In an article that looks like it was commissioned three years ago and written two years ago, the WSJ has a special report out that looks at the Secrets of Marketing in a Web 2.0 World. It is filled with world beating tips like:
Don't just talk at consumers -- work with them throughout the marketing process.
Give Consumers a reason to participate.
Join the conversation outside your site.
Resist the temptation to sell.
Don’t Control, let it go.
Embrace Experimentation
Heads up, WSJ folks. Web 2.0 is not doing so hot.
Some well worn canards are expressed, often w/ zero context. For example:
The head of consumer research for a leading consumer-electronics organization created an online community of nearly 50,000 consumers to discuss product-development and marketing issues. One of the key principles of the community, she says, was "not to do anything about marketing, because we weren't about selling; we were about conversing."
Which I am sure just thrilled the head of marketing who was certainly hoping that the expense now would lead to some sales later. Okay….the story later notes that some great product ideas were introduced, which I am sure is true. The challenge of course is that a small percent of active, vocal participants can hugely skew results, in the same way a single vocal opinionated person can dominate a focus group. Hint: don’t base product decisions primarily on what you see in online communities.
Here was another brainflash for a new idea:
In one case, a company found a popular blogger who had spoken highly of the company's brand. Just prior to launching a new product, the company sent the blogger a free sample, inviting him to review it with no strings attached. The end result: The blogger wrote a favorable review and generated a flood of comments. So the company got nearly free publicity and feedback.
This is new? Seriously? Newspapers have been doing reviews of products and services for years; companies have been working with bloggers for seven or eight years (hello journal, let me introduce you to Gizmodo).
Written by a group of academics, the piece closes with a recommendation on who should drive marketing in a web 2.0 world:
So who should direct a company's forays into Web 2.0 marketing? A number of managers identified an ideal set of skills for an executive that go beyond those of a typical M.B.A. holder or tech expert. We coined the term marketing technopologist for a person who brings together strengths in marketing, technology and social interaction. A manager said, "I'd want to see someone with the usual M.B.A. consultant's background, strong interest in psychology and sociology, and good social-networking skills throughout the organization."
I have an even better idea. Find someone with good communications skills who understands the product and audiences and has been experimenting with many of these by now well used tools for the past five years. Bonus points if they never read this special report. ;)