Web 2.0 Unfamiliar to 79% Marketers; 70% of Savvy Marketers Find Success

Web 2.0 ?

More than three-quarters (79%) of marketers polled were unfamiliar with the phrase Web 2.0, according to a survey conducted by Zoomerang, a division of MarketTools. Some good news... more than 70% of those marketers utilizing Web 2.0 tools and techniques have found them to be successful. 

Of those marketers familiar with Web 2.0, a third (33%) are actually using Web 2.0 resources, with blogging, podcasting and social networking being the three most popular applications now in use.

When asked why they were developing Web 2.0 strategies:

  • Two-thirds of respondents said it was for either brand building or the desire to tap into the know-how and innovation of their target audiences. 
  • A handful said they were responding to "pressure from my boss" or to "be a first mover." 

Web 2.0 generally refers to second-generation Web sites that leverage the Web as a platform of services where users not only control their own data, but add to the overall value of the Web by contributing content and capabilities. Examples of Web 2.0 include social networking sites, video and photo-sharing sites, and similar sites based on shared content and user collaboration.

The Zoomerang Web 2.0 Survey revealed some amusing and colorful answers from the marketers when asked what Web 2.0 means, among them:

  • "Companies that survived the dot com crash and are now thriving"
  • "Internet on a cell phone"
  • "Big brother is watching"
  • "Web 2.0 is like a second-generation of Internet based services like networking sites for social purposes that let people get together and share information"
  • "Democratization of the Internet"

Some Blog Posts on This Survey:

Methodology: The Zoomerang Web 2.0 Survey was conducted online between October 30, 2006 and November 10, 2006 among 400 marketing professionals. A third of those surveyed work for companies with annual revenues of more than $50 million.

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