In the past few years Web 2.0 technologies have rapidly grown, which means that there are massive possibilities of creating and sharing content, goods, information or what not with other people. The term Web 3.0 has already been mentioned, which according to Scott Brinker is the newer version of the Web, and its core lies in the vast amount of valuable data, and how to link it. The previous versions, Web 1.0, used to link different web pages, and 2.0 is more involved in collaboration and linking people [1]. Thus it is clear that Web 3.0 will also be the key to Media Economical Marketing in the future. Online solutions for media marketing are quite rich.
The most effective way of media marketing is without a doubt the richest source of various people. When they gather online in one place, we call it social networking, and the advantages of it are quite numerous starting from a huge number of visiting individuals, their friends and other acquaintances, who make up a huge network around the globe.
Google AdSense is the traditional model for taking advantage of web page space in order to advertise the company’s products. It finds people with certain interests and offers different products for that specific person. In a way it is also social, because people can insert AdSense to their webpages and take advantage of this service in such way. An even more effective way is to make a group in a social networking site, and try to think of something in order to attract the customers there.
According to Alexa Ranking the most popular social networking site is Facebook with over 122 million monthly visitors, and Twitter takes the third place with over 23 million monthly guests [2]. With such numbers it is possible to access a huge crowd of interest to sell the media, and adding accessible information to the sources is even better. I think the phenomenon of social networking has given marketing a completely new touch. Lots of comapnies use Facebook as their advertisement platform in order to take advantage of such rich environment of valuable resource – people. It is easy to create a group or an advertisement, invite people to become fans by offering them a reward (information, prize, etc.), then the friends of the friends who have joined this group, can see that their friends are fans and are attracted this way to enter the ’fan base’ of the company. The more fans, the easier it is to be ’popular’ and ’wanted’, thus makes it easier for the company to try to sell information or other goods to the potential clients. Those clients then can also collaborate with different tasks, and add value to the products.
Lots of companies and people tend to use Twitter as their side-advertising environment. For example when they have created something new, uploaded it to YouTube, they can tweet about it and create interest in various people. The latter then want to see the interesting new upload and if interested they may become hooked up. In the Interactive TV presentation a question arose concerning Twitter. If we created a TV program with input from Twitter via keywords, we would soon raise interest in our friends and their friends may become interested, which in turn could create a viral interest in something we have created. It would then be possible to redirect the people to that product.
Cloud computing has made it possible to store huge amounts of data in one place. YouTube is one of the examples where a lot of different data lies. One can make this channel a type of economical market for media with creating engaging content and hooking up lots of people. With a strong viewer base it is easier to attract potential merchandise buyers. For example one could insert a weekly task in the video to record a video of the viewers wearing a certain T-shirt. This would make it easier to sell merchandise concerning the products.
Technologies also allow embedding of videos and different sources to the company’s web page, which may be the key to attracting even more guests to the page. It is also possible to intertwine many accounts and make direct posts to Twitter, Facebook, Orkut, etc. so that you can see from either of those accounts that something has happened and want to check out the news. It is always useful for a company to link some useful information and let people know that when they give a little overview of themselves, it would be possible for them to get more information. Personal data, then, can be used to promote products of interest to these people.
Another popular thing is blogging, and when incorporating different Web 2.0 means of advertisement to the blog (embedding, tweeting the posts, creating a company web page), we could create a marketing environment. The blog then would serve as a useful information source for people. As Web 3.0 is all about information, the customer is best served with information through blogs. The techniques of advertising could be the same as described in the paragraphs above, but the main resource of information could lie in the blog. If this information interests people, they will certainly buy a DVD or a book in order to see more, to experience more of this information (visualization, genre, etc). It is always wise to leave some hidden information in order to sell it later.
Another major breakthrough is mobile technology which is evolving very rapidly. By that I mean smartphones, which are small widgets that does almost everything for a person who owns it. It has several functions and quite a tolerable screen in order to view videos or e-mails. On the 2010 Tiger Leap Annual Conference, an Estonian scientist from TTU said that the future of the web will lie in a smartphone, because it is small, compact, not too heavy, and stores various information. Assuming that it is possible to predict that a lot of content will be created for such phones. A widespread iPhone craze has already begun, people use it while waiting for green light or when they wake up (and do not want to switch on their computers). These phones allow making videos, video broadcasting, which can also be a great marketing strategy to be in touch with clients face-to-face. This is the same way as we use Skype, for example. So the future of marketing could lie in smartphones instead.
I think that we will be surprised at today’s ways of online marketing in 20 years, because this environment is so rapidly changing that it is quite difficult to predict the future of it.
Sources:
[1] http://www.chiefmartec.com/.m/2010/01/data-marketing-for-web-30.html
[2] http://www.ebizmba.com/articles/social-networking-websites
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