There can be little doubt about the profound impact that the Internet has had on all aspects of business since the publication of the 1997 paper. Indeed, it is now widely accepted that we have entered a new and even more revolutionary phase in the development of the Net as a global marketing and communications platform; a phase characterised by information ‘pull’ rather than ‘push’, user-generated content, openness, sharing, collaboration, interaction, communities, and social networking. New generation Web-based communities and hosted applications, such as social-networking and social-content websites, blogs, wikis, podcasts and vodcasts, virtual realities, mash ups, RSS feeds, and mobile applications are beginning to have a major impact on customer behaviour across a diverse range of industries, both B2C and B2B. There is growing cynicism and resistance to supplier-led brand messages, with the collective knowledge and feedback of the network beginning to have a more important impact on purchasing decisions.
EDITORIAL – New developments in online marketing
VESCOVI, Tiziano
2010-01-01
Abstract
There can be little doubt about the profound impact that the Internet has had on all aspects of business since the publication of the 1997 paper. Indeed, it is now widely accepted that we have entered a new and even more revolutionary phase in the development of the Net as a global marketing and communications platform; a phase characterised by information ‘pull’ rather than ‘push’, user-generated content, openness, sharing, collaboration, interaction, communities, and social networking. New generation Web-based communities and hosted applications, such as social-networking and social-content websites, blogs, wikis, podcasts and vodcasts, virtual realities, mash ups, RSS feeds, and mobile applications are beginning to have a major impact on customer behaviour across a diverse range of industries, both B2C and B2B. There is growing cynicism and resistance to supplier-led brand messages, with the collective knowledge and feedback of the network beginning to have a more important impact on purchasing decisions.File | Dimensione | Formato | |
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