Chapter 12 Marketing Info Management

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Chapter 12 Marketing Information Management
12.1 The Social Web
- The Internet isn’t fixed, it is constantly shifting, evolving and adapting to everything we throw at it
- Observers state were unknowingly in the middle of another fundamental internet shift
- Millions of people are publishing their thoughts on blogs, people contributing to Wikipedia, and people are
connecting through social media
- In the past we’ve used the Internet to find information now we are allowed and often do participate in the
information (moved from one way (downloading) to 2 way (downloading & uploading info)
- Internet has evolved from just way to communicate asynchronously (not in real time) to letting us participate in
communities in an open dialogue
- The current internet also changes the nature of community. In the past we used it as a broadcast when we
needed to get message out to number of people but now we can communicate to individual heterogeneous
- For some this new web 2.0 has been victim of excessive hype b/c businesses use web 2.0 as a marketing
buzzword in an attempt to turn a quick profit on the next best thing or web developers use web 2.0 to attract more
attention to their latest applications
- Web 2.0 isn’t really something new, it's the fulfillment of the original ideals of he internet
12.2 Production & Distribution
- New era of information production is made possible because of (1) access to technology (2) access to info & (3)
access to modes of distribution
- In the developed world we have the tools we need to participate in info and cultural production, and those tools
are almost universally distributed within society
- The flexibility of the internets architecture, organizational models and social dynamics provide a platform for
modular production and widespread distribution
No SINGLE way of producing knowledge in the info age
- The motivation behind why people create knowledge is to be compensated…. This isn’t always case in info age
May be to improve social standing, receive recognition, participate in public discourse
12.3 The Web as Platform
- As internet becomes more grained in our culture, we spend an increasing amount of hours online doing a
variety of things from researching and reading to playing online games and editing documents
A platform we may attempt anything
1. Web provides a platform on which users can contribute content (editing in Wikipedia, writing code for open
source software, keeping a blog etc.)
2. A platform in which users can comment (leave feedback about books, movies etc.)
3. A platform for organization. (Bookmarking webpages, tagging image, categorizing a podcast etc.)
Shifts in the Organization
The philosophy of data: Powerful databases form the foundation of nearly every successful online service. In
web 2.0 environment, owning unique data isn’t enough; organizations must add value to their data to maintain
competitive advantage
The Philosophy of continual improvement: In the past, developers could expect to perfect the product while it
was in beta phase and then release full version when bugs were out. Now, companies need to adopt the
philosophy of perpetual beta. In this mode products are never finished… they will face continual evolution
The Philosophy of Cooperation: In web 2.0 world there is an acknowledgement that sharing is better than
hoarding. Users and external experts can add value to your products if you cooperate w/ them.
The Philosophy of Diversity: In past companies would be excuses for mainly producing mainstream content
b/c it attracted the most people...but now niches and diverse content are proving more profitable.
12.4. Wisdom of the crowd
- When we treat the WWW as a platform everyone can participate which means the burden for info production,
distribution and consumption becomes lighter for everyone
Working collectively = improve performance of the system and enrich the info universe
- By aggregating your behaviour with online habits of thousands of other people, we can begin to identify
meaningful patterns
- Participation is the default setting for the web 2.0 environment
12.5 Information Personalization
- Critics claim that web 2.0 leaves us vulnerable to the tyranny of the majority… as the voices of thousands of
amateurs drown out the voices of experts, we effectively lose our way
- On the internet people are empowered to produce their own media putting tools once preserved for the experts
into hands of amateurs (professional tools don't = professional work)
- Removing authority from the information production equation sounds commendable… but really destabilizes
the entire process