DocumentCode :
2872324
Title :
Marketing Using Web 2.0
Author :
Parise, Salvatore ; Guinan, Patricia J.
Author_Institution :
Babson Coll., Babson Park
fYear :
2008
fDate :
7-10 Jan. 2008
Firstpage :
281
Lastpage :
281
Abstract :
The increasing popularity of Web 2.0 tools, such as blogs, wikis, and virtual worlds, is fundamentally changing how consumers use the Web. The basic core of Web 2.0, that users can generate and share their own content, often regarding company brands and products, provides both potential value and challenges to marketing practitioners. Along with conducting secondary research, we interviewed 30 marketing executives and senior managers at companies at the forefront of using this technology. We found that there were four principles which guided managers´ marketing actions: 1) facilitate users in generating content, 2) focus on building a community, 3) ensure authenticity of the message, and 4) look for marketing opportunities through experimentation.
Keywords :
Internet; marketing data processing; Web 2.0 tool; Web logs; marketing practitioner; virtual world; wikipedia; Blogs; Collaborative tools; Companies; Content management; Costs; Educational institutions; Feedback; Marketing management; Product development; Technology management;
fLanguage :
English
Publisher :
ieee
Conference_Titel :
Hawaii International Conference on System Sciences, Proceedings of the 41st Annual
Conference_Location :
Waikoloa, HI
ISSN :
1530-1605
Type :
conf
DOI :
10.1109/HICSS.2008.242
Filename :
4438986
Link To Document :
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