Psychology vs Technology for On-line Web 2.0 Marketing, www.fasttrackonlinemarketing.com

Bill Ganz
June 2, 2008
www.billganz.com

What is the most important element of your website? It’s really not even your website at all. It is a part of your psyche. It’s your ability to understand your potential customers better than your competition. “People treat us the way we teach them” It is essential to understand this when attracting an audience to an on-line web initiative. Success on the internet today is more about “imagination than application”.
The difference in psychology in a Web 2.0 and Social media environment is: Interested verses interesting. You must be interested verses attempting to be interesting. So many companies fall victim to competing with their competitors instead of asking or knowing what their customers are really looking for. With all the different forms of Social Media today, manufactures and service providers can get raw uncorrupted pre-analytical data real time straight from the consumers. This is called C to B – Consumer to Business. Social Networking, blogs, podcasts and wiki’s allow the business to see the collective consciences of their customers or constituents in a particular industry or Social vertical. They as consumers build an outward facing profile to display all their interests and adversely their dislikes. This is called psyco-graphics. People today use the internet as a brutally honest real time tool. This bio-demographical information is a collaboration between the business and consumer. The model is called Business to Consumer. Social Media is allowing for a whole new understanding of pre-analytical customer’s psychology that smart businesses today are tapping into. This model is called Consumer to Consumer communications. It is easy to monitor groups in a Social Media environment where customers give you user generated profiles and raw real time data about their likes and dislikes. This is also a great way to put tools in the hands of brand evangelists or industry experts that will make your product viral via the web.
On-line real estate is a very different psychology for understanding businesses. In an off-line world, real estate would be based on geography. This would affect price point, decision making, availability, etc. In an on-line world, all of your customers are just one click away from competitive pricing, availability, technical specificity and the gossip about up and coming products and products to look out for. This makes for a very fickle consumer that is totally empowered with decision making and the ability to self-educate for their own user experience. The site must be very targeted with a specific call to action (CTA). Making it easy to understand and buy a product or service, is mission critical. Sites also should focus on the unique selling point and the value-add of the holistic customer, as it pertains to their lifestyle and customer interests.
You do not need all the glitz and hoopla of Hollywood to make your website a financial success. You do need to understand your potential customer’s psychology. How they think and why they think that way.
• How useful is it to my potential customer?
One of the biggest errors businesses make in copywriting their website is to tell the world about what they do vs. how they do it and how it benefits their customers. Take a read of your content and ask yourself, “Is this something my customer needs to know and is it written in benefit language?”
• Is my content written in web language?
Remember the web is there to provide “quick” answers to people’s questions, or solutions to problems. With the vast amount of data to sift through, internet users have become extremely impatient. When writing for your website try to keep it brief and to the point. Don’t let your message get lost in long complicated sentences with ten dollar words. Just like this article, bullets are a great tool for quick data gathering.

• Is your website up to date?
Outdated promotions, broken hyperlinks, no longer valid information will chase viewers away. It will also very much effect your profile index rating and work against your trafficking from the search engines ranking perspective. This is a common occurrence for all companies from small to medium businesses all the way up to enterprise.
 Do I need outside help?
Developing a social media or portal platform with the appropriate language can be a daunting task. And that’s after doing the research. Good web content writers can be worth their weight in gold. They make sure your message is precise and simple in a language that is clear to your visitors and motivates them to take action. Developing and establishing a cultural message for your platform is critical.
This is where FastTrackTM can help you achieve your goals. With over 20 years of award winning experience in all disciplines of multi-media and a team of professionals who will make your potential customers visit to your website a memorable experience and one they will want to visit over and over again. FastTrackTM can produce your total targeted and action oriented website.
This is just one of the areas FastTrackTM and its team of experienced internet marketing professionals can assist you in achieving all your internet goals.
At FastTrackTM we have spent years helping small to medium size companies research, develop and implement websites that solve problems for their customers. Our team of researchers, designers, writers, developers and marketers understand the complexities of delivering customer action on your website.
In the ever changing and very fast paced world of the internet it takes more than pretty to achieve end goals, it takes a well developed team that is constantly in touch with your potential customers.
So the next time you think about adding all the pretty flash and “it’s about me” copy to your website, give Bill Ganz at FastTrackTM a call. You will have taken the first step toward a well developed website and financially successful internet presence.
Bill Ganz
MORE Media Group, Inc.
www.fasttrackonlinemarketing.com
www.linkedin.com/in/billganz
billg@moremediagroup.com
www.billganz.com
310-991-9798

A New Era in Online Interactive Multimedia Gives Birth to the
“Digital Producer”

Bill Ganz
July 28, 2008
www.billganz.com

With each evolution of human communication the complexities have increased. From cave wall drawings to paper and ink, to radio, to telephone, to television, and now the internet. Each evolution had its challenges and complexities.

The internet today is more technically demanding with far more moving parts and is more difficult than television or radio. The opportunity today is for a company to have a “Digital Producer” with their outcome in mind to understand content, script writing, digital media and distribution. The knowledge will allow a company to understand the Internet and all the ancillary digital components of multimedia product for targeted distribution.

The Internet today is largely about user-generated content and social networking sites like YouTube.com, Google Video, Airwell Video, MySpace, Facebook etc. From a corporate content direction, it’s critical that a company has a “Digital Producer” or online interactive agency, like FastTrackTM Online Marketing, with content developers that understand paid storytelling. This today is the most essential part of capitalizing on the power of the Internet in corporate-approved user-generated content, ie; Viral Video.

Corporate-approved user-generated content can go virally out on the Internet and it is called Viral Video Marketing. Today, Viral Video Marketing can be tracked from a viewership perspective to understand bi-directional marketing. It can also be measured and used to categorize groups. The production and distribution of targeted viral videos are one of the best ways to get customer pre-analytics and post-analytics combined with profile data to create a whole new horizon of pre and post-analytics and current profile data statistics for understanding targeted site traffic.

Understanding keyword and phrase search will allow us to know where to target the media. First, you must have the keyword and phrase background, then you must know who and where the audience is, and finally you need to know where their interests lie. Then we can go out and test media in a corporate-controlled, user-generated content arena.

Videos are only one medium, although the hottest one today. It could be white papers, podcasts, audio or any number of informational mediums. It might even be gaming engines. Planning and timing of all these intricate elements to achieve growth on the Internet requires an organization with a background and knowledge of television, radio, and other such medias, to understand content development and the art of engaging the audience. You must have a thorough understanding of media technology and the key is to understand the cross between art and science.

Because understanding just technology today doesn’t mean that you understand the audience. The distinction between interested and interesting is the customer. The media has got to be interested in the customer’s needs because they are just one click away from other content providers and today if you don’t understand the audience or if you abuse the audience, you will lose the audience.

Audiences today are very fickle and you must listen to their input and weave a message into the premise that “people treat us the way we teach them”. That critical element is how you develop longevity and stickiness on a website portal or social media platform.

One of the products FastTrackTM Online Marketing offers is the “C-10-VP” or the Corporate 10 Video Package. FastTrackTM will produce and distribute professionally targeted viral videos for your website portal or social media platform. To go viral requires four weeks to develop ten end to end videos that are subject-related to a specific subject and highly targeted. They can be posted on Facebook, YouTube, MySpace or any one of the hundreds of public social networks and/or your own unique corporate social network, which we highly encourage people to develop.

At the end of the day it’s doing the same thing a traditional television producer would do. He/she would line up the camera crews, lighting crews, talent, script writers, Teleprompters and the hundreds of items that go into an award winning production. All this still needs to be done, but today the advantage is, distributing media is either free or hundreds of times cheaper than any traditional avenue. Effectively free in many cases. It’s an adverse paradigm. In the old days, 90% of an ad budget went to buying media and 10% went to building the media and developing the content. Today it’s far cheaper to create the media and in many cases it is little to no-cost to distribute for targeted, measurable, bi-directional tracking of the audience thru Viral Video.

Today we launch a whole new era of “Digital Producers” and today MORE Media Group, Inc./FastTrackTM Online Marketing and its “Team Unfair Advantage” offers these talents. www.fastrackonlinemarketing.com.

Bill Ganz
MORE Media Group, Inc.
www.linkedin.com/in/billganz
billg@moremediagroup.com
www.billganz.com
310-991-9798

MORE Media Group, Inc. Harnesses the Power of the Digital Generation in Business with their New FastTrackTM Program
FastTrackTM harasses the existing knowledge from the Digital Generation with their new training and certified educational programs. This group is now being called the Millenials. FastTrackTM new program helps companies identify web oriented potential hiring candidates with extensive Web 2.0 skills. This is a benefit for companies and the available D-Gen’s looking for work.
Los Angeles, CA (PRWEB) May 13, 2008 — Bill Ganz, CEO of MORE Media Group, Inc. (www.billganz.com) announced today that they launched their New Media and Web 2.0 services product called FastTrackTM in Business. This program is geared towards training today’s college students, the “D-Gens” how to apply these digital skills and talents in the world of business.
As these students become available for the real world they lack the knowledge and application skills. They are millions strong and supercharged for life in the real world, and there’s the catch. These students were brought up on Xboxes, the Internet and every new digital product as it became available. They are in essence “digital natives”. The professors who teach at their colleges are not of that generation and lack some of the real world application knowledge. They are what you might call “digital immigrants”.
According to the recently released 2007 reports by the Office of Information Technology’s Digital Media Center, it is true that students are technologically experienced: 92.3 percent own cell phones, 78 percent own laptops, 68.6 percent own MP3 players, 88.3 percent have taken at least one course supplemented by online educational technology, 39.8 percent have taken a fully online course, and 58.7 percent access online course materials at least once a day.
Mr. Ganz, said, “Yes these students are technologically educated and experienced but they lack the sophistication required in the real world of business. They use simple online communication tools more frequently than the more complex programs required in business. These students also consume more than they produce online.”
An important factor is the attitude of these students toward technology. It is very positive. With that being said it is time to go beyond the colleges and into the real world of business.

This is where MORE Media Group Inc.’s new program “FastTrackTM Digital Business” comes into play. A curriculum built around “How To” apply these talents and abilities to the real world of business. After going through this course students are now ready to super focus their digital knowledge in the business environment.
FastTrackTM Digital Business use real life situations to educate students in the application of digital business tools. This makes for a better understanding and long term retention. Students actually see the end result created by their actions. They acquire a working knowledge.
Businesses on the other hand now have a pool of digital business experts to draw from in the FastTrackTM program.
Our mission is practical application of this digital knowledge base and we feel this will result in a win-win situation for both student and company.
Contact us at www.billganz.com - MORE Media Group, Inc. for dates to attend the FastTrackTM Digital Generation in Business Certification Training being held in Southern California.
Bill Ganz - FastTrackTM
MORE Media Group, Inc.
www.linkedin.com/in/billganz
billg@moremediagroup.com
www.billganz.com
Cell - 310-991-9798

TARGETED TRAFFIC FOR SOCIAL MEDIA

Bill Ganz
May 17, 2008
www.billganz.com

In the internet world, traffic rules. It is sought after, paid for and fought for. But for many businesses, it can be elusive.

There are many types of traffic on the internet, there is traffic and there is “targeted traffic”. So what does it take to generate “targeted traffic” to your website, portal or social network? The first thing we need to understand is that traffic generation on the internet is complex; it is simple but not easy. Businesses on the internet should recognize it takes hard work to keep the trust and develop the loyalty of visitors for their network or portal.

Most companies will spend their time and money on web design, IT components and hardware applications then wonder why there is no traffic. The few companies that understand “targeted traffic”, and spend the time to research and define who it is they want to reach, reap the rewards.

Doing the research on your targeted traffic is essential and also lets you understand your customer’s psychology and ideology. Demographics on the internet are not very helpful when it comes to traffic. It is key that you have a psychographic and bio-demographic profile on your potential users. Social Media today allows you to know your audience from their own words and user groups. Backend analytics will also show customer behavior and targeted traffic patterns. This is key to understanding the word “Velocity” as it is defined by Webster;
Direction X Speed = Success.

Potential customers are using the internet for one reason and one reason only; they have a problem and are looking for solutions. If a website, portal or social media network has positive intentions for education or fulfillment – they will receive loyalty, i.e. return visitors. This is called a Presumer. A Presumer is a consumer before they have bought any products or services.

Whether their problem is boredom and they are looking to be entertained or a more complicated problem like, “how do I find a family car that is blue in color, economical, has a 100,000 mile warranty and is built in the U.S.?”

One of the first things you can do is ask yourself; what are the problems my potential customers have and what solutions do I offer? Companies are spending a great deal of time and money making pretty websites that are barren of traffic. Pretty does not sell. What sells is knowing your audience. Psychology verses technology is a critical understanding in setting up your Search Engine Marketing.

Solutions can be given in a number of formats from graphs, pictures, videos, audios, webinars, and words. Remember it is the words that sell, no matter what format you use. These words must explain in plain language the solution your potential customer requires.

At MORE Media Group, Inc. we have spent years helping companies research, develop and implement campaigns that solve problems for their customers. Our team of researchers, designers, writers, and marketers understand the complexities of delivering targeted traffic to your “solutions site.”

In the ever changing and very fast paced world of the internet it takes more than just “pretty” to achieve end goals, it takes a well developed team that is constantly in touch with your potential customers. Imagination verses application is critical to getting to know your audience. Audiences are fickle and don’t like to be tricked into a site. These days, the major Search Engines are de-valuating unique visits unless they are supported by return visitors.

So the next time you think about adding all the pretty flash and “it’s about me” copy to your website, give Bill Ganz (www.billganz.com) at MORE Media Group, Inc. a call. You will be taking the first step towards “targeted traffic.”

Bill Ganz
MORE Media Group, Inc.
www.linkedin.com/in/billganz
billg@moremediagroup.com
www.billganz.com
310-991-9798

ON-LINE SOCIAL MEDIA STICKINESS

Bill Ganz
May 18, 2008
www.billganz.com
Improving visitor retention to your Social Media Platform and increasing sales comes from, creating an interactive web experience.
The challenge for every business today is how to make visitors stay on your website. The fact that most visitors to websites do not get there by typing in a specific domain name, calls for understanding on how they got there. Most people find your site either through a search engine, a series of links and/or key words and phrases, which ultimately brings them to a web page of yours. What does this mean to your business? Your first priority is to compel the visitor to remain on your site long enough to show them you have a product or service they are looking for or interested in. Easy, right? Not really an easy thing to accomplish since most people stay on a web page for an average of 5 to 10 seconds before deciding whether to leave or stay.
So what’s a business to do to achieve their “stickiness goals?”
Here are a few fundamental areas of website stickiness:
 Make it easy for your visitors to get in touch with you. Provide your phone and fax number, postal and email address and a fill-in enquiry form. And make the contact page easy to find!
 News, newsletters and articles. Got some news worthy information? Put it on your site. A good content management process is all important in getting your news live quickly.
 Online forums are beautiful things. Your visitors create your content. For this to work you must encourage traffic to your site. Make announcements on your site in newsletters about a specific discussion, on a particular topic, at a given day or time.
 Offer online customer service. Proper implementation and management of this technology can make your online customer service better than phone or offline methods. A new model for customer service is to set up a Social Network where the consumer brand evangelists support the customers. This model is called C to C support. Consumer to Consumer Support. You can also set up consumer listening channels for a manufacture or service provider – this is called – C to B. Consumer to Business Support. This is an exceptional way to develop pre and post customer feedback channels.
 Blog or Q&A column. You have the answers your visitors are looking for. Don’t keep them a secret. This powerhouse technology can tell you more about how your customers think. Now that’s priceless information.
Web analytics allows you to study the customers post experience on your website. This data is imperative to what IS and/or ISN’T working on your website. There are many ways to achieve this goal and easy to do. You can also develop predictive modelers to rotate the content to verify the web target experience.
Here are some Social Media Marketing verticals to improve your stickiness:
o Blog Marketing
 Blogging and Video Blogging
o Pod-Cast Marketing
 Texted, Audio and Video
o Business and Social Networking
o Content Marketing
o Social Bookmarking
o Video Tutorials
o Wiki Marketing
o RSS News Feeds
o Affiliate Advertising
Ever heard of a Virtual Spokesperson; aka a Digital Web Actor (Avatar)?
With this piece of technology you now have the opportunity to capture your visitor’s attention past the critical 10 seconds. You now have your visitor’s attention for an additional 30 to 60 seconds to present your visitor with more information than your competitors can with 4 or 5 web pages.
A digital web actor can accomplish the following:
 Be your virtual spokesperson
 Explain the benefits of your products and services
 Guide your now potential customers to areas of your website that are most important for them to see
 Generate a call to action for them to leave their email address, make a purchase, click a specific button, and request more information or any number of actions your creative mind can come up with.
So what is a digital web actor? It usually is someone with good acting skills and presents themselves well. The best is an experienced actor who has performed in film, TV, stage or who has done virtual appearances before.
These are just a few of the areas MORE Media Group, Inc. (www.billganz.com) and its extensive team of experienced internet marketing professionals can assist you in achieving all your internet goals. With over 20 years of award winning experience in multi-media and access to a large conglomerate of talent and resources, MORE Media Group can produce your total web experience.
At MORE Media Group, Inc. we have spent years helping small to medium size companies research, develop and implement campaigns that solve problems for their customers. Our team of researchers, designers, writers, developers and marketers understand the complexities of delivering targeted traffic to support web stickiness and client retention to your website.
In the ever changing and very fast paced world of the internet it takes more than pretty to achieve end goals, it takes a well developed team that is constantly in touch with your potential customers.
So the next time you think about adding all the pretty flash and “it’s about me” copy to your website, give Bill Ganz at More Media Group, Inc. a call (310) 991-9798. You will have taken the first step towards a sticky website. (www.billganz.com)
Bill Ganz
MORE Media Group, Inc.
www.linkedin.com/in/billganz
billg@moremediagroup.com
www.billganz.com
310-991-9798

ON-LINE ANALYTICS FOR WEB 2.0 MARKETING

Bill Ganz
May 18, 2008
www.billganz.com
Website statistics are one of the most import factors in growing your online business. It shows what is working and what is not. This means your resources are being spent on one of two things; web analytics that work and show customer behavior or things that may look good graphically, but don’t produce results.
To simplify the understanding it’s important to understand True Response. True Response is on-line analytics. The analytics give you when the user went to the site – when the user returned to the site – how long did the user stay in a particular area – who did the user pass the site along to and a number of other important facts about site traffic. This is critical to understand customer psychology. There are many ways to rotate and find out the best use of web real estate – such as predictive modelers. Predictive Modeling rotates content on the website to verify the highest traction for through- put ratings. This is just one of many tools to evaluate the sites quality of message.
In this article we will give you a few definitions of Web 2.0 terms to better understand what you’re looking for in your post analytic statistical reports.
Unique Visitors; A single, individual person that views your website within a specified time period such as a day or a month. Each person visiting your site is counted only once during that period, no matter how many times they visit your website.
Number of visits; Is the number of times that your website has been visited. When you compare it with the number of unique visitors, this gives you an idea of the number of people who are returning to your site.
Page; Is a single page of your website, it may be your home (index) page, landing page, contact us page, about us or another page within your website.
Hits; A hit is a request made to the server where your website is hosted. Each file that is requested is counted as a hit. For example your home page may be a single .html page with 5 images on it. The number of hits recorded will be 6, as your .html page is one file and each image is also counted as a file. Therefore looking at how many hits that your website has received is not a very good statistical indicator.
Bandwidth; This is the amount of data (measured in megabytes) transferred from your host server to an internet user’s computer. E.g. Someone views your home page and on it is text and images that add up to say 2mb, if 50 people view this page then the amount of data transfer would be 100mb. Your web host will specify the amount of bandwidth (data transfer) that your hosting plan includes each month. If you exceed this you will be charged for additional bandwidth. If you have a large site with lots of traffic, keep an eye on this statistic.
Visits duration; This statistic shows how long people are spending at your website. If they are not staying long you may need to review your content or add a video, audio, podcast, whitepaper to have them stay longer and view more of your site.
Pages viewed or Pages URL or Page impressions; This statistic shows how many people are visiting each page. You may find you have traffic visiting each page or maybe the majority of people are only visiting your home page and not going any further.
Referrers or referring URLs; Describes the website address where a visitor was before they came to your site. This gives you some idea of the websites or search engines that are referring traffic to your site and is also useful when considering your marketing plan. For example, you may notice you get some good traffic via Yellow Pages Online, so it may be worth including this in your marketing budget for a slightly higher profile.
Search key phrases and keywords; These are the words and phrases that people are using to find businesses like yours. It is important to take notice of this as it may be good to weave more of the popular words into your content.
Now you have an idea of the terminology used in your website statistical reports. Below are the most important stats to take notice of:
• Unique visitors
• Pages viewed
• Referring URLs
• Key phrases and keywords
Understanding your website statistics is important and you do need to keep an eye on them. They can help you direct your marketing plan, alert you to which pages on your website are more popular and which ones need attention, where your traffic is coming from, which keywords people are using from your content and if you need to consider re-writing your content to include more keywords and key phrases.
This is where Bill Ganz, CEO and President of MORE Media Group, Inc (www.billganz.com) can help you achieve your goals. With over 20 years of award winning experience in multi-media and access to a large conglomerate of talent, More Media Group can produce your total targeted and action oriented website.
At MORE Media Group, Inc. we have spent years helping small to medium size companies research, develop and implement websites that solve problems for their customers. Our team of researchers, designers, writers, developers and marketers understand the complexities of delivering measureable results for your on-line and Social Media efforts.
In the ever changing and very fast paced world of the internet, it takes more than just “pretty” to achieve end goals; it takes a well developed team that is constantly in touch with your potential customers.
Bill Ganz
MORE Media Group, Inc.
www.linkedin.com/in/billganz
billg@moremediagroup.com
www.billganz.com
310-991-9798

The definitive reference guide to Social Networking has just been released by Bill Ganz. “Belonging Networks” is being distributed for free by Mr. Ganz. This 237 page guide is a working reference that is to be printed and used like a strategic marketing journal.

Los Angeles, CA (PRWEB) March 19, 2008 — Bill Ganz, CEO/President of More Media Group, Inc. has just released his latest Social Networking reference guide, “Belonging Networks.”

First I’d like to thank Mr. Ganz for the effort he put into this book and the fact that he has offered it to anyone at no cost. It has helped me to get a better feel for the Social Networking and WEB 2.0 concepts and how I can use them in my short and long term planning and tactical development. I have been recommending it to all my business friends and associates.

Mr. Ganz, the man who coined the term “Belonging Networks” felt it necessary for business and marketing people to have a reference manual that could be printed and used as a working journal.

More Media Group, Inc. has worked with Fortune 500 companies and high profile celebrities to help them expand their horizons and educate them in the areas of internet marketing and the power of WEB 2.0.

Mr. Ganz (www.billganz.com) is making this reference manual available at no cost to those who want to get a better understanding of where the Internet/Social Networking is and where it is going. The 227 page manual takes from numerous resources and puts the information into a logical, easy to comprehend guide that will help companies develop their strategic plans and tactical maneuvers.

For a free copy of this important document go to http://www.billganz.com/ebook.html.

Ganz stated, “Researching and putting this manual together has been a fun and exciting journey. It also taught me how important this information is for young, growing companies. Corporations that are leaders in their current fields and want to maintain that position will benefit the most from this helpful information. Social Networks allow you to judge the personal and professional barometer of collective consciousness.”

This research manual contains information regarding:

• How to Monetize a Social Network
• How to Understand a C-2-C & C-2-B relationship
• How to empower your brand evangelist
• True Response - Back-End Analytics
• On-line vs. Off-line business architecture
• The Ten most beautiful Social Networks
• Understanding bi-directional behavior targeting models
• User generated psycho-graphic profiling

Bill has spent most of his life consulting with companies like, Epson, Pentax, Nissan and Fender. Celebrities like Anthony Robbins, Mark Victor Hansen, Donald Trump and numerous others have profited from Bill’s professional services.What makes him unique among his peers is that he consistently delivers results for his clients beyond their expectations.

Mr. Ganz has plans in the works for a truly unique methodology that companies will be able to embrace thereby giving them a definite advantage in the Social Networking online world. You can register to receive information about this launch by emailing billg @ moremediagroup.com and in the subject line put “register.”

Here is what Stephen J. L. Page, Chairman and Founder of The Vintage Racing League (www.myvrl.com) has to say about Bill Ganz’s C-Level research guide: “First I’d like to thank Mr. Ganz for the effort he put into this book and the fact that he has offered it to anyone at no cost. It has helped me to get a better feel for the Social Networking and WEB 2.0 concepts and how I can use them in my short and long term planning and tactical development. I have been recommending it to all my business friends and associates.”

Bill Ganz is available for media interviews and special Social Networking events and projects.

Contact:
Bill Ganz
MORE Media Group, Inc
310.991.9798
www.linkedin.com/in/billganz
http://www.billganz.com

Web 2.0 spending set to surge

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By Phil Muncaster
22 April 2008 03:21PM
Tags: web | spending | set | surge

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Spending on Web 2.0 technologies such as blogs, wikis, mashups, widgets, social networks and RSS is set to rocket by 43 percent a year over the next five years to reach US$4.6 billion globally by 2013, according to new research from analyst firm Forrester Research.

Global Enterprise Web 2.0 Market Forecast: 2007 To 2013 also predicts that the current trend of firms spending more on employee collaboration tools than customer facing Web 2.0 technologies will be reversed by next year.

However, many firms’ IT departments are still wary of the technology because they regard it as too consumer-focused and not secure, the report added.

“Social Computing and Web 2.0 marketing are still in their infancy; and in general, the market is still in an experimentation phase,” said report author Oliver Young. “But in the long run, the effect of Web 2.0 will be enormous.”

itweek.co.uk @ 2008 Incisive Media

Forrester: Global Enterprise Web 2.0 Market To Reach $4.6 Billion By 2013

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2008-04-21 14:34:23 -

www.forrester.com - Despite a long-term future marked by commoditization, enterprise spending on Web 2.0 technologies will surge over the next five years, growing 43 percent each year to reach $4.6 billion globally by 2013, according to a new report by Forrester Research, Inc. (Nasdaq: FORR). The five-year Forrester forecast includes a breakdown of future business spending on

technologies such as social networking, RSS, blogs, wikis, mashups, podcasting, and widgets, as well as an analysis of enterprise Web 2.0 spending across North America, Europe, and Asia Pacific.

Forrester believes that Web 2.0 technologies represent a fundamentally new way to connect with customers and prospects and harness the collaborative power of employees. Large enterprises such as General Motors, McDonald’s, Northwestern Mutual Life Insurance, and Wells Fargo have all made heavy use of these tools, and 56 percent of North American and European enterprises consider Web 2.0 to be a priority in 2008 according to a recent Forrester survey.

“Software firms can make money selling enterprise Web 2.0 software, but it will not be an easy road to hundred-million-dollar run rates,” said Forrester Research Analyst G. Oliver Young. “The market for enterprise Web 2.0 tools will be defined by commoditization, eroding prices, and incorporation into enterprise collaboration software over the next five years. It will eventually disappear into the fabric of the enterprise, despite the major effects the technology will have on how businesses market their products and optimize their workforces.”

The key question for software firms is who pays for Web 2.0 in the enterprise? Three challenges face vendors: IT shops are wary of what they perceive as insecure, consumer-grade technology; ad-supported Web 2.0 tools on the consumer side have set “free” as a starting point; and Web 2.0 technologies enter a crowded space dominated by legacy software investments.

Currently, large businesses are spending more on employee collaboration tools than customer-facing Web 2.0 technologies, but Forrester expects that trend to reverse by next year. By 2013, investment in customer-facing Web 2.0 technology will dwarf spending on internal collaboration software by nearly a billion dollars.

“Social Computing and Web 2.0 marketing are still in their infancy; and in general, the market is still in an experimentation phase,” said Young. “In the long run, the affect of Web 2.0 will be enormous. But what may prove to be of more value to vendors will be the skills of running a successful software-as-a-service (SaaS) business. For the vendors that do it well, disaggregating expertise about the medium from Web 2.0 content is likely to provide far more value than wikis and blogs ever did.”

“Global Enterprise Web 2.0 Market Forecast: 2007 To 2013″ is currently available to Forrester RoleView(TM) clients and can also be purchased directly at www.forrester.com/go?docid=43850.

About Forrester Research

Forrester Research, Inc. (Nasdaq: FORR) is an independent technology and market research company that provides pragmatic and forward-thinking advice to global leaders in business and technology. For more than 24 years, Forrester has been making leaders successful every day through its proprietary research, consulting, events, and peer-to-peer executive programs. For more information, visit www.forrester.com.

(C) 2008, Forrester Research, Inc. All rights reserved. Forrester is a trademark of Forrester Research, Inc.

Forrester Research, Inc.
Jon Symons, 617-613-6104
Director, Media Relations
press@forrester.com

Web 2.0 spending set to surge

By Phil Muncaster
22 April 2008 03:21PM
Tags: web | spending | set | surge

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Spending on Web 2.0 technologies such as blogs, wikis, mashups, widgets, social networks and RSS is set to rocket by 43 percent a year over the next five years to reach US$4.6 billion globally by 2013, according to new research from analyst firm Forrester Research.

Global Enterprise Web 2.0 Market Forecast: 2007 To 2013 also predicts that the current trend of firms spending more on employee collaboration tools than customer facing Web 2.0 technologies will be reversed by next year.

However, many firms’ IT departments are still wary of the technology because they regard it as too consumer-focused and not secure, the report added.

“Social Computing and Web 2.0 marketing are still in their infancy; and in general, the market is still in an experimentation phase,” said report author Oliver Young. “But in the long run, the effect of Web 2.0 will be enormous.”

itweek.co.uk @ 2008 Incisive Media