ASSIGNMENT:

IMPACT OF WEB 2.0 TECHNOLOGIES ON B2B MARKETING

COMPUTER APPLICATION IN MANAGEMENT PROF: RAKESH PANDYA

21. Parekh Vijaykumar22. Patel Ankitkumar23. Patel Ayan24. Patel Hardik25. Patel Harshalbhai

MS UniversityFaculty of Management of Studies, VadodaraEvening MBA Program (Batch 2011-2014)

WORLD BEFORE WEB 2.0

- Web 1.0 – Mid 1990s- First generation websites- HTML Brochure ware- later PDF- Limited Interaction from Users- Few content creators and most of them content consumers- No Google- Websites static, rarely changed- Authotarian one way passive communication

Web 2.0 – How we are involved

• Every one here must be- having a Facebook, Twitter, LinkedIn account- buying goods online- commenting on news or articles online- sharing videos and pictures online- writing blogs- using Google- taking part in online survey… and so on.. • This is all possible due to Web 2.0

Web 2.0

• Term Web 2.0 was used in 1999 by Darcy DiNucci,• It is the term given to describe a Second generation of the

World Wide Web • It refers to cumulative changes in the ways software developers

and end-users use the Web.• Focused on the ability for people to collaborate and share

information online. • Transition from static HTML Web pages to a more dynamic Web

that is more organized and is based on serving Web applications to users.

• Open communication with an emphasis on Web-based communities of users, and more open sharing of information.

Web 2.0

• People who consume media, access the Internet, and use the Web should be active contributors, helping customize media and technology for their own purposes, as well as those of their communities.

• It is a reference to a group of technologies which have become deeply associated with the term: blogs, wikis, podcasts, RSS feeds etc., which facilitate a more socially connected Web where everyone is able to add to and edit the information space.

Web 2.0 – Technology Tools• A number of online tools and platforms are now defining how people share their perspectives, opinions, thoughts and experiences.

• Tools such as weblogs, RSS, video casting, social bookmarking, social networking, podcasts and picture sharing sites are becoming more and more popular.

• One major advantage of Web 2.0 tools is that the majority of them are free.

Web 2.0- Using the ToolsPodcasting If an individual was interested in video games, they might search a

podcast submission Web site (like Podcast.net) and download an audio review of a game to listen to on their computer. A Podcast is syndicated audio, or video produced by traditional media such as radio and television or by individuals passionate about a particular subject.

Blogs They may then decide to comment about this audio review on their

Blogger or Wordpress blog. A blog or Weblog, is a chronological, online diary. Individuals can subscribe to a person's blog, which allows them to read it and to write comments in response to blog posts.

Web 2.0- Using the ToolsRSS If this weblog has an RSS feed in place, subscribers to the blog can choose to be

automatically notified of this new blog post. RSS (or Really Simple Syndication), is a method for delivering regularly changing Web content. Many blogs and Internet publishers syndicate their content as an RSS Feed to allow people to subscribe to it easily.

Social Bookmarking This individual may decide that they would like more people to be able to see and

remark on the blog post. They could do this by submitting the blog post to a social bookmarking site like Delicious. Social bookmarking sites are Web sites that allow shared lists of user-created Internet bookmarks to be displayed and commented on. Social bookmarking sites allow you to organize your bookmarks by allocating a number of 'tags' to them. This makes it easy for other people who may be interested in a particular group to find related bookmarks. For example, if the tag 'games reviews' was added to a bookmark, people searching the bookmark site for 'games reviews' information could easily find it.

Web 2.0- Using the ToolsSocial Networking People who visit the bookmark site for this 'games review' tag are likely to see your bookmark. As more

people find your bookmark and comment on it, you'll find yourself part of a collection of people who have a shared interest in video games - You are now 'social networking' and this is why some social bookmark sites like Digg are also classed as social networking sites.

Videos, Pics, Document SharingSharing of videos, photographs, viral animation movies, application to drag in users, etc is done on various

relevant sites like youtube, slideshare, etc.

E-commerceA whole lot of buying selling happens online through business portals or vendor sites.

Message board/Forumthey can post a comment about any subject, and other students on the same message

board or form can respond to the comments or post comments of their own.

Screencasting/screen captureSharing you desktop with remote user online

Web 2.0 – Technology ToolsThere are a large number of Web 2.0 tools, some of the more popular ones are:

• Blogger• Wordpress• Myspace• Youtube• Metacafe• Delicious• Digg• Furl• Twitter

• Flickr• Wikipedia• Facebook• Skype• Voice Thread • Animote• Glogster• Slide Share• Screen Captcha

Impact of Web 2.0 on B2B Marketing

Web 2.0 and its Impact on B2B Marketing

• Web is fastest emerging medium for Mass Communication competing with traditional medias like TV or print.

• Web users in India will cross 350 million users by 2015• A company website that is a simply an online product brochure is a wasted

opportunity. • Web 2.0 have change the entire web ball game.• It has elevated the role of web in B2B marketing• Opened up a whole new field for B2B marketing going beyond traditional

media• Added fire power to B2B business growth by offering sudden close and

more receptive interactivity with customers.

Web 2.0 and its Impact on B2B Marketing

• Increased the scope of B2B marketing agents to be more innovative, creative and effective marketer

• Enabled companies to stimulate discussion and community around their brand, products and services, and are harvesting invaluable customer insight as a result.

• Enable monitoring and participation in external online communities, where consumers are sharing opinions and experience of the businesses they patronise.

• Device strategies to make customers talk about the brand or product and ignite favorable word of mouth

• Increase customer involvement with products• Ultimately add-on to the bottom line of the business

Web 2.0 and its Impact on B2B Marketing

Free Flow of Information• Customers are now well informed. Word of mouth flows freely. Easy

accessibility to opinion, product information and references available on the internet freely. No more holding back information. Information like prices, product performance, defects, limitations, product comparisons, etc is all out in open and cannot be sensored.

Customer is the King• Marketers have to provide the right information in the right context in a

way that prospects and customers want to consume. Marketing is becoming more customer centric and buyers oriented. Customers cannot be fooled or be kept in dark.

Web 2.0 and its Impact on B2B Marketing

Emergence of Trading Sites• Alibaba, Global Sources, India Mart, Trade India, offering global trading

B2B platforms for companies, wholesalers, and resellers where they can easily buy and sell their wares through online catalogue. Its like have a world wide extended Shopping window. It has increased the reach for businesses multi fold to the farthest possible relevant point

Customer Complaints, Reviews and Feedbacks• B2B Marketing got more structured and target towards customer needs

and requirement. Various tools and features like getting customer reviews, 24x7 online chat center, online feedback, etc., are offered. Marketers can have an easy access to such important information helping them to strategize better accordingly.

Web 2.0 and its Impact on B2B Marketing

New tools for better B2B Marketing Emerged Importance Mobile Apps, Online interactive applications, Web modules,

Flash interactive animation films, etc increased in marketing. It all increased the creative scope to in B2B marketing which was missing earlier. The whole idea is about How to engage the customers more convincingly.

Web promotion Web 2.0 not just enable b2B marketers in providing a better web experience

to customers but also to promote their business online in a cost effective and measurable way. Google Adwords, SEO, promotional flash banners, emails, etc became important tools that added fire power to B2B marketing of companies.

Web 2.0 and its Impact on B2B Marketing

Product ExperienceProduct experience before making the actual buy became feasible. Product

videos, animation application user guides, testimonials, etc. became all relevant and available. Hence, the marketing have became more factual and self –confessing about shortfalls.

Faster buying cycleThe buying is happening faster. Issues are resolved instantly. Instant price

verification and competitors study became possible. Decision making started happening faster. Facts and postulates to support decision making available istantly.

Web is the future of MarketingTransparencyThere is a lot of transparency infused in the marketing and the functioning of

the company. A fair, authentic and matter of fact information is disseminated about the products as the audience have visible power of validating the facts and figures.

Cost effective marketingThe marketing cost have considerably reduced as compared to the result

achieved. No more traditional mediums of promotion with excess of spill overs. More the number of marketing vehicles at considerably lesser cost.

Web is the future of MarketingMarketing – to right people in right place at right timeWeb 2.0 gave flexibility to marketers to device messages specifically targeting

to the customers with corresponding setup. E.g. markers can catch up their customers active on social sites and push their promotional messages in a natural pattern.

WEB 2.0 – Application CasesProcter & GambleRetail manufacturer's Being Girl website built a community around a brand that wasotherwise tricky to market

Coca ColaThe drinks maker's exhaustive use of Web 2.0 keeps its brand in front of young eyesThe company’s own historian and archivist makes daily posts on the Coca-ColaConversations blog, mycoke.com, a Facebook application to promote the brand’senergy drink Burn, called Burn Alter-Ego.

DeLLIdeaStorm, a website where customers can submit ideas for new products orimprovements to existing services.

Web 2.0 websites include the following features and techniques,

Search - Finding information through keyword search.

Links - Connects information together into a meaningful information ecosystem using the model of the Web, and provides low-barrier social tools.

Authoring - The ability to create and update content leads to the collaborative work of many rather than just a few web authors. In wikis, users may extend, undo and redo each other's work. In blogs, posts and the comments of individuals build up over time.

Tags - Categorization of content by users adding "tags"—short, usually one-word descriptions—to facilitate searching, without dependence on pre-made categories. Collections of tags created by many users within a single system may be referred to as "folksonomies" (i.e., folk taxonomies).

Extensions - Software that makes the Web an application platform as well as a document server. These include software like Adobe Reader, Adobe Flash player, Microsoft Silverlight, ActiveX, Oracle Java, QuickTime, Windows Media, etc.

Signals - The use of syndication technology such as RSS to notify users of content changes.

B2B Portal Example tradekeyindia.com - Live Chat, Product Listing

B2B Portal Example – Customer Complaints

B2B Portal Example cnet.com– Product Reviews

B2B Portal Example ingram micro – social media involvement

B2B Portal Example b2bbloggers.com – blogging and RSS feeds

B2B Portal Example – Company Catalogue

B2B Portal Example – Generic Search, SEO and Adwords

B2B Portal Example – Nokia Discussion Forum

References

• www.web2summit.com• en.wikipedia.org/wiki/Web_2.0• oreilly.com/web2• www.pewinternet.org/topics/Web-20.aspx

Thank You