Online marketing firms turning to Web 2.0 tools

Online marketing professionals are increasingly making use of Web 2.0 tools as part of their strategy, according to new research. A study conducted by Direct Impact Marketing and Buzz Marketing for Technology found that 64 per cent of B2B online marketers use blogs, with WordPress used by 35 per cent of respondents, followed by Blogger with 30 per cent. Some 58 per cent of internet advertising professionals are capitalising on RSS feeds, with Mozilla Firefox the reader of choice for 23 per cent, Marketing Charts reports. Podcasts and videocasts are also gaining popularity among internet marketing companies, with 54 per cent and 43 per cent respectively utilising these technologies. Social networks have also become a key part of online marketing campaigns for 42 per cent of the survey's respondents. A recent report from Forrester Research found that despite their potential, however, businesses are often unable to accurately measure the direct value of Web 2.0 tools, although 23 per cent of executives polled saw RSS as having significant business value. Source: Direct Traffic

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