The emergence of tools "Web 2.0", such as blogs, Facebook and Twitter, significantly decreased the number of management, organizations have over their messages. Web 2.0 provides marketers with a dilemma: on the one hand, they talk about the general and parodied on the Internet draws attention to the brand, and on the other, it may not be the kind of attention the brand wants. The author offers three recommendations for organizations: to lose the illusion of control, constantly monitor the Web 2.0, as well as to interact with your customers. It shows that, in the end, while it might seem that there was a new playing field in many ways, Web 2.0 brings us to two very basics of marketing: a deep understanding of your customers and to develop an active, engaged with them. "Hide
by David Dunn Source: Rotman School of Management / UOT 5 pages. Publication Date: January 1, 2012. Prod. #: ROT158-PDF-ENG
Related Case Solutions & Analyses:
Procter & Gamble: Organization 2005 (A)
Strategy in the 21st Century Pharmaceutical Industry: Merck & Co. and Pfizer Inc.
Revitalize Your Business: Brand Reinvention Framework
Career at a Crossroad: Packing Up
Surface Logix
Quest Scholars Program
Finale
Brazil Confronts an Interdependent World Supplement
Sony Corporation
Dayton Hudson Corp.: Conscience and Control (A)
