For Technology Product Management & Marketing Professionals (Length: 5 pages)

Executive Summary (This is a document excerpt)

Corporate employees are beginning to use Web 2.0 tools such as blogs, podcasts, wikis, RSS, and social networking in their daily lives. The adoption, however, is uneven, with some employees willing to go to great lengths to use these tools, while others steadfastly refuse to adopt. On the surface it looks like technology marketers have their work cut out for them and will need to convince prospective customers that mass adoption is both possible and valuable. In reality, this situation presents more opportunity than threat, as smart tech marketers will appeal to employees, IT, and line-of-business sponsors each in turn. A well-crafted marketing plan will target each constituency and use its interests to drive value and revenues — regardless of the firm's initial Web 2.0 adoption level.