Web 2.0 and Marketing Strategy By Dave Sutton, FutureWorks PR The changing online landscape has important implications for marketers and how they formulate strategy.
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Microsoft Advertising Helps Marketers Engage Dynamic, Elusive Audiences As marketers adopt new marketing channels, measures and media mixes, they’re discovering just how ineffective their old methods have become. Reach has given way to relevance. Engagement has taken the place of exposure. And one-way messaging to the masses has become a dialogue between audience members (which may or may not even include the voice of the brand).

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The New Brand Dialogue
Marketing 2.0
Strategy 2.0

B-to-B Online and Interactive Marketing: Cutting Through The Hype
Online advertising, social networking, search engine marketing, Internet broadcasting, wikis, Web 2.0... What do these terms mean for your B-to-B marketing strategy? How do you harness the power of these new channels and Internet strategies without derailing your current strategy? Who in your organization is responsible for this emerging area of marketing? How can you leverage your online and interactive marketing activities to improve marketing’s performance measurement strategy? The new and constantly changing digital marketplace represents great opportunity for your marketing organization and your company, and these are just a few of the questions that you should be asking yourself. However, many tech marketers are off to some operational false starts in this area.
PerformVolume 1, 5/19/2008