While a lot has been said and written about Web 2.0 adoption in enterprises and helping business grow, enabling development of innovative products by lowering cost of doing businesses. But still the buzz continues about what these developments and new technologies offerings mean for your company.

A recent McKinsey report, illustrates this syndrome and goes deep in unearthing some interesting facts about how markets are morphing into Web 2.0 “conversations” and consumers are gaining greater freedom to pursue their own interests, through online marketing. But the finding reveal that though consumers may trust information obtained through social networking sites, companies need to think about how consumer experiences can help in building richer and better products and services.

The consumer voice on the net has raised some intersting questions to companies asking that should they assume that the digital environment will change rapidly— and should they adapt accordingly. The report further says that rather than pushing messages at consumers, marketers should listen to them and think constantly about ways to engage with them actively. There is also the underlying concern that though web2.0 brings forward a bouquet of offerings for knoweldge sharing, communication and opens new platforms for people to interact, participate and share information, still the potential of web2.0  remains untapped. Companies are still at crossroads about the right utlisation of the web2.0 technology and how they can use it to influence a broader community base. In the finale the question that stays unanswered is how to adapt well, influence most and yet spend less...

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