Marketing 2.0
Under Marketing 2.0 will be on the Internet and Web 2.0 applications based marketing strategies understood.
Here, users are included in corporate communication and its content, also known as content , via social networks and other media such as blogs , videos, images, social bookmarks and feeds . The user not only consumes the content, he, as a prosumer , makes content available himself ( Web 2.0 ).
Marketing 2.0 thus combines classic marketing with digital dialogue marketing and represents a change in the marketing of goods and services. In contrast to classic marketing, which is based on core messages, in Marketing 2.0 content that is intended to serve as fuel for discussions and purchase decisions is played essential role.
application
Marketing 2.0 takes into account drastic changes in the buying and research behavior of potential customers. Experience reports and opinions from friends and acquaintances play an important role in the age of Web 2.0. Users fall back on the collective knowledge of the masses.
The social networking of people is used by creating content on one's own website, blog or other media and disseminating it through virtual word of mouth on social media platforms. If the content is interesting and offers added value for the reader, he is often ready to share the information with his friends.
A distinction is made between a number of instruments for optimal distribution of the content. For example, the content can be provided (for free) via article marketing , email marketing , blogs and webinars , and many more, to different audiences. Product information, services and other offers to be advertised by the author are often mentioned in the entries. By hyperlinks referred to its own website, which the authors more traffic and thus more prospects expect on their own site. The networking of and to your own website is of great importance in the strategy of Marketing 2.0, because the more hyperlinks there are in the various instruments (social media platforms, blogs, feeds, articles, e-mails, etc.), the higher the rate Traffic on your own homepage. More traffic can be increased through the targeted use of search engine optimization (SEO).
The links between the individual instruments also enable the increased traffic. The content is created on the website and through a number of interlinked tools, such as: B. shared on Facebook , XING , blogs, etc. Each instrument refers to the other instruments used.
For example, a webinar can be advertised by sending newsletters by e-mail. In the e-mail newsletter there is a landing page linked by a hyperlink , on which, for example, registration for the webinar can be carried out. In social media such as Facebook, the webinar can be set up as an event and thus advertised in turn. Again in the webinar itself, reference is made to the social media channels and your own homepage.
Content from articles can also be shared on social media platforms and your own website, or reference is made to the article itself, the social platform and your own homepage. Via feeds, visitors are made aware of new posts on the website without explicitly visiting them. The integration of the feeds is also possible in social media channels. Content that is posted on blogs can be accessed via online bookmarks, so-called social bookmarks. These are also shared on social media platforms and linked to the website or post.
Individual evidence
- ↑ Marketing 2.0. Wikia , accessed January 29, 2014 .
- ↑ a b Marketing 2.0 - Strategies and tactics for a socially networked world. marke-x.de, accessed on January 28, 2014 .