Ive been reading the PR and Marketing media with interest of late, so many companies, large and small, are taking their next steps online; evolving beyond the barriers of their websites into new frontiers; embracing the new world of Web 2.0.

Limiting online marketing to the traditional website is fast becoming a turn of the century phenomenon. More and more organisations seeking marketing success online are turning to Second Life, You Tube and other forms of social media.

The approach to marketing on the web has become divided into two groups; those that have a website and banner ads, and those that understand and use the web to its full potential.

As a freelance copywriter and marketing consultant, I want my clients to be maximising their potential online and using Web 2.0 to its full potential. I want to be involved and I think everyone in the communication business should be thinking the same.

Big Brands in Second Life

Theres a plethora of excellent examples of big brands using these new media to maximum effect. In Second Life, Cisco are holding international meetings where no one has to leave their desk, indeed the list of big brands involved is extensive and includes the BBC, Mercedes Benz, Calvin Klein, Starwood hotels and IBM. What theyre seeking is a 5 senses brand experience for their visitors, essentially its three dimensional web browsing, where you walk around the web page, engaging with it, rather than simply read it.

But of course, like with any new media phenomenon, the rules of engagement have changed, many brands entering Second Life find their sims?remain mostly empty. The ones that succeed will be the ones that actually learn a little about Second Life as residents first. Theyll be the ones that dont simply build a presence in Second Life, but also give visitors a reason to visit. And the reality is, you have to tell them about it in the real world.

Big Brand Success on You Tube

On You Tube, Diet Coke and Mentos are blowing fountains to the benefit of both brands (check out Experiment 214?on You Tube) and Sony Bravia has used blogging to substantially increase brand recognition across the globe.

Most You Tube based brand successes have started by accident. Someone posts something that is fun to watch, that accidentally includes a big brand, the video spreads, the brand gets publicity.

Its successful because the audience believes its been made for their amusement, not for your publicity. And they believe this because its true.

This is the challenge for those of us in the communications industry, be they freelance copywriters and marketing consultants like me, to admen, media sales executives or pr consultants. Its to get brands posted on You Tube using genuinely entertaining, engaging and sincere approaches.

You Tube offers amazing potential for brand development amongst key audiences. The catch is, that in a world growing in cynicism, if the audience finds out you intended to get your message on there, the message will fall flat: Bang. Youve been found out.

Engaging Future

No one knows whether Second Life or You Tube will continue to break new grounds attracting big brands; whether they will become the marketing platforms of the future is still in doubt. But there is no doubt that the future of marketing is engagement and this is the true benefit of Web 2.0. Organisations with millions of stakeholders can communicate and engage with each on an individual basis, getting involved early; testing which new platform works for you and sticking to a cohesive strategy is essential organisations of all sizes.

Are you using the Web 2.0? This article explores the possibilities and pitfalls on new online media such as You Tube and Second Life, which are currently seen as the forerunners of Web 2.0s opportunities to engage with customers.

Richard Jebb is a Freelance Writer who specialises in writing for business. Copywriting, Internet Marketing, Marketing literature, Public Relations, Award Entry Submissions and Website Content are just some of the business tools he can make work for you. You can contact Richard Jebb by emailing him richard@wordsthat-work.co.uk http://www.wordsthat-work.co.uk.Ways For Kid To Make Money
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