Companies Strategize With Web 2.0 Tools

By September 17, 2009

Image via Wikipedia Companies have been benefiting worldwide from specific Web 2.0 technologies. But some tech is more effective that others, of course, and more or less so for internal purposes, customer-related purposes, and working with external partners and suppliers. Today's eMarketer figures on the topic come from the September 2nd "Global Survey" from McKinsey Quarterly. Top performers across categories are video-sharing, blogs, RSS and social networking. Video-sharing benefited company purposes between 48 and 50 percent of the time. Blogs benefited between 47 and 51 percent of companies, RSS from 42 and 45 percent, and social networking from 42 to 49 percent.

Less powerful tech was P2P, tags, ratings, podcasts and wikis, helping between twenty and forty percent of respondents respectively. Least effective were microblogging (18-22 percent, sorry Twitter), mash-ups (14-16 percent), and prediction markets (9-12 percent).

Tempting as new marketing strategies are to adopt and employ, the study highlights the importance of evaluating the performance of each of these. According to eMarketer, measurable return-on-investment is more important than buzz-generators in this economic climate.

Mediating marketing effectiveness is dependent on adoption rate, and companies cannot control whether their customers will use these technologies. 74 percent of firms are prioritizing the integration of these tools with other forms of customer interaction, 52 percent place priority on marketing the strategies themselves.

With the economic downturn, marketers are decreasing media spending budgets, shifting to digital strategies in general. Due to economic circumstances, according to a US Marketers survey from Round2, have influenced 37 percent of marketers to look for new media opportunities. The biggest spending increase was for email marketing, the biggest decrease for print.

Between decreased budgets and the importance of tech ROI, these new strategies will be the source of marketer's gambling headaches for a few years.

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