Web 2.0 as ‘content customisation and personalisation’

Mark Iremonger, head of digital, Proximity London, has an interesting article in May’s Revolution magazine. In Digital direct: You have to make your content useful, entertaining, or both (registration required) he makes the makes the point that:

“…brands need to create content that consumers value to earn the right to a relationship. …This means creating content that is either useful or entertaining. … People currently see web 2.0 as synonymous with ‘community creation’, but it is ‘content customisation and personalisation’ that is really at the heart of it. We will see a growing ‘unbundling‘ of services that are traditionally anchored to web sites, setting them free to be available anywhere at anytime.”