An interesting article in the McKinsey Quarterly on Marketing in Web 2.0 (social web).
Bottom line, the social web is a SEO tool to drive traffic to your website (good example of GSK’s Ally). Article archived here.
McKinsey also continues to champion the idea that Web 2.0 is primarily an internal/partner collaborative communication tool (rather than marketing communication tool) that can be used to breakdown communication silos. In the world of marketing communications – McKinsey endorse the Sloan Center for Internet Retailing LEAD strategy (listen, experiment, apply, develop) for social media marketing.
[…] This post was mentioned on Twitter by Malcolm Faulds and Ignacio. Ignacio said: McKinsey on Marketing on the Social Web – Social Commerce Today http://bit.ly/tJETx […]
Thanks for sharing. Social media marketing is a powerful way to increase brand awareness, build a loyal follower base, attract new customers, and increase sales through social media. Social media promotion works equally well for small companies and startups, as well as for mature and large businesses.