The Web 2.0 as marketing tool: Opportunities for SMEs

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The new generation of Internet applications widely known as Social Media or Web 2.0 offers corporations a whole range of opportunities for improving their marketing efficiency and internal operations. Web 2.0 applications have already become part of the daily life of an increasing number of consumers who regard them as prime channels of communication, information exchange, sharing of expertise, dissemination of individual creativity and entertainment. Web logs, podcasts, online forums and social networks are rapidly becoming major sources of customer information and influence while the effectiveness of traditional mass media is rapidly decreasing. Using the social media as a marketing tool is an issue attracting increasing attention. The hitherto experience is that large public corporations are more likely to make use of such instruments as part of their marketing and internal operations (McKinsey, 2007).The paper defines the Web 2.0 phenomenon and based on the experience of large corporations examines how SMEs could engage the various Web 2.0 instruments in order to efficiently market their products, improve customer relations, increase customer retention and enhance internal operations.
Original languageEnglish
Title of host publicationProceedings of the 16th Annual High Technology Small Firms Conference 2008
Place of PublicationEnschede
PublisherUniversity of Twente
Number of pages17
ISBN (Print)9789036526685
Publication statusPublished - 22 May 2008
Event16th Annual High Technology Small Firms Conference, HTSF 2008 - Enschede, Netherlands
Duration: 21 May 200823 May 2008
Conference number: 16


Conference16th Annual High Technology Small Firms Conference, HTSF 2008
Abbreviated titleHTSF


  • Online strategy
  • E-Marketing
  • Web 2.0
  • Social Media
  • Consumer Influence

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