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Leading marketing services firm, Marketing Eye, cites Web 2.0 as key to all marketing strategies for businesses large and small with the adaptation of traditional strategies needing to be more aligned with the rate people are interacting with the Internet.

Although many marketing managers still don’t know what Web 2.0 means in its enormity, companies can’t afford to not ensure that their marketing and communications teams are educated on what, how and when Web 2.0 will be utilized in their businesses.

“It’s alarming how many marketing managers don’t know what Web 2.0 is given it has been out for more than 18 months now,” confirmed Marketing Eye CEO, Mellissah Smith.

“When interviewing new marketing staff, they are unfamiliar with the term Web 2.0 and immediately think we are a web company, when in fact it is integral to the marketing mix.

“It’s not a meaningless buzz word and if companies don’t adopt it as part of their strategy, more innovative companies will take over.”

Some examples of Web 2.0 include Google AdSense, Napster, Wikipedia, Search Engine Optimisation, Cost Per Click, Flickr, Web Services, Wikis, Tagging, Synication and upcoming.org to name a few.

As personal publishing has grown to exponential lengths and gone mainstream, it has become apparent that the Web 1.0 paradigm had to change and adapt.

Web 2.0 is broken up into ‘micro-content’ units that can be distributed over dozens of domains, morphing it into a web of data. We are now looking for a new set of tools to aggregate and remix ‘micro-content’ in new and useful ways.

Designers, marketers and web developers will see Web 2.0 as the frontier of design innovation.
Web 2.0 has often been described as “the Web as platform,” and if we think about the Web as a platform for interacting with content, we begin to see how it impacts design.

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