Chapter 1

Making Sense of Marketing 2.0

Overview

In this chapter, you will learn:

  • What Marketing 2.0 is
  • Why Marketing 2.0 is important to your business
  • Examples of Marketing 2.0
  • The seven characteristics of Marketing 2.0
  • What Marketing 2.0 isn’t
  • How this book will help you use Marketing 2.0 to grow your business

Consumers are keenly aware of advertising. They TiVo their television programs so they can skip the commercials. They close down pop-up ads online. They ignore billboards, and they rarely use the Yellow Pages. So how are you, a business owner, supposed to get their attention?

The Internet.

Now, let me quantify that statement by saying there is a lot of noise on the Internet. While back in 1996, your website had a huge percentage of ...

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