The principal advantage of Web 2.0 is that it allows businesses to collect user information and then turn around and augment their offerings as an offshoot of ordinary application use.

The idea behind these Web 2.0 marketing and communication tools is to revamp a static web site into a continuously evolving experience, where customers are better connected with video, audio and photos as well as community generated content. As technology becomes increasingly more networked and interrelated, the possibility of a personalized media that is always on and always connected is rapidly becoming a reality.

This is a real advantage for online marketers who now have easy access to a multitude of new technologies that enable them to reach clients and customers virtually anywhere around the world.