Web 2.0 demystified

Effective Online Marketing in the Web 2.0 World

is a well written paper on the subject. I agree with the author that we run the a certain risk of overhyping the term before the audience has caught up with it. On the other hand it doesn’t really matter as the customer doesn’t have to understand the meaning of the term. The key is understanding what they do daily online and how they use the internet should fuel our action. Whatever term we use to base our activities to respond to customer behaviors and demands is irrelevant.

One more thing this article makes very clear is that today the website has to be considered the core of any organizations activities and not some appendage or add-on device. It’s the most important tool available to become an effective organization bar none.