Are You Ready for Web 2.0 Marketing?

Stern, Arthur; Wakabayashi, Chie
July 2007
J@pan Inc.;Summer2007, Issue 72, p6
The article discusses Web 2.0 as a threat to traditional marketing practices and media. Examples of which are the social network services and online word-of-mouth. In Japan where 80% of the consumers research products online and 90% have made online purchases, companies like MUJI, Honda and Nike have actively built online communities. In online communities, the conversations go beyond the concept of tell-and-sell, consumers have a public voice, and related customer segments are reached out.


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