym for Integrated Marketing. Every marketing campaign should include elements of traditional and new media to accomplish it’s goals. The proper mix varies by market and audience.
An interesting study was just published by Gardner Research, the marketing arm of Gardner Publications, Inc. Gardner publishes Modern Machine Shop, Plastics Technology and a number of other business publications that reach the manufacturing segment. Their study was designed to answer the question we have all been asking ourselves recently. What is the best way to reach our prospect? Print? Web? E-mail? Trade Shows? The answers were quite surprising in some areas. For instance, when looking for new products, 90% of the people choose trade magazines with search engines, industry websites and supplier websites close behind. Even more interesting, while there is a slight bias for print from the 50 and older crowd, the differences are not great. Use of the web, search engines and trade shows is virtually the same. This not only indicates that the older crowd clearly recognizes the importance of the web but it also indicates that younger people still see a strong benefit in reading trade magazines that target their industry and job function.
Marketing 2.0 is not a futuristic idea. It is here today and if you are not participating, you will be playing catch-up. Need more direction on Marketing 2.0? Call, e-mail, check our web, Skype. You get the idea.