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For B2C Marketing Professionals

Efficiency Gains And Competitive Pressures Drive Enterprise Web 2.0 Adoption

March 20, 2007


  • By G. Oliver Young
  • with Ellen Daley,
  • Heidi Shey,
  • April Lawson

Why Read This Report

Web 2.0 technologies are hitting the mainstream both in consumer and business contexts. Firms using Web 2.0 technologies are driven by gains in worker efficiency and a fear of competitive pressures. For non-adopters, a perceived lack of business value and priority impedes adoption; however, almost all of the CIOs that we surveyed recognized Web 2.0 as more than a passing fad. To capitalize on this burgeoning opportunity within firms, tech marketers will need to work hard to prove business value and should emphasize to prospects how clients are benefiting from Web 2.0 adoption in similar industries.

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