There is no doubt that choosing to use a Marketing 2.0 strategy for your business is a faster, less expensive and more efficient way to strengthen the relationship with your customers and promote your brand. On my previous article I argued that some of the Marketing 1.0 techniques can still play a role in a company’s Marketing 2.0 strategy, and can still make a positive impact on a company’s brand. This article will attempt to shed light on how.
Before I explain the how part, let me just state that personally I reject almost all of the Marketing 1.0 techniques. In fact, with the exception of two or three Marketing 1.0 approaches, which I think still have a place in the new era of marketing (but to a lesser degree), I reject them all.
On my previous article I gave the example of Apple using Marketing 1.0 techniques to interact with their customers, fans, and future customers. Specifically, I focused on the iPhone TV ads series, and how, in contrast to other TV ads, it managed to captivate the attention of many viewers.
There are two fundamental, but important, reasons why Apple succeeded to captivate our attention with the iPhone or Mac ads:
- Apple relied heavily on Marketing 2.0 techniques to introduce their products. Blogging about it; using Facebook, Twitter, YouTube and other social media tools to ‘talk’ about their products; and finally creating a community of loyal fans and customers that will do the same for them, and by doing so creating a social media tsunami effect. The latter is important from a marketing perspective, because what it entails is that Apple’s fans are promoting their products for free!
- The second reason is what I think makes Social Media Marketing a powerful marketing tool. Allow me to use an analogy to explain this profound phenomenon:
Imagine that you have a new friend on Twitter, Facebook or LinkedIn. This new ‘friend’ is great, because he helps you solve problems, and he adds value to your life by giving you ‘gifts’ you always wished to have for free. This friend is like your personal genie. You wish for a phone with a camera, and Abracadabra it is there. You wish to check your Twitter, Facebook, Flickr, and email on your mp3 player, and 1 2 3 it is there. Your new ‘friend’ is great, and you can not wait to tell all of your friends about this new ‘friend’, and encourage them to tell their friends about him too.
Then one day you find out that your new ‘friend’ is on TV. You came to learn about it because he ‘told’ you this, personally, on Twitter.
Would not you want to see your new ‘friend’ on TV? Of course you would, he is your ‘friend’ after all.
A few months after his appearance on TV, he told you that he is going to be in this big event. In fact, he is hosting this event and he wants to meet you there. You and your new ‘friend’ are going to meet for the first time! And, since you already know that your ‘friend’ always surprises you with free gifts, you are more eager to pack your bag, get your ticket, and fly all the way to the West coast to meet him.
Apple did it right, and it is why they are successful in integrating Marketing 1.0 techniques into their Marketing 2.0 strategy.
Marketing 2.0 is about creating relationships, adding value to your community, listening to what your community has to say to you, and most importantly not pushing your community to do things they do not want to do.
Feel free to share your comments. Do you agree/disagree with what I have to say?