I have been talking to a lot of companies on Web 2.0; what it is and what is the business impact.
One thing that comes out of the discussions, is that Web 2.0 is here to stay and your business better embrace it.
If you are a digital firm, it will mean that you are (if you are not you better be), incorporating Ajax into your services. If you are a traditional business, you will need to review what services can be delivered via a Web 2.0 application/tool to enrich your customer's experience.
However, the biggest opportunity is to start thinking Web 2.0 Marketing. What is Marketing Web 2.0?
In a paragraph it means; extending your digital marketing beyond the website, beyond Search Engine Marketing, beyond Banner Ad, beyond Viral; it means knowing where your target customers are spending online and why. As well as knowing what portable media they are consuming; such as Vodcasting and YouTube and if they are participating in User Generated Content. Then developing and delivering an offering that communicates your message and reinforces your value proposition.
For more information check out what Microsoft has to say about Web 2.0 Marketing.