Online marketing research firm Zoomerang just released a fairly extensive study that showed how early we still are in the Web 2.0 craze, trying to separate the buzz from the benefits. The article is published on Click Z's site and is well worth the short read.
The results track what I've also been seeing in my work. A majority of senior marketing managers have never heard of the term "Web 2.0" nor are they employing tactics involved with these strategies, however those that do are seeing some very interesting tangible results. Typical 2.0 tactics include corproate or employee blogs, social networking, video and photo sharing, podcasting, and online communities. And the biggest barrier to further adoption is loss of control of their message.
