Does Marketing Really Matter?
I was reading a story about MySpace in Wired, and it got me thinking about whether marketing matters within Web 2.0 given many of the most popular services - MySpace, Google, YouTube, PhotoBucket - were mostly created on the strength of low-cost viral marketing and word of mouth. Instead of expensive advertising campaigns or well-crafted PR initiatives, these companies offered compelling and useful services that resonated with consumers. So what role does marketing play within an environment that prides inside on low development, distribution and marketing costs? You could make a good argument that Web 2.0 companies with interesting and useful services can get away with one marketing person (albeit someone who can wear a variety of hats). Instead of marketing campaigns, Web 2.0 companies should just focus making their services better, meeting the needs of users, and using non-traditional tools (blogs, podcasts, e-mails from the CEO when someone signs up for a beta, etc.) to build a community and create a brand. Of course, these are marketing tools but they’re grassroots as opposed to hiring some slick marketing agency to “build” your brand.
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POSTED IN: General Tech
1 opinion for Does Marketing Really Matter?
Mike McDerment
Jul 6, 2006 at 1:55 am
Oh marketing still matters…but there are always going to be exceptions to the rule, but it will matter more once we get on the other side of this hype.
I’ve noticed this in all the talk about blogs and trial and being TechCrunched. Most people will still to to market to people who will PAY for their service. This is where more traditional marketing plays more of a role. You can see more about my thoughts on that here:
http://www.michaelmcderment.com/article/Your-Sexy-Unsexy-Mix.html
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