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Marketing Challenge: Two Ways to Engage Prospects Online

by Hank Stroll  |  
April 24, 2007

For over a year, there's been lots of chattering about Web 2.0 and how the message affects marketing.

The term came to life when Dale Dougherty of O'Reilly Media brainstormed with MediaLive's Craig Cline. Few agree on the meaning of Web 2.0, but most agree the Web has taken a leap lately.

If nothing else, many agree the Web is still maturing. It's changing from "I go get" to "come to me," says Thomas Vander Wal.

Hype or not, the thoughts and ideas behind Web 2.0 contain the meat of the message. The Web is no longer static and one-way. Instead, visitors play a role. Users participate and connect to each other through services as opposed to Web sites.

So what does this mean for online marketing? Readers provide two insights in response to the challenge below.

This Week's Marketing Challenge

How can you help clients switch from old to new online marketing?

A "traditional" marketing company has decided to embrace "new" marketing techniques in order to create buzz about its product through the Internet. As the company's consultant, I have pushed Web site interactivity to engage prospective consumers in conversations.

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Hank Stroll ( is publisher at InternetVIZ, a custom publisher of 24 B2B e-newsletters reaching 490,000 business executives.

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