According to eMarketer, the Internet experience may be split into discrete categories and time spent on each activity can be tracked.
These discrete categories are: Commerce, Communication, Content and Search. As popular as search is, more Internet users spend time on content and communication sites than on search sites. Content and communication activities are simply more engaging than search activity. Beyond engagement is Web 2.0, where Internet users choose their own content, share and tag their content (blogs, websites, images, recipes) for easy reference by others.
According to O'Reilly, network effects from user contributions are the key to market dominance in the Web 2.0 era. O'Reilly points to the examples of Wikipedia, del.icio.us and Flickr, where Internet users write or tag content so that others may find it. He also states that most successful internet entreprenuers do not advertise their products; instead, their success is driven by viral marketing, also known as WOM (word of mouth) marketing.
You could make the case that if a site or product relies on advertising to get the word out, it isn't Web 2.0. This may be the frontier of a brave new web of advertising and marketing.
How do you take advantage of this brave new web? There are many paths in Web2.0. Here are a few: Blogging and syndication, tagging with Technorati, del.icio.us or your own tags, writing and submitting useful articles, joining online communities like Gather.com, and applying for publisher status on Blogburst.com.
Tags: Internet, advertising, web2.0, Wikipedia, Flickr, Technorati, Gather, BlogBurst