I always end my presentations with the view that organisations don't have any choice but to get involved in this stuff as the teenagers of today are the workers of tomorrow and they won't accept anything less. If you don't help them they may not work for you at all or if they do they will start talking about your business out there on the web - they can't help themselves!

When Web 2.0 Journal editor-in-chief Dion Hinchcliffe asked recently 'Is 'Web 2.0' Really About the Web, or Us?' he touched a vein.

When Web 2.0 Journal editor-in-chief Dion Hinchcliffe asked recently 'Is 'Web 2.0' Really About the Web, or Us?' he touched a vein.

I've noticed that travel companies have been urged in recent months to embrace the so-called Web 2.0 tools such as MySpace, YouTube in order to reach the next generation of consumers.

>queZZtion commented on the 11 Sep 2006:
>> Anyone see this article with some forecasts
>> for advertizing spendings on social media?

I'm afraid that the author's extrapolations are based on the wrong parameters: banners (almost dead) and search word marketing (will die soon). She's totally ignoring media convergence and low acceptance of commercial messages within social environments.

Ultimately, I think that Web 2.0's impact on marketing will be centered around an über profile or super filter.

That's probably what people will use & exploit once they get really sick and tired of filling in the same registration forms and profiles again and again, and/or once they start really to worry about the poor privacy within social media environments.

Therefore my predicitions are that a) the provider of such an über profile - and the big winner of the Web 2.0 movement - might well be within the IDENTITY 2.0 category, and that b) the impact on budgets will be much, much bigger.

Anyone see this article with some forecasts for advertizing spendings on social media? View link: http://www.emarketer.com/Article.aspx?1004151