Many of our discussions about the implementation of Web 2.0 tactics for b-to-b marketing communications revolve around what is appropriate for the target audience and our client’s brand. But beyond using Web 2.0 tools as methods for messaging and building customer relationships, there’s often another beneficial aspect to explore: productivity and efficiency gains.

Having evolved beyond its initial definition, the Web 2.0 term covers a variety of implementations—Ajax applications, blogs, mashups, social networking and more, but they are all, in theory, aimed at helping people collaborate and communicate better. Looking beyond external communications, there are huge opportunities for companies to use these tools internally too. Often available as free software that’s relatively easy to launch, these tools can be used to cut costs, encourage innovation, and improve internal communications. At Godfrey, wikis and blogs are highly active elements of our intranet and have resulted in better information sharing and collaboration---which translates to lower costs and increased efficiency.

But just like with any marcom tactic, the tools need to be appropriate for the audience. Web 2.0 applications will work best in a company that has embraced the Web and has a culture that encourages collaboration. Because no matter how great the technology is, people must see value in its use in order for it to be successful.