Introducing blogs, podcasts, etc. into corporate websites, and then using them to disseminate product videos and latest events... In the face of Web 2.0, small and medium-sized enterprises (SMEs) have found another highly effective method for brand promotion, and their marketing models have also changed accordingly.
Innovative media paves the way for an innovative marketing era
In the era where Web 2.0 is becoming increasingly popular, pioneering foreign companies have already tasted initial success—significantly reducing their online advertising investment while achieving much better dissemination effects than before. According to my understanding, a foreign clothing brand invited young dancers from around the world to perform in their clothes, recorded the performances, and released video links through their corporate website. Prior to this, bloggers cultivated based on the corporate website could link these videos to their own online spaces, either as Flash clocks or downloadable screensavers. At the same time, participants in this promotional activity could vote and enter raffles. With minimal effort, the company achieved better promotional results than traditional online advertising. This entirely new marketing approach is now being emulated by domestic companies.
Massive communities enhance interaction between businesses and customers
In fact, the door to Web 2.0 in China has already been opened, with one music phone company serving as a typical example. On its official website, not only are there traditional corporate website sections such as news information, product introductions, and event updates, but also interactive centers including personal spaces, music and e-book downloads, and device usage experiences—all unique content of the Web 2.0 era.
In this new marketing model, the corporate website serves as an internet platform, while blogs ("my space") act as Web 2.0 technical tools used to listen to stories that customers want to tell. Companies can understand customer needs through original, high-quality content created by customers, and simultaneously promote products to more customers via corporate websites, communities, and message release platforms, thereby achieving positive interaction and forming an efficient community that participates in interactive activities initiated by the company.
The awkward position of SMEs under Web 2.0
The flames of Web 2.0 are gradually spreading like wildfire, and its role in the business field is becoming increasingly evident. However, according to surveys, a significant portion of over 23 million SMEs in China are in an awkward situation—either without a corporate website or still at the "ornamental" stage.
A responsible person from Now.cn, a domestic internet infrastructure service provider, stated, "A journey of a thousand miles begins with a single step," and building a website is undoubtedly the first step that must be taken immediately to open the window to Web 2.0 for enterprises. He also suggested that SMEs do not need to invest excessive resources from the outset; cost-effective, stable, and high-speed business-class virtual hosts should be the first choice for enterprise website construction.
The advantage of the Web 2.0 marketing model lies in the fact that as long as a company has good products and a sound distribution system, it can certainly use Web 2.0 tools for cross-replicative dissemination, and this promotion will be completely carried out for free by customers helping the company. To achieve this, SMEs must ensure they quickly establish a corporate website based on Web 2.0.