Market 2.0
Web 2.0: The power of 2 This article gives a very perceptive and thoughtful overview of howWeb 2.0 applications can change the nature of marketing. Some Excerpts: "Social networks, blogs, user-generated content, tagging, wikis, P2P - all those are about conversation and fall neatly under 'reputation management', which is, essentially, PR," says Howell. Companies need to be out there, looking at what people say about them online, and respond in an open and appropriate way. Ignoring even one customer's negative comments on a blog could do serious damage to a brand's reputation. Brands can learn an awful lot from blogs and social networks, which they can use to their advantage; not just to get their marketing messages right but also on a deeper business level, by involving consumers in product development. An interesting example of this approach backfiring: ...car brand Chevrolet placed tools on its site that allowed users to remix and 'mash-up' its lates