Online Marketing Priorities in a Web 2.0 World: New How-To Series

by Peg Corwin on July 26, 2008

A traditional marketing plan outline now looks dated.  Web 2.0 has changed the techniques and rules of marketing forever.   The definitions of Web 2.0 vary, but all agree the shift is seismic.  Tim O’Reilly, founder of O’Reilly Media, is widely credited for establishing the term “Web 2.0.”  As he puts it, “Web 2.0 is a business revolution in the computer industry caused by the move to the Internet as platform, and an attempt to understand the rules for success on that new platform.”

To get a glimpse of these big changes, watch this short but charming video. Click the right arrow in the middle of the screen.

Social Media in Plain English video by Common Craft

As a result of all this interactivity and personalization, businesses have new communications techniques and new ways to work with customers.

What Marketing Techniques Have the Biggest Paybacks Now?

Because of new capabilities that social media provides, there are many new ways to market.  “When did online marketing become so complex?” asks Anita Campbell of Small Business Trends. “How shall I prioritize my activities?” Anita recognizes the frustration all of us feel trying to make sense of new alternatives, and she’s got answers.  Here’s her graphic to portray how to focus your online marketing activities for the best return:

Online Marketing ROI Online Marketing ROI

Center, Inner and Outer Priorities

The center of your marketing plan should be your website, she says.  It’s the bullseye of her circle.  In the smaller, inner circle are five more marketing activities with high payoff:  email marketing, blogging, online press releases, pay-per-click ads, and search engine optimization (SEO.)  The rest of these new marketing outlets form the outer ring.

Why Are New Marketing Approaches So Important?

Because you can reach more people with new methods, and target them better.  The bottom line: You should adopt new techniques because they are powerful and cheap.

To introduce and explain the many new Web 2.0 marketing techniques, I’ve decided to do a how-to series of blog posts.  Here’s the link:  Online Marketing Series

How are you prioritizing your online marketing activities in the Web 2.0 world?  Please share your strategies in a comment.