The Secrets of Marketing in a Web 2.0 World

[Commentary] Consumers are flocking to blogs, social-networking sites and virtual worlds. And they are leaving a lot of marketers behind. the authors offer these principles: 1) Don't just talk at consumers -- work with them throughout the marketing process. 2) Give consumers a reason to participate. 3) Listen to -- and join -- the conversation outside your site. 4) Resist the temptation to sell, sell, sell. 5) Don't control, let it go. 6) Find a 'marketing technopologist.' 7) Embrace experimentation.