Web 2.0 – Spend wisely for 2012

The Web 2.0 bandwagon has been ringing from 2009, but how much of it is true and did it deliver results? It is also time for 2012 marketing, sales and advertising budget. So which channels should you select to spend your money wisely? Please read on to find about all your doubts and we hope this article will give you enough insight on how to embrace Web 2.0 and invest on facts and feedbacks. McKinsey have conducted a survey on how organizations are using Web 2.0 technologies from 2009 and have collected some interesting data. Outlined below is fine tuned filtered report towards Nemage’s customers outlook. Data is compared with 12 technologies and tools: blogs, mash-ups, micro-blogging, peer to peer, podcasts, prediction markets, rating, RSS, social networking, tagging, video sharing, and Wikis.

Users: Marketing and Sales departments within organisations have embraced Web2.0 year on year to increase efficiencies to reach customers. Like wise most of the middle management have found a new way out to establish their presence.


Technology and Tools of Web 2.0: The chart below shows Wikis have managed to provide lion share of satisfaction,  enabling companies to keep information up to date. By definition Wiki provides flexibility in editing and a democratic way of expressing thoughts and ideas regarding a subject. RSS, Video’s, Social networking and peer to peer technologies are ranking second. As compared to Wiki these are consumption technologies and have less interactivity. In near feature we can see tagging and rating supporting these technologies in a much user friendly way and hope to make it as interactive as possible.

 Trends in 2012 to acquire new customers: As a shrewd marketing executive it is imperitive to invest marketing budget for the next year based on facts and the usage feedback from other companies. This will influence the companies to move in line with market and justifies marketing budget. Nearly 70% of the companies are in the waters of Social Networking which is a huge leap compared to Blogs at second nearly with 40% coverage. At Nemage we recommend to get in to Social Networking activities only when you have a plan for next 3-6 months at least with achievable business targets. The rating of top 4 tools is the same for improving customer services.


Gathering Customers Insight: Similiar trend is followed in gathering cusomters insights, however the Video category slips to fourth position and Micro-blogging takes third position as it is more interactive. Hence it is very important to streamline focus whiles using Web 2.0 technologies.

Benefits of Web 2.0 in Marketing: Worldwide marketing executives believe that using Web 2.0 technologies helped them to increase effectiveness of their marketing strategy, increase customer satisfaction and reduce marketing/customer support costs.  It also helped them to reduce their time to enter markets, reduce travel cost and increase revenue. Web 2.0 also gave them opportunity to increase number of successful innovations which are the driving force for success.

Next Steps: If you enjoyed reading this article we urge you to visit Mckinsley for the interactive version with additional corporate views.

At Nemage’  we can help companies to outline social media strategies, plan and execute successful campaigns with extensive analytics support. If you need consultancy support or wish to buy strategic plans please contact us at contact@nemage.com