Center for European Advanced Esthetics

• One Web strategy does not fit all, and sometimes the best way to find out what's best for a given company is to try some things out and see what happens.

  Blogs, wikis and online communities are among the tools that companies are most commonly using for marketing, but there are other ways to reach consumers 

A New Approach: Marketing these days is more about building a two-way relationship with consumers. Web 2.0 tools are a powerful way to do that.

The Pioneers: A growing number of companies are learning how to collaborate with consumers online on product development, service enhancement and promotion.

The Lessons: From these early efforts, a set of marketing principles have emerged. Among them: get consumers involved in all aspects of marketing, listen to and join the online conversation about your products outside your site, and give the consumers you work with plenty of leeway to express their opinions.