The new Web technologies generate a buzz that may seem attractive, but companies must always keep an eye open to well-measurable benefits before investing. ROI is a major concern of marketing, particularly in a difficult economic period.
According to the survey "Global Survey" carried out by McKinsey Quarterly , the companies interviewed about the benefits of using the various tools Web 2.0 has shown that these instruments are perfect for managing and maintaining relationships among employees, so as with customers and external partners.
When it comes to customers, blogs are the most useful tool, leading to measurable business benefits equal to 51%. Respectively, are ranked second and third place in the video-sharing and social networking, 48% each, and RSS feeds to 45%.
technologies such as wikis, podcasts, tags are considered less useful, more than half of respondents (52%) said however that the tools of Web 2.0 is the effective marketing tools.
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