With the proliferation of Web 2.0, brands no longer have complete control over their message anymore. Scary? A little. But also exciting. Why? Because it’s not just the corporation speaking for its products and services; it’s also the consumer. Now, “everyone can create and shape the message,” says Darlene Ficther, author of this this insightful article, “Seven Strategies for Marketing in a Web 2.0 World.”
Web is more fluid than print. We don’t live in a black and white world anymore. So what can we do to color our brand in a more positive light given the subjectivity online and all the factors that influence the way the World Wide Web views us? Simply listen and observe. Hear what your customers are saying about your products and customer service on your social media pages. You will be surprised what you find out. You are building tools for them to interact, but in turn, you are receiving some valuable insider consumer marketing behavior.