„The Web is not going anywhere and will only continue to evolve. More Web applications will be developed and compete for customers‘ time and attention. As customers become accustomed to communicating and collaborating on the Web, they may choose to take marketing your brands into their own hands. […]
Web 2.0 technologies will not replace traditional marketing such as direct mail or TV advertisments, but instead are new complementing marketing channels that many consumers will expect their brands to communicate through. […] Enabling consumers to participate in each aspect of the marketing mix will help brands remain relevant in todays changing world.“
Bryant, Samantha C. (2009): A Strategic Framework for Integrating Web 2.0 into the Marketing Mix. In: Deans, P. Candace (Hrsg.), Social Software and Web 2.0 Technology Trends. New York, Information Science Reference: 41.
„Another major area of benefit under the empowerment umbrella is the ability to provide easier access for users to find, use, and integrate data sources. For example providing RSS or ATOM feeds to key business systems allows a user to aggregate that information to a place that is easy to scan and keep up with […]. This makes users more awaren and knowledgeable about the business at a whole and makes them more effective in their tasks relating to the business.“
Quelle: Burkhardt, Peter (2009): Social Software Trends in Business: Introduction. In: Deans, P. Candace (Hrsg.), Social Software and Web 2.0 Technology Trends. New York, Information Science Reference: 11.