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Monday, July 21, 2008 New Communication Theory and the New Roles for the New World of Marketing

In the era of the "new" social Web, communications is actually evolving back to its origins of communicating with people, not at them. It may seem implied, but communications does not, for the most part, embody two-way discussions.

With the soaring popularity and adoption of Social Media, companies are realizing that in addition to marketing communications, listening and engagement is quickly becoming pervasive and necessary in order to compete for precious, yet thinned and distributed attention. The days of focusing solely on Web stickiness, eyeballs and clickthroughs are fading. These are the days of immersion, conversations, engagement, relationships, referrals, and action.

One of the core issues on the web for many people who try to keep themselves up to date is the increasing noise of information; it means that there are load of information on the web which are irrelevant to the people and we have to look in all those irrelevant information in order to get the chance of seeing the relevant one

as a location where people gathered and talked to each other (thesis 1): they would discuss available products, price, reputation and in doing so connect with others (theses 2-5.) The authors then assert that the internet is providing a means for anyone connected to the internet to re-enter such a virtual marketplace and once again achieve such a level of communication between people. This, prior to the internet, had not been available in the age of mass media (thesis 6.)

The second Web 2.0 Expo San Francisco takes the pulse of the Web ecosystem and looks to its future, training a spotlight across the Web 2.0 universe to illuminate how the Internet Revolution is being created and delivered. Web 2.0 Expo is for the builders of the next generation web: designers, developers, entrepreneurs, marketers, business strategists, and venture capitalists, people who have experiences to share and a passion for learning--the hot new thing, lessons from failures, innovations and inspirations, and the practical applications of all of the above. What will you do with the power of Web 2.0?