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As the Internet has become an increasingly central element of daily life, marketers have scrambled to adapt their methods to this new medium. While early online marketing efforts consisted primarily of repackaged print materials, the rise of Web 2.0 sites with their increasingly interactive experiences has forced marketers to broaden their offerings in order to remain relevant. This analysis considers the broad dimensions of the new online marketing landscape. It assesses the major Web 2.0 sites and evaluates their current scope and reach, concluding that firms utilizing Web 2.0 tools for marketing purposes must insure consistency across their various sites, invest adequate resources to provide prompt service, and recognize that customer expectations for such service will continue to rise for the foreseeable future.

Marketing And The Rise Of Web 2.0: Expanding Opportunity, Increasing Challenge