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The Future of Web 2.0 and Why So Many Are Resistant

January 2nd, 2008

Posted by to Online Marketing

By: Shama Hyder

Yours truly was recently asked for her opinion on why so many companies (especially service professional firms!) are still shying away from Web 2.0 technologies.

Here are my thoughts:

Foreign Concept

Put simply, some enterprises just do not get it.

"They don’t understand it," noted Shama Hyder, chief marketing expert and CEO of After The Launch, a virtual marketing firm. "The Web 2.0 concept is still very foreign to most businesses. They aren’t sure what the risks and advantages are of such a technology," she told TechNewsWorld.

Many businesses fear that Web 2.0 may be a bubble that will eventually burst. They are not convinced that it is a sustained technology that will further their business, she explained. Even for believers, embracing Web 2.0 is often intimidating.

Early adopters do not know where to start, according to Hyder. Many businesses do want to become a Web 2.0 enterprise, but they find the information about the technology can be overwhelming. Even the experts are still learning what works and what does not, she said.

"A clear ROI (return on investment) has not been established. Ideally, implementing Web 2.0 technologies can lead to reduced costs and increased efficiency. However, a clear return on investment has not been established for most of these technologies. Companies see this as a major risk," said Hyder."

You can read the entire TechNewsWorld article here.

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  • I agree a lot of companies still don’t get or utilize Web 2.0 technology. Heck a lot of them don’t even get Web 1.0 technology.

    Web 2.0 is not a fad. I believe it’s here to stay.

  • I think that Web 2.0 is something that entrepreneurs love (because it requires genuine passion, a holistic approach to marketing / selling, and time and committment to analyze Web 2.0 from every angle so as to work out how best to use it).

    Companies are ultimately responsible to shareholders. It is much harder to generate the passion, have an overall holistic approach to what you are trying to market / sell, and find time and commitment to devote to it.

    So its about people working for shareholders versus people working for themselves. Basically (with lots of exceptions ..).

  • Great point Eamon. It’s hard to show that ROI all the way to the top.

  • Barry O- I definitely agree. A lot of them don’t even get 1.0.

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