Marketing and Comunication at the 2.0 Entrepise

In the Internet 2.0, the Web 2.0, this Web with so many social networks, thematic communities, participatory forums and hundreds of thousands of millions of blogs, banner (in any form) … do you have something to contribute further to appropriate a valuable space on our screens?

Is the banner friend or enemy? Continue on this road would be poured over wet ink. The time of the banner format as king of online advertising rose. We speak of the banner as a concept.

In our previous post here in Wonderbusiness, said that Marks should have a dialogue with the consumer. It is not enough to be displayed and taught, we must find a way to get to face to face. That is not easy. And one of the reasons why it is not easy because they have no marks or custom method of dialogue with the consumer.

From the press rooms to the bloggers rooms.

One company spoke with the consumer through their products and services.This is how it has always spoken. And also through each and every member of his team.

Marketing, Communication, Advertising tools are the services of the Company, in the service of the brand. Those are their tools, but their arguments are others: quality, innovation and commitment.

It is time to understand the dynamics of the market and the communication is different. That means that the Media (the traditional Mass Media) are not the only disseminators of information or the most qualified opinion makers.

The companies, however, still have their press room, still calling press conferences and carrying out actions of PR with the fundamental objective of attracting the attention of the media. Packaged messages for them and hope that, through them, come to the public and cause a favorable effect.

But at this point, everyone assumed the relevance, importance and impact of blogs and, therefore, of bloggers. And this reality has not yet been integrated by companies on their strategies and actions for Communication & PR. We have not yet seen (and, if any, we have no news of this) bloggers rooms in the corporate websites of large companies (small or not), why are not calling for bloggers to the press or acts of PR? We know that the voices and opinions of bloggers is important, so we are not doing or demagoguery, populism or even sinning opportunism. This is assuming the current reality and act consistently with it.

We know that technology, digital society has an enormous impact on the way we live today. However, the technology is not what matters. What matters is are the changes that technology leads to opening doors, removing distances, matching opportunities and making audible voices.

We’d love to start seeing a paragraph in any website that says’ room bloggers. We’d love to find a campaign banner (drawing that have not yet entirely dead) of any recognized brand with the message “We have opened our bloggers room, please Visit us.” That would begin to demonstrate that the dialogue of Marks with the consumer would be taking a new momentum.

The difference between advertising and participation.

It’s a huge difference. And it’s not a difference of magnitude, is a conceptual difference.

Companies, Marks, Advertisers, I find it interesting to open its doors to the Web 2.0? Do they believe that their relationship with the company and the market would improve if put in place strategies aimed at Social Media to Mass Media?

The Internet 2.0 we live is participatory and based on the free view and share the view as knowledge. And while the generation of view, and content, such as sharing it with millions of people are produced at high speed. Somebody and somebody listener believes. For many, many listeners and many operate on the basis of trust for the views of the content to which they have access. Let’s say it’s the digital version of mouth-ear. That we have come to be called Buzz Marketing, which is that we like so much, especially the marketinianos, put labels …

Buzz Marketing is fine, like the Sustainable Marketing, the Marketing social or otherwise. But the essence is not in the Marketing, Advertising or dissemination we do, but what they really do to generate a stream of opinion and our customers have reason to believe in us as a company, product or brand.

Returning to the classics, for that they are, we could say that the companies never have had the opportunity to integrate their clients in the Value Chain that once defined by Michael Porter.

Participation generates real value and, moreover, is a fantastic axle to turn it on strategies for Marketing and Communication and Advertising campaigns. Web 2.0, Social Media Marketing does not kill, are not a threat to advertising, quite the contrary, encourage and empower new approaches that can achieve better results with the indispensable ally who is always creativity. Clearly, this whole new environment not only requires new strategies, also requires new forms of organization and work within companies. Una dinámica diferente. A different dynamic.

 We launched an invitation from Wonderbusiness.

• We invite companies to think about how to start your bloggers room . We invite companies to think of a figure in his team or he who is the Head of Relationship Bloggers (like being taken over the figures of Head of Media Relations and Head of Investor Relations).
•  We invite all readers of this blog, whom we thank for their interest and for the kindness to continue our work, to bring us their opinion about this topic.

 After all, we are what we share, dont’t you think?