You can tell when a movement dies: it becomes recognized by your parents and guides are written about it by major media.
I’m being only half-facetious. The Wall Street Journal (WSJ) has taken upon itself to describe “The Secrets of Marketing in a Web 2.0 World,” and that pretty much hammers home the final nail in the web 2.0 coffin (yes, the tired cliches in this sentence are here for a reason).
Is the WSJ wrong or did they write a bad article? No, in fact they provide a fairly clear and concise look at web 2.0 marketing. But, this article is late, very late, in the marketing lifecycle. The WSJ so much as admits they are late in picking up on the web 2.0 trend when they state, “Millions of people have become familiar with these tools….” The article states the standard web 2.0 advice (i.e., don’t just talk to consumers–work with them throughout the marketing process,etc.), and even suggests coining a term for the type of person who should be directing these web 2.0 marketing directives (a “technopologist”, sounds too much like an “apologist” to me), but this comes at a time when many people are suggesting steps beyond web 2.0 is in the making (see Peter Kim’s “Social Media Predictions 2009” and read Charlene Li’s prediction on exclusivity).
As said above, the WSJ doesn’t say anything necessarily incorrect or bad, and this is not the first time they’ve paid attention to marketing on the Internet, but this coverage just seems late in the game. Read the entire article, see how it fits your marketing strategy; you are most likely beyond the basic steps outlined in the article, after all, you are reading a blog entry, one of the most basic web 2.0 components. If you are not taking these basic steps, then maybe it is time to review your marketing strategy.
Maybe I misunderstand the WSJ audience, maybe their audience is made of marketing followers, but somehow I think that impression is wrong. Then again, my teenage kids wonder how relevant Facebook is anymore since they discovered I’ve had a page there before they joined. To each, his own.