Internet Marketing textbook.pdf - Vula

Introduction to internet marketingCHAPTER 15.2.3 The rise of web 3.0Nobody is quite sure what web 3.0 will entail, or even whether it hasn’t alreadystarted. General consensus is that it will involve the advent of the truly semanticweb. The semantic web is a concept that means the exponentially growingamount of data will be categorised in personal and human-usable ways, enablingeven better, more meaningful and more accessible content than ever. In otherwords, raw data will become real information. Web 3.0 also involved the conceptsdescribed above, especially portability, control over marketing and customisationof everything. In the far future, experts even predict the invention of web-basedartificial intelligence that will think ahead and source information before a usereven knows it’s needed. Since web 3.0 is all about “me”, marketing must takepersonalisation and engagement to a new level.6. Marketing tactics in unisonImagine the following marketing journey online:You are a book publisher and you are releasing a book by a new author. A potentialcustomer searches Google for her favourite genre and sees the sponsored advertannouncing the book launch. She clicks it to access the information, which takesher to a microsite created especially for the launch, primed with keywords. Thepage displays a link to your Twitter feed and another link that allows her to reada sample chapter if she fills in her name and email address.Curious about the book, she submits her details and immediately likes the material.She writes about it in her own Twitter feed, cross-posting it on her Facebookprofile, including your URL and Twitter username. Her friends immediately followthe link, and some enter their details. One of them says he will attend the booklaunch, and another pre-orders the book on Kalahari.net. Using your web analyticstools, you are able to track how many people respond to her posting, and where– and how – they engage.She isn’t sure about the book herself and sends a question to your Twitter profile.You and the author both respond within ten minutes, sparking a conversationbetween you and another of her friends. Because she is engaging with you,you decide to offer her 20% off the ebook version that she can read on hersmartphone. A few weeks later, you email her and her friends some bonus videocontent that relates to the book, and let them know about another author whosewriting they may enjoy.Does this sound like the kind of engagement you would like to have with yourcustomers? When you integrate all of the strategies in this course into a holisticmarketing plan, results like these are not only possible, they’re easy.6.1 Online equivalents of traditional techniques• Physical office > website. Think of your website as the public face of yourcompany. Where before customers would visit or phone your office to find outabout your products or to make business arrangements, this can now all be16GetSmarter Internet Marketing textbook