The event could go unnoticed for the softie

The event could go unnoticed for the softie. It does not mark an important turning point and prefigures what reserve 2007. Announcing December 28 his project of a search engine enriched by the contributions of users named "wikiasari", Jimmy Wales, the founder of the encyclopedia online Wikipedia, dedicated community approach as an unavoidable evolution of society, the famous Web 2.0 revolution. If Fabrice Berger Duquene, Redcats Group Web Development Manager and Director of the sites Shopoon and Rushcollection, said that "the logic of new Web is more an effect of mode come to design sites and maintained media that real change", he admits that this "mix of technologies allows a fluidity and a new ergonomics of the sites. "Result: the issue of the relationship with the user is found in the centre of all the issues and especially the opportunity to create content.

This phenomenon of interactivity brings new requirements client-side and questioned traditional marketing organizations by imposing on them a work of innovation, primarily in the services. "Is of a society to use a practice and sharing society", notes Dominique Wiezmann, leader of the cabinet of prospective Dezineo. Now, many consumers have more confidence in the Web community to the speeches of the marks. "Even if interactivity has scared, they no longer have the choice", said Yseulis Costes, leader of 1,000 thanks, specializing in interactive marketing.

Central point of this relationship: look at what that wants client and invite him to speak, short "empower marketing to the consumer", summarizes. Fabrice Berger Duquene, 2.0 is more a way of being in relationship with the user as a technology: "Before, is pushing promotions in the hope that it purchases." Today, it seeks to offer the best offers based on its profile and hoping that this agreed. "We are more in a making available and in taking into account actual desires of individuals." What Nicolas Chomette, Director General of the Agency Council B & G, defined as the emergence of a new militant and community marketing: "it is now less seek to apply to a population that exclude another." Less to try to seduce attractive to meet real needs packaging. Less of the portfolio that the sense of belonging.

Result: information is the sinews of war. If, for example, a number of women have not found on Rushcollection a skimpy, the site is going to offer within a period of six to eight weeks. An organization in the Zara and H & M with an additional competitive advantage: the e-commerce site really knows what looks at the client. Where the interest for a group as Redcats having compare search engine of offers MyThings allowing him to understand and analyze by categories of products and universe quests of consumers. Thus, decorative adhesives that the Group decided to manufacture and to sale on its e-commerce sites. The fact that most of the sites develop content and editorial elements also allows them to engage in debate with their clients. It is the objective pursued by many blogs of mark. "We are the focus group in real time." "Suddenly, you understand why this or that product doesn't work, the problem of cutting of a model or simply that individuals appreciate", says the Director of Redcats Web development. It fun to play trend firms by vote the clients for the color of the year. Where the women's press calls for red, users lip chocolate. Under these conditions, we understand why Web 2.0 has been described as revolutionary: by giving the floor massive, it upset some balances, including the media.

The footsteps to 2006 with the advent of Daily Motion and YouTube, the year 2007 will see develop quite sophisticated community systems, of which marks may hardly be absent. For evidence, a report of the International Union of telecommunications stressed that digital communication related to the Internet or mobile phone has become the first way to manage the free time of less than 55 years, ahead of all other media. "As the new sites become the important crossroads of hearing, brands seek to enter." But this proliferation of media and their rate of development make difficult their approach. "As the multitude of operators for the marketers complicates them and leads, either waive, or funnel is indiscriminate," notes Philippe Delière, Director General of the Agency Wunderman. He studied closely in what Web 2.0 redraws marks communication models. Its verdict: the consumer has become a potentially uncontrollable media. "The Web site is no longer a destination but a platform of services."

Brands are beginning to communicate through words sponsored in the content of books or articles, the link is not displaying in the margins of the page but the passage of the mouse on a key word. "This system can quite apply to a product by giving the link where the order directly," imagine Philippe Delière. But Rachel Picard, Deputy Director of voyages-sncf, "to go gradually with logic"test and learn"and measure the relevance of its advanced each time". A challenge for businesses rather accustomed to five-year plans! The 2007 issue is clear: let the consumer to capture brand to better assist him.