Web 2.0 countdown
In an interview recently with a champion of Web 2.0/social web technologies and their usefulness to marketers, I asked after a timeline of when this interaction would be considered an essential, intrinsically assumed ingredient to any marketing strategy, just as having a digital strategy has finally became standard (although some would disagree?) after being the baneful, bastard step-child of traditional planners for years. This source felt that every company will be integrating at least some element of Web 2.0/social web interaction within one year; that in one year it will be a 'must-have' rather than a 'maybe-try-it-out-and-see-what-happens-and-stop-it-if-it-gets-too-out-of-control' experiment. What do you think? Do you know enough about Web 2.0 and its possibilities for your own marketing strategy to catapult it into the essentials by 2008?
Comments
My recent research is focused on ways of engaging social media as marketing tools. An article of mine was recently published (see my home page) and another one is under review. In case you are interested I could email it to you. About the source's assumption: I work with a team of Spanish colleagues on a pilot study to identify the degree of integration of Web 2.0 into the business strategy of European (Dutch and Spanish)firms; Will be glad to inform you about the results.
Posted by: E. Constantinides | April 28, 2008 9:02 AM