"Rewind". Rewind the tape and go back ....
the early 90's, web sites were losing their connotation of "window" within which to glance to gather a number of suggestions relating to the company, and began to spread the forums intended to launch the revolution that would forever change communication and business-consumer relationship. The forums, precursors of social networks, esoridivano and proliferated with the characteristics of virtual environments dedicated to the discussion and allow consumers / users can post and share their experiences, thus building a network of consciously or unconsciously comments that apply to declare agreement or disagreement, not only of membership to the forum but also for those looking for information on specific topics so that they could draw from a spontaneous what precious word of mouth.
After three decades of the phenomenon of social networks explodes opening its doors to a much wider and diverse audience attracted to both the innovative features of co-creation and for the generalist nature of content giving rise to a generation of people called "digital natives," much more experienced and knowledgeable. In short, a workforce ready to step up its presence in replicating your profile all applications from Facebook and Twitter via MySpace, LinkedIn, Xing and resulting in Youtube migrate contacts from one social network to another so costiuire one big bag, to be filled but also to share video, photos, life experiences, from playful connotations, but also recreational and professional, always wear the versatility applications in the mobile version.
The use of the network to communicate with their partners, both companies for institutions, has contributed to making the relationship much less formal, lightening, and in part to circumvent the barriers linked to the cumbersome procedures established to implement communication processes between organizations and the market in a broad sense. Only those
who have realized the far-reaching implications of the revolutionary use of technological tools in terms of methodology, have welcomed the wave of change by increasing the opportunities for dialogue with consumers and potential. Just to mention such American airlines the likes of Southwest Airlines, Virgin Atlantic and American Airlines that are present on social networks like facebook and twitter and counting members continues to grow.
The thinning of distance has created a new form of marketing as a result of new instances related to communication patterns and relationships emerging. The apporccio the consumer is enriched intensive interaction user in the co-creation of the product / service at each stage of the process from concept prduttivo from the management of complaints and feedback related to production / delivery. In the new model of Web 2.0 marketing the design, creation and promotion of a product / service is no longer the exclusive prerogative of the producer but is the decisive contribution of the consumer to determine the characteristics of production and availability of the asset / service.
In reality we are only at the beginning of the revolution, new standards are on the horizon with Google Wave "a new tool for communication and collaboration on the web, coming later this year", as can be seen the site showing the demo of the new application from Google.
Marketing 2.0 can be a valuable tool for companies? What the potential is still unexplored?
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