Advertising Industry
Industry: Email Alert RSS FeedForget message boards. Wikis are where it's at; T-Mobile, eBay, others embrace tool as a way to connect with consumers.(Digital)
Advertising Age, February, 2007 by Klaassen, Abbey
Byline: ABBEY KLAASSEN
aklaassen@crain.com
Marketers have added another item to the multichannel checklist: wikis.
A wiki, popularized by the community-created encyclopedia site Wikipedia, is an easy way for a group of users to collaboratively author content. According to Wikipedia, a wiki lets visitors "easily add, remove, and otherwise edit and change available content.'' That kind of user collaboration is sparking the interest of marketers who are increasingly trying to get customers more involved and engaged with the products.
The wiki is in its early days as an external marketing tool, but the term has certainly penetrated the public consciousness. Wikipedia attracted about 165 million unique visitors in December, according to...
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