Web 2.0 often coined Digital Marketing is changing the online conversation. In the past, companies created static “web brochures” and used one-sided, high-frequency push marketing to draw customers to their Web sites. Today, digital marketing has created a two-way conversation that drives revenue and engages the customer. The question many companies face is how to harness the power of digital marketing. I found this article in McKinsey Quarterly very insightful.
[McKinsey Quarterly, February 2009]
Technologies known collectively as Web 2.0 have spread widely among consumers over the past five years. Social-networking Web sites, such as Facebook and MySpace, now attract more than 100 million visitors a month. As the popularity of Web 2.0 has grown, companies have noted the intense consumer engagement and creativity surrounding these technologies. Many organizations, keen to harness Web 2.0 internally, are experimenting with the tools or deploying them on a trial basis.