I’ve been reading the PR and Marketing media with interest of
late, so many companies, large and small, are taking their next steps
online; evolving beyond the barriers of their websites into new
frontiers; embracing the new world of Web 2.0.
Limiting online marketing to the traditional website is fast
becoming a turn of the century phenomenon. More and more organisations
seeking marketing success online are turning to Second Life, You Tube
and other forms of social media.
The approach to marketing on the web has become divided into two
groups; those that have a website and banner ads, and those that
understand and use the web to its full potential.
As a freelance copywriter and marketing consultant, I want my
clients to be maximising their potential online and using Web 2.0 to
its full potential. I want to be involved and I think everyone in the
communication business should be thinking the same.
Big Brand’s in Second Life
There’s a plethora of excellent examples of big brands using
these new media to maximum effect. In Second Life, Cisco are holding
international meetings where no one has to leave their desk, indeed the
list of big brands involved is extensive and includes the BBC, Mercedes
Benz, Calvin Klein, Starwood hotels and IBM. What they’re seeking
is a 5 senses brand experience for their visitors, essentially
it’s three dimensional web browsing, where you walk around the
web page, engaging with it, rather than simply read it.
But of course, like with any new media phenomenon, the rules of
engagement have changed, many brands entering Second Life find their
‘sims’ remain mostly empty. The ones that succeed will be
the ones that actually learn a little about Second Life as residents
first. They’ll be the ones that don’t simply build a
presence in Second Life, but also give visitors a reason to visit. And
the reality is, you have to tell them about it in the real world.
Big Brand Success on You Tube
On You Tube, Diet Coke and Mentos are blowing fountains to the
benefit of both brands (check out ‘Experiment 214’ on You
Tube) and Sony Bravia has used blogging to substantially increase brand
recognition across the globe.
Most You Tube based brand successes have started by accident.
Someone posts something that is fun to watch, that accidentally
includes a big brand, the video spreads, the brand gets publicity.
It’s successful because the audience believes it’s been
made for their amusement, not for your publicity. And they believe this
because it’s true.
This is the challenge for those of us in the communications
industry, be they freelance copywriters and marketing consultants like
me, to admen, media sales executives or pr consultants. It’s to
get brands posted on You Tube using genuinely entertaining, engaging
and sincere approaches.
You Tube offers amazing potential for brand development amongst key
audiences. The catch is, that in a world growing in cynicism, if the
audience finds out you intended to get your message on there, the
message will fall flat: Bang. You’ve been found out.
Engaging Future
No one knows whether Second Life or You Tube will continue to break
new grounds attracting big brands; whether they will become the
marketing platforms of the future is still in doubt. But there is no
doubt that the future of marketing is engagement and this is the true
benefit of Web 2.0. Organisations with millions of stakeholders can
communicate and engage with each on an individual basis, getting
involved early; testing which new platform works for you and sticking
to a cohesive strategy is essential organisations of all sizes.
Are you using the Web 2.0? This article explores the possibilities and
pitfalls on new online media such as You Tube and Second Life, which
are currently seen as the forerunners of Web 2.0’s opportunities
to engage with customers.
About The Author
specialises in writing for business. Copywriting, Internet Marketing,
Marketing literature, Public Relations, Award Entry Submissions and
Website Content are just some of the business tools he can make work
for you. You can contact Richard Jebb by emailing him richard@wordsthat-work.co.uk http://www.wordsthat-work.co.uk.
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