Web-based marketing services provider Marqui has published a great white paper on the evolution of marketing in a Web 2.0 world.
Titled Invisible Marketing: What Every Organization Needs to Know in the Era of Blogs, Social Networks and Web 2.0, the paper deftly illustrates how marketing techniques have evovled as new technologies have emerged. More specifically, Marqui documents the shift from one-to-many, to many-to-many:
Marketing 1.0 ruled the offline world; it was broadcast in nature, and every reader or viewer saw the same message.
As we moved into Marketing 1.5, marketers introduced web sites that were basically static brochure-ware, but held the promise of a 2-way conversation. Eventually, we introduced the ideas of permission-marketing and opt-in, and recognized the value of segmenting our audiences and delivering more targeted communications. This was the era of one-to-one marketing.
Today, we find ourselves in a 2.0 world, where social computing applications like blogs, wikis and RSS feeds give way to the wisdom crowds. Marketers are no longer in control of the conversation, and often-times struggling to even be part of it.
As Marqui notes:
In Marketing 2.0, you no longer have control of a polished, coherent message stream...Marketing 2.0 is, in essence, both a many-to-many environment, and one where the unknown is marketing to the unknown. Marketing - the way messages about your company are created and communicated, and the process of interconnected relationships with your customers - has become invisible.
The paper goes on to highlight the various 2.0 tools and techniques that today's marketers can leverage to become part of the conversation, as well as some interesting case studies that illustrate the importance of embracing this new, participatory culture.
Download it here.