21st Century Thinking – Is Web 2.0 Dead?

I read an article today arguing that web 2.0 is dead.  The promise was that getting into the flow of content on the web could scale any marketing effort. But

… there’s no one-size-fits all way to use the Web in your marketing mix. Like any other powerful set of tools, they’re only as good as the people operating them.

Hmmm … I think we are getting confused about semantics. Sure the web is a tool. So is the automobile. But all cars are for transport. They always have been and they always will be. So what is the web for? The problem, I think, is that we don’t really know for sure yet. We treat the web as if it fits into stuff we already do instead of seeing it as allowing us to do stuff that we never dreamed of.

So is the web a “marketing” tool? Well, it is and it is a tool that changes what we mean by marketing. How?`Well, ask yourself, what is marketing? When you think about it, marketing is a learning tool. We use a special word because it marketing employs a special type of learning strategy.

the point is that the web is revolutionizing how we learn. In other words, we are just beginning to understand what we can learn more easily. As we figure this out, we will see more clearly what about web 2.0 is valuable and what is silly.

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