Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy
Section snippets
Our constantly changing world
Remember the heady days of Web 1.0? In one technological tsunami, consumers worldwide were able to interact with firms and each other on the multimedia platform that became known as the World Wide Web. The great majority of early company websites were little more than what came to be termed ‘brochureware,’ as organizations rushed to have an Internet presence by converting their corporate brochures to simple websites. Yet, this online presentation evolved rapidly to online coordination and
Web 2.0, social media, and creative consumers
The terms Web 2.0, social media, and creative consumers are often used imprecisely and interchangeably—largely because they are closely related and are, indeed, interdependent. However, they are conceptually discrete, and marketing managers need to understand the nuances of each to better serve the worldwide marketplace. One way of thinking about the differences between Web 2.0, social media, and creative consumers is illustrated in Figure 1, which uses two delineating dimensions of focus.
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Power and value in the new dispensation
The new global marketing environment is littered with success and disaster stories for many well-known brands. However, all tend to have one thing in common: the shift in power away from the firm toward individuals and communities. A recent example is the case of Dave Carroll and ‘United Breaks Guitars.’ After a United Airlines flight to Chicago, Carroll found that baggage handlers had broken his guitar. After spending a year trying to have his claim for damages honored and finally refused,
A guide for the perplexed: Five axioms for using social media and creative consumers in international marketing strategy
To help international marketing strategists make effective use of social media and constructively engage creative consumers, we propose five axioms marketers should keep in mind. These axioms relate to how social media and creative consumers arise, how the information that is distributed over social media has both local and general components, and how the technological infrastructure that enables social media is historically contingent. The axioms, summarized in Figure 2, include the following:
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Technology, creativity, and power
The theme of this special issue is strategic marketing in a changing world, and in this article, we have taken the term ‘world’ in two senses. First, we use it in the sense of the world of marketing and second in the sense of marketing in the world (i.e., international marketing). Thus, we explore some of the primary drivers of change in the world of marketing and how these impact international marketing strategy. Moreover, we show that rather than marketing being reactive to a changing world,
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