Keep up the Compelling Content

Yes, there are some challenges that we face when entering web 2.0 space.

For instance over saturation; it seems that once a platform like 'My Space' or 'Face Book' becomes a popular space to offer content, it then becomes flooded with useless content, eventually being abandoned by marketers and on to the next digital arena.

The battle on the internet is not to provide the most novel campaign solution and medium, but to provide the most compelling content.

Who cares how many iPhone apps exist today? It really doesn't matter as long as your clients' have the best functionality with the best mix of packaging (interface robustness, pretty graphics) and features. The nature of social media is such that your application will be discovered, rated, and passed along without much work on your end.

Instead of searching for the next "virgin" territory in the social media space, create the best content for your clients, distribute over as many mediums as possible, and encourage feedback from the communities.

We must remember the simple rule: add value.

Each and every marketing execution must add value to the user's experience. Users flee platforms when they feel put-upon and taken advantage of. In order to avoid this fate, marketers need to improve user experience, not impede it.

Marketers can do this by underwriting great new content, making cool new features and functionality possible, creating transparent environments in which users engage with issues, each other, and yes, the brand.

The great thing is platforms are always evolving, and marketing tactics with them. So create that differentiating content that people will want, people will use, and they will pass-it-on accelerating your brand.