How Web 2.0 Technologies Took Over the 2000s

6a00d8346082fd69e200e5549177268834-800wiAnother year is quickly coming to a close.

But it’s not just any year to which we’re saying so long. It’s the last year in a tumultuous decade that defined (and in some cases) redefined how we’ll do business into the foreseeable future.

eMarketer released a study recently, based on the results of McKinsey Quarterly’s “Global Survey,” on measuring the business effects of Web 2.0. What they found just about sums up the past 10 years of technological advances in business best practices, considering that much of what’s on this list didn’t exist when the ball dropped on the very last second of 1999 – several technologies were a boon for relationships among employees as well as with customers and external partners.

Take a look at the results after the jump.


With all the talk of social media marketing – particularly Facebook, Twitter (and MySpace, in its heyday) – it may come as a surprise that blogs appear as the most useful tool to build customer relationships, bringing in measurable results to 51% of the companies that responded worldwide. Video-sharing and social networking followed a close second, however, at 48% each, while RSS feeds helped 45% of companies reach out.

Less useful were wikis, podcasts, ratings and tags (another surprise – since so much emphasis was put on tags a couple years ago), but they weren’t a complete waste. One-quarter to one-third of responding companies said that they these tools were effective. (Personally, we feel like we belong in this category, too. At least one of our clients has benefited from the integration of downloadable podcasts into e-mail marketing, and we’ve seen just how well tags can work within our own blog.)

The survey goes on to detail how telecom and high-tech companies saw more Web 2.0 customer-related benefits (at 65%), compared to business/legal/professional firms, which reported a 60% effectiveness rate.

eMarketer is quick to point out, too, that among the companies that responded, 74% deemed it crucial to integrate Web 2.0 tools into other forms of customer interaction (adding social networking badges to e-mails and Web sites, among many others best practices), while 52% said that marketing the Web 2.0 initiatives themselves was a best practice.

We want to know what you think. Do you agree with the results of this survey? If so, among the Web 2.0 tools listed in the survey, which has helped your business the most? Let us know by leaving a comment.


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