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Web 2.0 a mystery to most marketers

Published on .

San Francisco—Despite all the media attention surrounding Web 2.0, a sizable majority (79%) of marketers are unfamiliar with the term, according to respondents to a survey conducted by MarketTools’ online survey arm, Zoomerang.

Web 2.0 is a combination of business processes, principles and technologies that enable customer participation and collaboration online, and includes such things as social networking sites, video- and photo-sharing sites, and blogs.

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

Zoomerang’s Web 2.0 Survey was conducted online between Oct. 30 and Nov. 10 among 400 marketing professionals.

—Carol Krol

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