Marketing buzzwords and catchphrases that make me cringe:

1. Outside the Box
2. Synergize/Synergy/Synergistic
3. Low-Hanging Fruit
4. The Big Idea
5. Cut Through the Clutter
6. Monetize
7. Organic Growth
8. Integrated Solutions
9. Commodify/Commoditize
10. Unique Value

The latest word to join the list? Web 2.0.

Companies are diving into 2.0-style efforts without really understanding how to make them work. And without a strategic marketing plan and resources dedicated to implementation, these dives are quickly turning into money-burning belly-flops.

Being a relevant part of the “conversation” that so defines Web 2.0 doesn’t just mean launching a blog and updating it when you have some spare time. You can’t just create some randomly messaged wacky video, pop it up on YouTube, and expect new business to come rolling in. Web 2.0 tools don’t come with some sort of “if you build it, they will come” guarantee.

As beautifully broken down in Rob Rose’s recent iMedia Connection piece:

…many of these new technologies can indeed take our online marketing efforts to the next level. And our customers are going to come to expect these capabilities from us in the near term.

But, just as important is our ability to deliver on the promise of Web 2.0. Don’t forget the overarching lessons of Web 1.0 circa 1997 to 2000: Don’t build technology just because you can…

So before your company takes the Web 2.0 plunge, make sure you know what you’re diving in to–and know how to swim once you’re in it. Take the time to develop the kind of comprehensive, integrated strategic marketing and implementation plan that’ll enable your effort to pull off a proverbial Triple Lindy.