Businesses need to communicate with their audiences if they are to make the best out of the Web 2.0 world of online marketing, a new report has claimed.
The study by Futurescape focuses on the video streaming phenomenon that has taken hold of the net over the last 12 months and looks at the best ways for internet marketers to have maximum impact on their desired audiences.
Simply loading up one's marketing bumf that is used for other campaigns such as television or paper campaigns is not enough, it states.
Colin Donald, Futurescape's director, told Netimperative: "For an advertiser or agency just to upload their latest television commercial to YouTube and do no more is to risk it being ignored.
"Marketers, brands and agencies have a wealth of experience in producing entertaining and engaging video.
"What they now have to do is make the leap from broadcasting commercials to entering into a conversation, from the controlled world of television ads to YouTube anarchy."
One way in which firms have made use of two-way marketing campaigns on the net is through business blogging and linking their websites to quality content.
