Effective Marketing Business Plan

In the Web Marketing when you start talking about products and marketing library services, the four Ps of marketing come to mind: product, price, promotion and placement. Traditional marketing plans to identify the characteristics of the product or service that meets the desires and needs of consumers and fair price, method of promotion and distribution of merchandising o.

Many librarians focus your marketing energy and time around promotional activities, including advertising, special events, advertising and brand awareness. But in today's world, marketing managers must have Web marketing 2.0 strategies and techniques as part of their marketing plans for the library.

Traditional marketing is a controlled process where messages are developed, created and delivered by a public relations person. With Web 2.0, this model of the pyramid of influence is being spent on communication line through peer-to-peer.

Each employee is a spokesperson of confidence about the library in the eyes of the customer. In fact, the information of the partners is of great trust. Edelman Trust Barometer study found that for the first time in the U.S., trust in "a person like me" increased from 20 percent in 2003 to 68 percent today. 1 Studies by Forrester, Intelliseek and compete also show similar trends, with more than 50 percent of consumers turn to their peers and the information you are creating online to form their opinions.

Web marketing 2.0 technologies are a disruptive force that is changing the way messages about products and brands are delivered and received. The rise of social media powered by Web 2.0 is a dramatic change for marketing as well as the printing press was for communications. Wikipedia defines social media as "the online tools and platforms that people use to share opinions, ideas, experiences and perspectives with each other."

In the Web 1.0 world, we saw internet marketing as well as other marketing channels. We could design a marketing plan, the goal of our audience, and choosing the appropriate vehicle for our message: spots print ads, radio and television, banners, posters, newsletters, direct mail. Internet banner ads, text ads, and online press kits are additional channels.

With Web marketing 2.0, we have to consider not only new ways to reach our audience online, but the new nature of the social Web. Many librarians have begun Weblogs and others are flirting with social media tools like wikis, podcasts, videocasting, photo sharing sites, social bookmarking, etc.. Some librarians are creating profiles on MySpace and Facebook, and are emerging in virtual worlds like Second Life.