Web 2.0: A mixed blessing for marketing? - 11 Mar 2008: "Just when marketers are starting to get a handle on the additional work needed to manage channel fragmentation and addressable media, they’re now being asked to explore blogs, online communities and other elements of Web 2.0 for their campaigns.
On the one hand, it’s exciting stuff. Instead of just blasting consumers with mass advertising or somewhat targeted direct marketing messages, marketers can now use digital marketing and Web 2.0 to engage in the more artful practice of building communities and letting consumers carry marketing messages for them. This interactive, ‘word-of-mouth’ approach can be a more effective way to do marketing and also puts the creativity element back into the marketer’s job."
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