Marketing And The Rise Of Web 2.0: Expanding Opportunity, Increasing Challenge

Rosen, Peter A.; Phillips, Mark H.
September 2011
Review of Business Information Systems;3rd Quarter 2011, Vol. 15 Issue 3, p35
Academic Journal
As the Internet has become an increasingly central element of daily life, marketers have scrambled to adapt their methods to this new medium. While early online marketing efforts consisted primarily of repackaged print materials, the rise of Web 2.0 sites with their increasingly interactive experiences has forced marketers to broaden their offerings in order to remain relevant. This analysis considers the broad dimensions of the new online marketing landscape. It assesses the major Web 2.0 sites and evaluates their current scope and reach, concluding that firms utilizing Web 2.0 tools for marketing purposes must insure consistency across their various sites, invest adequate resources to provide prompt service, and recognize that customer expectations for such service will continue to rise for the foreseeable future.


Related Articles

  • Is Social Networking for You? MOLISANI, JACK // Intercom;Jun2010, Vol. 57 Issue 6, p8 

    The article discusses the opportunities and lessons in social media marketing. It is mentioned that members of social networking sites started to use such sites to advertise their products and services when their popularity rapidly increased. The website Web 2.0 lets users get recommendations...

  • Race for space. Blackie, Tony // BRW;9/6/2007, Vol. 29 Issue 35, p58 

    The article reports that companies are discovering that the popularity and broad demographic reach of the social networking web sites such as MySpace and Facebook. More and more businesses are utilizing these sites for marketing, sales and recruitment. Companies are also utilizing these sites to...

  • TOWARD A BETTER UNDERSTANDING OF TRUST IN WEB 2.0 SOCIAL NETWORKS. Grabner-Kräuter, Sonja // AMA Winter Educators' Conference Proceedings;2010, Vol. 21, p313 

    Online social networks are becoming increasingly important not only as venues for individuals to communicate and present themselves but also as marketing and advertising vehicles. Millions of participants reveal stunning amounts of private information in an environment that is largely devoid of...

  • Keys to exploiting Web 2.0. Gumpert, David // BRW;9/6/2007, Vol. 29 Issue 35, p58 

    The article presents the suggestions of a panel at the Massachusetts Institute of Technology Enterprise Forum of the Northwest in the United States on how to take advantage of the emerging social networks and blogging tools or Web 2.0. Included are: the definition of what to achieve in creating...

  • Leveraging New Opportunities from the Use of Web Widgets in Online Web 2.0 Environments. Hynes, Michael // Journal of Internet Business;2010, Issue 8, p109 

    Over the past two decades the world has experienced a phenomenal rise in popularity of new Internet technologies in the shape of innovative software, applications and services. Online social networking websites, blogging, Wikis and multimedia sharing have all become the mainstay of what we now...

  • A Platform for Life. Greenberg, Bob // MediaWeek;9/14/2009, Vol. 19 Issue 32, p38 

    The author offers opinions on Internet marketing management. Corporate marketers are seen as misusing their expenditures on so-called social media such as online social networks and blogs. It is argued that these platforms should be used to carry on constant communication with consumers rather...

  • THE CHALLENGES OF MEASURING NEW MEDIA. Karpinski, Rich // B to B;9/29/2008, Vol. 93 Issue 13, p22 

    The article focuses on the challenges of mastering Web 2.0 analytics faced by e-mail marketers. It states that business-to-business marketers can always tune-up their basic search engine optimization and analytics tactics, but they cannot ignore the Web progress in the direction of growing...

  • Del Word-of-mouth al Marketing viral: aspectos claves de la comunicación a través de redes sociales. Guadalupe, Guadalupe Aguado; García, Alberto García // Comunicación y Hombre;2009, Vol. 5, p41 

    The present article introduces the relevance that the social networks and the viral communication have acquired in the approaches of the communication as new systems of entertainment and of information. The authors explain the essential aspects to achieve the wished efficiency and the multiplier...

  • Measuring new media not easy. Karpinski, Rich // B to B;3/10/2008 Supplement, Vol. 93, p22 

    The article emphasizes on using Web 2.0 by marketers instead basic web analytics. The biggest difference between Web 2.0 and early Web analytics is that marketers today must track activity and interest across a much broader universe. Information technology reseller RADirect Inc. used analytics...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics