As consumers gain more freedom to pursue their own interest via collaborative participation they themselves will eventually satisfy their need for information about products that suit their interests. In doing so, eventually they will trust the information obtained via collaborative participation (ie shared experiences from consumers with certain products) than information straight from the supplier. The main question that still needs to be answered is: How will businesses react when collaborative participation becomes much more relevant than any type of marketing straight to the consumer? The answer is they will have to adapt - but how?
This article offers advice to businesses on how they should combat the inevitable change in consumer behavior in Web 2.0 and beyond. Businesses will have to pay close attention to consumers’ online behavior but the solution will be summed up with one word: Innovation!!!
http://www.mckinseyquarterly.com/Business_Technology/BT_Strategy/Managing_beyond_Web_20_2389
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