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Web 2.0 is not all that Glitters on the Screen (is not all Gold yet!!) and the notion of mashups and semantic web provides a whole new world of opportunities. AS the Biz and IT tango a bit further, the Web 2.0 will provide useful, measurable success to Enterprises and connected Global team players.
Marketing is seeing this opportunity and hope other LOB's follow suit quickly to deliver the promise Marketing would sell thru' hype.