Well, all of this is true. Let's refer to Tim O'Reilly's definition of Web 2.0, as he coined the term back in Sept. 2005. In the Web 2.0 world, the web is a platform not a destination. Thus Tim elaborates with this Netscape vs. Google comparison to support his claim. Netscape flagship product was a web browser i.e. a desktop application, Google flagship product is a web service.
What really is interesting to us marketers about Web 2.0 is not the technology which has always been means to an end, but the social implication of opening up collaboration to all web users and among them your customers, partners, influencers, journalists and analysts. I was happy to read that Jay Adelson, Digg CEO, just thinks the same:
"To me Web 2.0 is not a technology revolution. It's rather users accepting the idea of collaborating."
You can refer to Jay's interview if you read french. Here it is.
Web 2.0 for us marketers is an acceleration of empowered customers and consumers two ways communicating with our brands and among themselves. Be sure to capture this inter-customer communication not to avoid growing negative buzz, as we highlighted here in Marketing 2.0 for Dell.
To me, Web 2.0 is the today's answer to the non effective advertising cloud addressing ad-educated populations. In a way, it drives us to being positioned properly and relevant to prospect audiences and to lead with transparency in our communication. This is another chapter of our Marketing 2.0 Manifesto.