Just looking at the McKinsey Quarterly – Business and Web 2.0: An Interactive Feature and noticing just how much Blogs, Podcasts and Social Networking have been perceived by businesses to be effective (I guess we can all this “Web 2.0 Effectiveness”)

Key Tools part of McKinsey Quarterly – Business and Web 2.0: An Interactive Feature

The study also shows that Microblogging (Twitter) hasn’t been adopted as fully as it could be and that Blogs and Blogging seems to be perceived, overall, as the most effective technology/means to reach customers.

However, it’s Social Networks that are best suited to allow customers to interact with each other and these tools are moving into marketing more and IT, less, with middle managers and frontline employees using Web 2.0 tools more this year, than last.

EMarketer has a post on the McKinsey Quarterly which provides an overview of the entire report.