Monday, April 10, 2006

Marketing in a Web 2.0 World

I am in Scottsdale at the 7th annual eContent Conference. I'm here mainly because of my conviction that content is driving marketing and we all must get better at creating and distributing content in all sorts of media if we are to be successful in the emerging world. Tim O'Reilly just finished a talk on Web.2.0. Why should we listen to him? Simple. He gets it. In fact, he was the person who coined the phrase "open source" and most recently coined the term "Web 2.0."

A big concept he spoke about is what he calls "assymetric competition."

This is when your world seems to be marching in the right direction and a new competitor comes out of left field with a completely different business model and overnight takes your business into obscurity. Think what Microsoft did to the encyclopedia business. Think how Craig's List destroyed the classified advertising business upon which most daily newspapers had feasted for years. When you have been effectively destroyed by an Internet-based business that makes money by giving stuff away free, that's when you really know what Web 2.0 means!

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