Marketing satisfies needs.
I do not build the brand, the market does.
Before starting a positioning project on the net, the company strategy must be clear and the future direction must have been defined.
For the first time, the 2.0 marketing tools balance great companies and small and medium-sized firms in their chances of getting known. The chances to be known exponentially grow with a reduced budget but with a good strategy and a good positioning on the net.
The inconvenience of traditional marketing: it is over. The customer is not receptive to traditional media, concurrence is very expensive, there is no possibility to make customers loyal and they are difficult to be picked up.
Benefits of Marketing 2.0: Promoting participation, the picking up is viral, expansion is intrinsic.
In a World 2.0 the content is the key, the shape is not. Image is important but content is getting stronger over image. Content must be dealt according to the needs of the consumer we wish to approach. Content has to impact consumer because he/she is being enriched and not because a product or service is being sold.
The World 2.0 is at everybody's hand. Generation and spread of content are immediate.
Defining the customer profile in a specific way is the key to get to him/her. Never define his/her profile in a generalist way, he/she must be impacted by messages with content.
It is important to elaborate a “Social Media Plan”.
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