The Secrets of Marketing in a Web 2.0 World†

Consumers are flocking to blogs, social-networking sites and virtual worlds. And they are leaving a lot of marketers behind.

Wall Street Journal, December 15, 2008 — For marketers, Web 2.0 offers a remarkable new opportunity to engage consumers.

If only they knew how to do it.

That's where this article aims to help. We interviewed more than 30 executives and managers in both large and small organizations that are at the forefront of experimenting with Web 2.0 tools. From those conversations and further research, we identified a set of emerging principles for marketing.