In my last post, I mentioned that I would continue to cover how Web 2.0 tools are disruptive to the old ways of marketing.

First of all, as a reminder, here’s the official definition of Web 2.0 by Wikipedia.

Why is Web 2.0 disruptive to traditional business models?
Web 2.0 Tools enable people to do a great job at reaching out to the market (marketing) in an interactive way. The “secret” to creative and successful marketing has always been new tools combined with inspiration and action. The “new tools” we’re looking at are Web 2.0 tools. Traditional marketing takes more time and money and is all too familiar to your market. These Web 2.0 tools create much more powerful marketing for you to reach (and impress) your existing customer base and potential customers in a more cost effective manner. Less expensive, more powerful, and easier to manage than traditional marketing, sound good so far? Well then, read on my friend…

One powerful Web 2.0 marketing tool is called “podcasting”.
Podcasts can deliver audio and video to anyone, anytime for little cost. You can target and penetrate your local market by using audio or video in a way that your competitors don’t have a clue about. Podcasts are a great way to offer your customers direct download or streaming content that they are interested in and appreciate. They add a more interactive element and better communication of your company’s brand, beliefs, and offerings. Podcasts give your company a way to deliver compelling content about existing or new products and services that your customers didn’t realize you offered. Best of all, your customers can easily share your podcasts with others. How’s that for good marketing?

“How does podcasting work?”
Barriers to entry are very low for businesses. Basically, if you have a microphone, a computer, a camera, and an Internet connection you can publish audio or video “shows” that can be listened to or viewed by people anywhere in the world. You can also use a service like… GoldfishNetwork.com! These podcast files will be online so your customers can easily play them on their computer or put them on their MP3 players at their convenience and listen when ever they want to. When your customers have that kind of control, they are much more open to your message.

Many companies choose to provide podcasts to the public for free, but podcasts can also be a “Premium content” subscription-based service.

Why is podcasting disruptive to traditional marketing?
The companies who are acting now and using tools such as podcasting are rapidly gaining an advantage over their competitors by drawing new customers and delivering content directly to their customers the way the customer wants it. This translates into a better relationship and bond with your customers resulting in more referrals, more sales, and higher retention of your customer base. Companies that are restricted to the more traditional (and expensive) marketing approaches are facing an increasing disadvantage.

From blogs and RSS feeds to podcasts, Wikis, and social networking, when you get up to speed and use at least a couple of these new tools, you’ll create new customers, serve your existing customers better, and see a payoff in the bottom line.

“Thanks Michael, but what about you and your well-being?”
Thanks for asking. And you know, this blog just wouldn’t be the same without ending with an utterly shameless plug so here you go… I can help you market better and make more money by coaching you and showing you how to implement cool web stuff that creates more business. Is this something that you might be interested in? If so, call or send me an email.

OK, I’m done for now. Next time we’ll take a look at RSS feeds…