So, you’ve got a website, does that mean you’re using all the marketing communication capabilities offered by the worldwide web?
Before going into this in greater depth, let’s go through some definitions.
We turn to wikipedia for some insights: “Marketing communications (or marcom) are messages and related media used to communicate with a market. Those who practice advertising, branding, direct marketing, graphic design, marketing, packaging, promotion, publicity, sponsorship, public relations, sales, sales promotion and online marketing are termed marketing communicators, marketing communication managers, or more briefly as marcom managers.”
And, as for the worldwide web: “The World Wide Web (commonly shortened to the Web) is a system of interlinked hypertext documents accessed via the Internet. With a Web browser, a user views Web pages that may contain text, images, videos, and other multimedia and navigates between them using hyperlinks.”
Now, let’s add another paradigm into the mix:Web 2.0. This is a “term describing the trend in the use of World Wide Web technology and web design that aims to enhance creativity, information sharing, and, most notably, collaboration among users. These concepts have led to the development and evolution of web-based communities and hosted services, such as social-networking sites, wikis, blogs, and folksonomies. The term became notable after the first O’Reilly Media Web 2.0 conference in 2004.”
Web 2.0 is the current state of play of the worldwide web. Social marketing, greater involvement by users of the web means that communicating with the people you want to connect with means more than just having a website. It means a rethink of your marketing communication objectives.
Consider that during Web 1.0, Britannica Online was the encyclopedic source, while today, it’s Wikipedia. And, remember that the latter is a open encyclopedia, which allows users to put up their own entries. Now that is collaboration.
It also means how you communicate with these people requires the use of other tools. The website is not enough.
By contrast, the state of the web before Web 2.0 (just some 10-15 years ago) was more staid, where merely having a website seemed enough. Once you had this indexed, you could easily get enquiries, especially since there were very few websites out there.
Mind you, websites were static and tended to the boring. This contrasts to the more interactive nature of today’s websites. And, by this I don’t just mean the use of flash. (Sorry, I digress.)
Back to Web 2.0, let’s face it getting your website noticed is not just submitting the site to different search engines to get indexed. For your site to get a high search engine ranking means that you will have to have links into your site from other sources.
A very good way of getting these links is to use the social media provided by Web 2.0. My favourite is blogging.
Blogging, among other things, allows collaborative effort on the part of the readers–something that we accept as part and parcel of what Web 2.0 is all about. There are many other aspects about this which I’ll cover in another post.