Implication for Interactive Marketing Strategy

Web 2.0 represents an enhanced level of user sophistication. Users who are subjected to an almost endless stream of messaging of widely varying quality and credibility have to develop instant radar for authentic and credible communication . Also, users are becoming accustomed to authoring and personalizing their own experience and using multiple online channels to access the kinds of experience they’re looking for.

The advent of Web 2.0 and its technology has broad implications for interactive marketing strategy.

Consumers who are sophisticated about messaging (and if they’’re not now, they will be)
will make quick judgments about what is, and is not, meaningful to them.

To create an interactive marketing strategy that will reach them, delivering personalized, down-to earth, individually targeted messages is a must.


Generic, broadly targeted messaging that might have worked when the outbound messaging communication bar was set relatively low isn’’t going to cut it in a competitive information marketplace.

If your message isn’’t meaningful to your consumer, it will likely be ignored altogether.
Your interactive marketing strategy should also consider taking advantage of the
multiple distribution channels online, including RSS feeds, podcasts, video seminars,
search engines and blogs.

Your customers are likely to be scanning for the information they’’re looking for (and if not now, they will be) by searching RSS and podcast feed aggregators, blogging sites, video sites, and product and service reviews. If your information appears in one of these channels, it stands a good chance of showing up in Google, Yahoo! and other search engines. If not, you should look into optimizing your content for search engines as well.

Source:Pamela Lund, CEO PL Interactive, Inc

Successful Web 2.0 Strategy

10 Tactics for Web 2.0 Success

1) Create a Community!

Provide membership facilities such as profile pages, friending , defining groups and friend invites. A feeling of influence is also required such as a platform for expression where the audience is in charge.


Fulfil social, ego and self-actualisation needs of your users and then allow them to show their status and expertise.

Greet every new member

2) Simple Proposition and Simple Platform!

Have a simple proposition, you can explain your website on the phone. S/he can easily and truly imagine your web site.

Provide a benefit to the person that makes a real difference in their lives.



Promote active participation such as user generated content.

3) Viral Growth!

If you want to grow, you must include facilities to encourage word-of-mouth marketing (WOMM) both altruistic and incentivised.

Provide integrated sharing mechanisms: Email, blogs, RSS, widgets, cut and paste of code snippets, IM, and SMS.

Develop ways to lower the barrier to invite friends such as: "Import from address books (hotmail, gmail, outlook express), import from instant messaging clients."

Encourage a natural network-effect, whereby the site has more value to users the more people they invite.

4) Continuous Research and Development!

Continually research and develop the site on a rolling basis. Do not be afraid of experimentation.
Keep an open dialogue with your users and involve them in decisions.
Provide an easy mechanism for users to provide feedback. It’s free testing.

Closely monitor real user behaviour and use this information to improve and develop your site.

Do not forget that web development and design is a process, not an event!


5) Platform for Advertisers!


With your community, think about how you can meet advertisers with the right consumers.
Create opportunities for advertisers to interact with the users.

6) Outside in, Inside out!

Allow content from the web into your site such as widgets, rss, etc.



Allow syndication of your content and brand through rss, widgets, open APIs etc. Set your content free. Let your users do your marketing for you.

7) Focus!


Target your proposition to an audience.

You can target on one of the following:

Location Based Focus

xianei.com = China Focus

Interest Based Focus

myspace.com = Music Focus

Identity Based Focus

ivillage.com = Female Focus

Condition Based Focus

theknot.com = Marriage Focus

8) Be Profitable!


Don’t forget to be profitable! Check the real costs of content creation!
Measure and focus on your rate of monetisation such as total revenue per visit,this is your yield.

9) Rich Content Presentation!

Readers are looking for complete solutions. Make sure your content is interesting. Expertise is relative, people are looking for the like-minded people.

Be specific! Readers want the specific content.

Provide a mix of content from broad to narrow; from small audiences to large audiences delivered from a range of sources, from editorial content , blogs, UGC(User Generated Content), Forums and ratings, reviews and comments.

10) Sell Something!

100% advertising revenue = eggs in one basket

Don’t forget to sell something!



Virtual World: Facebook Gifts; Second Life Island; Ad-Free Memberships
Real World: DeviantArt Printed Material; Merchandising Products

* inspired by Paul Lomax

Yüce Zerey | y=f(yuce)