24/02/06: Brands Bookmark Buzz?
Tagging might conjure up memories of playground games but if social book-marking sites such as http://del.icio.us become as popular in the UK as they are in the US right now then it will mean a brand new way to influence and measure digital brand equity.
Del.icio.us is an online bookmark manager. You know those bookmarks you tag in your web browser, never look at again but somehow are loath to delete because they represent your personal journey, over several years, through cyberspace? Well del.icio.us allows you to create similar bookmarks online - but its real power is in aggregating the bookmarks of the entire de.li.cous community. It allows you to follow information threads created by individuals you've never met, whom have bookmarked or 'tagged' similar web pages to those that attracted you in the past. This creates a 'social network' of tags and allows you share with, publish and connect with the del.icio.us community. Over time you establish virtual relationships with sub-communities who are like minded and strive for the same things as you.
What does it mean for brands? Two things; Firstly, in the same way that a few brave marketers have established blogs we expect to see brands employing tagging as a means of establishing relationships with consumers whose problem might be fixed by their product or service. Secondly, tagging sites like de.li.cous represent a real-time barometer of buzz on the Web. If a product or service launch is making waves then the volume of tags related to web pages that discuss the brand will increase exponentially.
Tagging in the mobile space (which is embryonic as are many of the Web concepts currently migrating over to mobile) will be made more compelling by the mobile dimension. Consumers will tag geographical locations, pictures and video and communities will be drawn together based on physical & digital shared mobile experiences.
Social Networking as a digital phenomena has been recognised, studied and commercialised for a number of years now but I believe it is the turn of brands next to exploit these called 'network effects' online. Those that do will be using state-of-the-art digital marketing techniques and will command a lead over their rivals.
Del.icio.us is an online bookmark manager. You know those bookmarks you tag in your web browser, never look at again but somehow are loath to delete because they represent your personal journey, over several years, through cyberspace? Well del.icio.us allows you to create similar bookmarks online - but its real power is in aggregating the bookmarks of the entire de.li.cous community. It allows you to follow information threads created by individuals you've never met, whom have bookmarked or 'tagged' similar web pages to those that attracted you in the past. This creates a 'social network' of tags and allows you share with, publish and connect with the del.icio.us community. Over time you establish virtual relationships with sub-communities who are like minded and strive for the same things as you.
What does it mean for brands? Two things; Firstly, in the same way that a few brave marketers have established blogs we expect to see brands employing tagging as a means of establishing relationships with consumers whose problem might be fixed by their product or service. Secondly, tagging sites like de.li.cous represent a real-time barometer of buzz on the Web. If a product or service launch is making waves then the volume of tags related to web pages that discuss the brand will increase exponentially.
Tagging in the mobile space (which is embryonic as are many of the Web concepts currently migrating over to mobile) will be made more compelling by the mobile dimension. Consumers will tag geographical locations, pictures and video and communities will be drawn together based on physical & digital shared mobile experiences.
Social Networking as a digital phenomena has been recognised, studied and commercialised for a number of years now but I believe it is the turn of brands next to exploit these called 'network effects' online. Those that do will be using state-of-the-art digital marketing techniques and will command a lead over their rivals.
