By now you've heard the term "Web 2.0"... but what does it mean and why is it important for all marketers? Here's a quick explanation and my thoughts on the importance of the Web 2.0 movement.

"Web 2.0" is a weird phrase. It began as the name of a conference, but the people organizing the conference didn't really know what they meant by it. Mostly they thought it sounded catchy. However, "Web 2.0" has since taken on a meaning. There are some interesting new trends on the Web, and it's the nature of a phrase like that to adhere to them.

From what I can gather, Web 2.0 is all about the social networks being created on the web. Websites like Digg, MySpace, Flickr, Blogger, Wikis, etc. are all operating inside this bubble we call Web 2.0. If you want a really detailed explanation of Web 2.0, visit the site that started it all at http://www.oreillynet.com. I'll save you a lot of reading... it's complicated.

I think the key takeaway is that Web 2.0 is the nature of the web as it was intended to be - a resource that allows for information creation, sharing, and dissemination. Why is this important to us marketers? Because marketing is all about WOM (you guessed it, "Word-of-Mouth"). If you've been following the blogging circles you've probably heard of the latest controversy- blogging for payment. The idea that someone would actually pay you to blog about their products or services would only be possible in the Web 2.0 world.

The viral nature of Web 2.0 is contagious. Just visit http://www.digg.com or Delicious and you'll soon find out what I'm talking about. As a marketer in this environment, you have to understand the importance of viral marketing and managing your marketing messages - even creating a buzz around your products. The fastest way to promote your product today isn't with a superbowl ad, its with a viral marketing strategy!