There has been a lot of buzz through the blogosphere and Twittersphere, following a piece in the Wall Street Journal yesterday on how marketing is changing in this Web 2.0 world. Although folks like Emily Steel at the Journal cover how online marketing is changing on a daily basis; this academic piece reads like it should have been published two years ago (or at least a year ago- when videos like this were popular).
Salvatore Parise, Patricia J. Guinan and Bruce D. Weinberg of MIT Sloan Management Review (for the Wall Street Journal) set out to interview more than 30 executives and managers in both large and small organizations that are at the forefront of experimenting with Web 2.0 tools for marketing.
The problem is, as Frank Shaw over at Glass House points out, the article is full of examples that were new, 4-5 years ago. Ever heard of engaging a popular blogger by giving them a product in advance of launch for review? How about keeping an eye on Digg and Delicious to see if your product / news is generating buzz?
How about some of their broad advice, which is incorporated into many forward thinking marketing departments already, but sounds a bit too juvenile – without getting into prospective ROI in today’s economy:
- Don’t just talk at consumers — work with them throughout the marketing process
- Give consumers a reason to participate
- Listen to and join the conversation outside your site
- Resist the temptation to sell, sell, sell
- Don’t Control, let it go
- Embrace Experimentation
There may be some marketing executives out there that are resisting the urge to “sell, sell, sell” but finding them in this economy, is like finding the proverbial needle in a haystack.
The opportunity, which was really missed within this article, was the chance to highlight how Web 2.0 marketing tools can be used to directly affect businesses’ bottom lines. A chance to discuss how cost-effective social media tools can be utilized to secure message penetration – as bigger ad budgets are cut. A chance to discuss the real-time measurement that Web 2.0 campaigns offer.
Guess we’ll have to wait for that story in 2010.