Web 2.0: Flavor-of-the-Month, or Bleeding Edge?

The economic viability of the Web 2.0 movement is still in question, and a new study suggests marketers have very low awareness of its meaning and tactics.

ClickZ News reported on a survey of 400 marketing professionals in early November. Only 21.5% were familiar with the Web 2.0 term and 7 percent are currently using Web 2.0 tools. Blogs, social networking and podcasting were the most common tactics cited by participants, but most are either unfunded or given small budget allocations.

Is this another sign that Web 2.0 is merely a flavor-of-the month, or an indicator that we’re simply at the bleeding edge of its potential? It depends on your perspective, of course, and your interpretation of what Web 2.0 means.

If viewed strictly in tactical terms, Web 2.0 can easily be considered a passing fad; the current wave of applications and tools will undoubtedly evolve or be replaced. As the story points out, however, the core tenets of Web 2.0 – active participation, transparency, collaboration and conversations, among others – are clearly gaining strength. And that’s what should capture marketers’ attention, regardless of whether the Web 2.0 term sticks or fades.