Google helps Web 2.0 companies achieve success and have a large impact on the business at the enterprise level using a variety of Web 2.0 tools. These tools are a new breed of enterprise software services that empower businesses to make smarter business decisions in the online and offline worlds. Many of these products are free and can help Web 2.0 sites go beyond today’s traditional approach that separates online from offline marketing.

Three main areas are affected by these new trends and technologies. First, today’s integrated marketing approach must encompass both offline and online media because yesterday’s marketing tools are not enough to understand how users interact with your brand, your products, and your online presence.

Second, increased accountability is more important than ever – analytics is essential in understanding and measuring success at the intersection of your online and offline worlds.

Third, by creating a testing environment, businesses can more fully understand the impact of experimental projects related to brand awareness or direct marketing, enabling a more efficient marketplace that best delivers results for your business.

During this talk we’ll provide real-world examples that support each trend (e.g., leveraging mobile devices, reaching local customers, using video for brand lift, measuring impact of offline media, etc.).