The principals of 2.0 heads see the current context of marketing in terms of many interconnected systems in which content is created and ignored or noticed – by potential customers, by search engines and competitors.

The following diagram is what we call an EcoSystem as the data the flows along the arrows acts as fuel for new activities of content creation, campaigns and measurement taken with a bias that data supports good decision-making.

Below, at the top right, social messaging, reviews and listing are shared, liked, rated, re-tweeted and exist as your firm’s online “reputation”. This activity can be measured and some of the interest can be directed to landing pages in an effort to influence conversion behavior.


At the same time…