What is Vapor Marketing

The diffusion of a Web 2.0 product or services is, unlike to traditional consumer or industrial goods, not only based on purchase. Full acceptance of Web 2.0 platforms occurs by recurring utilization. The chapter focuses on diffusion characteristics of this innovative category of ICT products and provides management concepts for competition. The concept of critical mass is applied to different growth scenarios. Additional success factors are discussed. Particularly the permanent supervision of a platform regarding its compliance with qualitative, as well as ethical and legal standards is of great importance. Adjustments to external market conditions, proactive management, and a bilateral marketing approach are a key to lasting success within the Net Economy. Markets are never settled, due to the ever changing and oscillating conditions. The chapter shows that there is always a chance to capture a market or at least to grow against competition in a Web 2.0 setting.