A Strategic Framework for Integrating Web 2.0 into the Marketing Mix

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Author(s): Samantha C. Bryant (Philip Morris, USA)
Copyright: 2010
Pages: 15
Source title: Web Technologies: Concepts, Methodologies, Tools, and Applications
Source Author(s)/Editor(s): Arthur Tatnall (Victoria University, Australia)
DOI: 10.4018/978-1-60566-982-3.ch049

Keywords: Computer Science & IT / Information Science Reference / Web Technologies / Web Technologies & Engineering

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Abstract

Marketing strategy set by the marketing mix has remained fundamentally the same through years of other business disciplines being significantly disrupted by emerging technologies. Emerging Web 2.0 technologies such as wikis, blogs, YouTube, and virtual worlds are not only affecting how companies tactically approach marketing, but also their marketing strategies. This chapter will explore the impact of Web 2.0 technologies on marketing and brand management and how companies can leverage these technologies to strengthen relationships between their brands and consumers through a Web 2.0 marketing mix. This new Web 2.0 marketing mix supplements the traditional four-p marketing mix (price, product, promotion, and placement) with a new “p” lens: participation. The focus of this analysis is on B2C marketing of products and services only.

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A Strategic Framework for Integrating Web 2.0 into the Marketing Mix

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