In recent years, the internet has evolved from something that users simply read, to a collaborative environment where users can actively shape web content and drive trends.

This new online environment generally comes under the term Web 2.0, although an exact definition of the term has never quite been agreed upon.

The new collaborative web means that everyone can now create their own web content through social networking websites and media sharing sites such as YouTube and Flickr. This new technology also means that content isn't just limited to writing. Video, audio, and animations are all widely used in the collaborative internet.

While the most popular collaborative websites are user driven, online marketers are increasingly finding ways to increase exposure to their products in the Web 2.0 environment.