Tom Lindmeier’s Blog @ MarketPlanB

There was an interesting discussion on Ron Shevlin’s blog on the Anti-Web. 2.0 Movement. It’s a ludicrous concept to rally against an unfortunate buzzword, but they do bring up some interesting arguments by identifying the irrational exuberance and engage in a sobering discussion of the potential impact of Web 2.0.

We do need to step back and evaluate where this is headed and analyze if the attempts of marketers to monetize it will ever succeed. A recurring theme I do see is the businesses that deliver the technology are making a bundle of money and the businesses that are attempting to use it to market their customer base are for the most part, experiencing moderate or no success. However, I believe marketers will eventually learn from their mistakes and do it right.

So let’s use Occam’s Razor and ask why a business would use Web 2.0 technology. I can think of 4 reasons. Please add to my list if you think I’m missing anything.

1. As a public relations tool
2. To enhance the SEO value of your site
3. To empower enthusiasts to drive new business
4. To better understand your customers

Where do you start in developing a Web 2.0 program? First, marketers need to realize that Web 2.0 is just another tool for viral or word-of-mouth marketing and this is a concept that dates back hundreds of years. Second, the tools for viral marketing will forever change but the businesses that have a true understanding of their customers and prospects have a good chance to succeed.

So I’m arguing that if you start out with the goal of better understanding your customers, you have a better chance of accomplishing reasons 1, 2 and 3. The worst mistake you can make is to start by engaging in hit-and-miss tactics that are based on assumptions of your marketing goals. Your customers have to provide the direction. See my article on the Invisible Visitor for more information on this subject.

There an exception to this rule of not starting with a tactic. It’s never a bad idea to post a blog because the cost is nominal and there isn’t much of a downside. The problem arises from the decision of how to theme your blog. How do you know what will really resonate with your customers? I would suggest putting up several blogs and test to see what really works. If none of them work, start a new series of tests based on the input from your failed blogs.