How to Innovate in Marketing (Collection), 2/e

Part I. Social Media, Digital Media, and Personal Communication Tactics

Web 1.0 offered consumers the ability to access information and opened the door to ecommerce as users embraced the convenience and depth of products and services offered on the Internet. Consumers learned to trust making transactions online and for many people, this became their preferred way to browse, compare, and purchase products and services.

Web 2.0 evolved into a much more robust and interactive experience. The Internet facilitates a very effective and efficient way to communicate with customers, prospects, employees, channel partners, investors, and a variety of other stakeholders. For marketers, the Internet became an inbound and outbound sales channel, as well ...