0 vernacular) that bring insights into the company's product lines would be of significant value to both customers and prospects. In addition, the use of Real Simple Syndication (RSS) for publishing news from the company would also be very valuable for supporting online marketing strategies. The online marketing strategy also needs to include extensive use Google AdWords which can significantly increase the company's performance in that search engines' performance. Columbus (2006) specifically defines the strategies necessary for ensuring Google AdWords is a highly effective online strategy. The integration of all these elements to create a cohesive online marketing strategy for Lockheed Martin to attract prospects and keep existing customers continually interested in what the company is pursuing as product, service and support strategies. Reference:

Columbus (2006) - Trekking AdWords' Last Mile. CRMBuyer.com. Accessed from the Internet on October 11, 2007:

http://www.crmbuyer.com/story/49643.html

Appendix:

Appnedix a. WEB 2.0 APPLICATIONS

Application Blogs

Description • Online diary or journal entry on the Internet, which primarily supports text, photo (photoblog), video (vlog), and audio (podcast) formats • Google, AOL, and Yahoo offer free blogging platforms

Mashup

Web service that gathers related content from more than one source • IBM's mashup applications enable project managers to match team resources with a map to identify the geographical locations of the resources

Peer-to-Peer Networking technique for effectively sharing...

ng music, audio, and text files • Napster and Gnutella are popular peer-to-peer networks
Real Simple Syndication (RSS)

Feed-based technology that, with the aid of an RSS reader, enables users to subscribe to newly released content such as text, Web pages, sound files, photos, and video • RSS feed may contain the full content, for example a podcast, or simply a link to the content

Social Media

Encompasses all online tools (blogs, podcasts, Wikis, social networks, blogs) and Web sites enabling people to share content, such as text, audio, picture s, and videos • Popular social media sites include YouTube (video) and Flickr (photos)

Social Networking

Web sites that permit users to create online networks and communicate with friends and colleagues • Social networking sites include MySpace, Friendster, Facebook, and Friends Reunited, and business networking sites include LinkedIn and Ryze

Tagging

Allows users to bookmark or rate online content to share their recommendations with other online users • Typically used by publishers of media sites attempting to benefit from users' recommendations • Popularized by sites such as Digg and del.icio.us, which enable users to publish, categorize, and share their bookmarks

Wikis

Enables users to create and edit the content of a Web site, leveraging the expertise of online users • Consumer Wikis enable users to comment on content, in addition to editing content • Wikipedia, a community Wiki encyclopedia, includes approximately 1.3 million English-language articles