Thursday, May 8, 2008

Withstanding A Groundswell Of Complexity

OPEN Forum Blog from American Express raised the question back in March of this year, "When Did Online Marketing Become So Complex?" Annotated

The online marketing landscape has become so complex that cutting through the “noise” is now one of the biggest problems small businesses face. Sorting out WHERE and HOW to spend our limited time and resources is increasingly the challenge.

Probably when we became able to do niche targeted marketing from Bangalore, India to people in Bangor, Maine. A CNN report last November by Marsha Walton tells us that there are over 100 million websites out there. According to BBC News in December of last year, "A decade on and blog-watching firm Technorati reports it is tracking more than 70 million web logs."

More than the aggregate numbers, it is how we are all connected, one-to-one, one-to-many, many-to-one or many-to-many. This is one area in which my views have changed dramatically. I started off cynical, but the last six months or so have demonstrated the reach of the web. The concept of crowdsourcing is one that to my mind has little meaning outside of the web.

Now the good news is that source of complexity, the web itself, is also the source of understanding that complexity. Here is one recently discovered example. Groundswell Annotated diigo tags: psychology, marketing

Forrester's Social Technographics® classifies consumers into six overlapping levels of participation (see a presentation, 8 slides). Based on our survey data we can see how participation varies among different groups of consumers, globally.

I know that this is too quick and easy an answer to the question that was raised above and I will come back to it, but the tools for working the web are within the web itself.

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