Web 2.0下的新4P‘s

在Wikipedia搜索marketing，看到一个Four New P’s的解释。

* Personalization: It is here referred customization of products and services through the use of the Internet. Early examples include Dell on-line and Amazon.com, but this concept is further extended with emerging social media and advanced algorithms. Emerging technologies will continue to push this idea forward.

* Participation: This is to allow customer to participate in what the brand should stand for; what should be the product directions and even which ads to run. This concept is laying the foundation for disruptive change through democratization of information.

* Peer-to-Peer: This refers to customer networks and communities where advocacy happens. The historical problem with marketing is that it is “interruptive” in nature, trying to impose a brand on the customer. This is most apparent in TV advertising. These “passive customer bases” will ultimately be replaced by the “active customer communities”. Brand engagement happens within those conversations. P2P is now being referred as Social Computing and is likely to be the most disruptive force in the future of marketing.

* Predictive modeling: This refers to algorithms that are being successfully applied in marketing problems (both a regression as well as a classification problem).

关于其中的participation，是web 2.0情景下，marketing最有可能突破的一方面，即如何通过让消费者参与，共同创造价值。关于此，Parahald的co-creation、Engagement Marketing、Participation Marketing、Transparent Marketing都有很好的解释。

让消费者参与进来，从目前发生的案例中来看，消费者一般在marketing communication阶段出现，而在product concept阶段很少参与进来。结合web 2.0技术和工具，消费者能够成为brand message的载体，进而帮助brand更好的传播key message。这也就是现在所谓的web marketing往往是为了口碑而口碑，为了传播而传播，忽略了brand proposition，忽略了key message，忽略了long-term brand imagery。