Collaboration among users is essential as it is no longer a passive audience that is receiving messages. Users today are engaged and actively seeking out their needs and wants. The Booz Allen Hamilton survey recommends that “corporations must be aware of what is taking place on the Internet and in social media spaces like MySpace, Wikipedia and Second Life.”
Web 2.0 isn’t changing the rules of marketing; its users are merely demanding that marketers think a little harder if they want their attention. As companies embrace new ways of attracting customers, especially those under 24, they will learn that life outside the box isn’t so bad; it may actually be kind of fun.