This is the eighteenth in our series of key takeaways from some of the presentations and panel discussions offered at the Social Commerce Summit in May 2008.

Here, Brant Barton, Co-founder and VP of Business Development at Bazaarvoice, discusses how advertising has evolved.

Several characteristic differentiate Advertising 2.0 from advertising in the past. Unlike traditional methods, Advertising 2.0 is:

  • Participative
  • Scalable
  • Extensive
  • Viral
  • Findable
  • Authentic
  • Based upon word-of-mouth
  • Inexpensive

Revisit your 2.0 plans often. Have you optimized in every area?

1. Increase Calls-to-action

A widget could help here. Foster your viral strength through appropriately leveraging social networking sites. Engage your customers in scalable ways — for example, Home Depot’s “Answer depot.”

2. Strengthen Partnerships

Take diplomatic relationships to the next level with intergraded solutions — for example, Bazaarvoice’s Radius program. These relationships can help you better help your costumers contribute.

3. Re-fuel Often

Establish an integrated, multi-channel system. Don’t just bolt it on in certain places — fuel it. Finds new ways to improve communications, and target all ads, including banners.

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