Web 2.0 and Marketing

The rise of consumer control over market messaging is a revolution that will reform how marketing and advertising companies communicate. In the spirit of revolution, we hold these truths to be self-evident:

• Consumers will actively avoid advertising and marketing unless there is some ROI (Return on Involvement) and technology makes it easy to do so
• The most trusted source of information about a brand is friends and family
• Technology allows anyone to publish anything - including opinions about brands, services, and products
• Social networks can be an extremely efficient communication channel and a way to involve consumers in creating the brand
• Companies that embrace new media and consumer-controlled communication will flourish; those that don't ignore this trend at their peril (of becoming irrelevant)