There is not much concise evidence that proves Web 2.0 "works," or at least in the traditional linear way of proving the effectiveness of a marketing technique.

Actually‚ most empirical evidence about Web 2.0 says it’s not (yet) monetizable‚ despite the fact that 41 percent of Americans use it (a figure that is expected to reach 52 percent by 2013) and that advertisers are spending millions on online marketing—especially in new technologies like rich media and Web 2.0. Therefore‚ to think that Web 2.0 is anything but effective purely because of a lack of statistics is not only a false perspective‚ but also an increasingly outdated one.

No longer is there a neatly packaged logic that promises "If you spend x dollars on y marketing technique‚ you will likely get a z return‚" especially with targeting a fragmented online culture. Instead‚ there are lots of related bits of evidence that infer Web 2.0’s effectiveness‚ especially when gathered and viewed as a composite. Find out who is among them

Collectively‚ these and many other elements are contributing to Web 2.0’s emergence as the future of a solid advertising and marketing strategy.