The first month of the year is already behind us. Another 11 to go till 2011. What are the tendencies that e-marketers are expecting for 2010? They have started talking about “Web 3.0” and Augmented Reality, however Lebanon is still miles behind when it comes to “Web 2.0”. The low broadband capacity and penetration is one culprit. The other is perhaps ignorance; and ignorance breeds fear. On the one hand, ‘private’ internet users are very much present and active on social media networks (400,000 on Facebook), blogs, microcasting sites (i.e. youtube, dailymotion etc.). On the other, ‘professional’ users, or rather companies, still shy away from the big bad online and stay in their offline comfort zone.
Having a website, an email campaign or a static banner on the internet does not mean that one is communicating online. That still is very much "Web 1.0" mentality. It is time to take that big step to the virtual world, without alienating the real one. A well thought out, balanced communication plan which encompasses both worlds is probably the key to success. Offline professionals are not always online experts. There are particular elements and parameters that apply in the virtual sphere; i.e. SEO, organic seeding, rich media, social media, interactivity. If these are well put to practice with the help of ‘online gurus’, the result can be as rewarding, or more, than a regular through-the-line campaign alone.
For instance, a website should be more than a business card on the web: it has to breathe, grow, interact, tell stories, invite people, include them in a community… It has to recommend ideas, ask for feedback, get users involved. Adding a blog and a video can work wonders. Creating a "web within the web" by linking the website to a facebook fan page, a youtube video channel, a special contest site are just some basic ideas that need to be developed into full online communication tools. All of this actually enhances “free” search engine optimization, thus exposure. And if one really wants to take it a step further, it can even broadcast a company web TV channel like Renault, Accenture or Cadbury do. Based on a company’s size, field, vision and target group, an online communication plan can easily be tailor-made. It is important to keep in mind that the name of the 'game' is to grab users attention, for attention has become the “Web 2.0” currency.
Do not underestimate the entertainment factor. Internet users are looking for content on the net to entertain them, i.e. online videos. Unlike TVCs, online videos are not intrusive and will not prompt the person who is watching them to go grab something from the kitchen during a commercial break. Furthermore, they are much more cost effective to produce and distribute than a traditional tvc. And, if the online video manages to touch the emotional, comical, wild or spectacular side of the person watching it, bingo! There are chances he/she will share it with online friends and the video will be on its way to becoming viral. Thus, watching an online commercial is not a passive but an active act. Attention turns into action. The internet user becomes a brand advocate. Word of mouse takes over.
Yes, online measuring tools are not optimal yet. Yes, the internet is still pretty much the Wild West and one has to let go of some control. But it is the way ahead. And if one wants to be ahead - of the competition that is, it will need to start thinking, if not “3.0”, then at least “2.0”!
Here is an example of how Lebanon can be “2.0”: http://www.iloubnan.info/. Follow the link to iloubnan.info’s video… and if you like it, share it.
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