Resumen:
Ever since the birth of web 2.0, consumer-controlled, Internet-based technologies, such as blogs, social networking sites, and wikis, have been forcing firms to reconsider their marketing strategies. First, as many studies have shown, younger consumers watch less television as other screens compete for their attention, leading to substantially lower advertising elasticities over time. Second, people are more willing to express negative opinions of brands, because web 2.0 provides them with mechanisms for self-expression and establishes sufficient critical mass to attract firms' attention to their problems. The widely publicized conflict between Dave Carroll and United Airlines and the videos of bicyclists destroying Kryptonite locks help illustrate the extent to which consumers' dissatisfaction can damage brands. Third, on the other side of the coin, firms can attain some unique benefits from the web 2.0 phenomenon. For example, viral marketing offers a form of communication and distribution that relies on customers to transmit digital messages or products through their electronic devices to other consumers. With good viral marketing, marketers get customers and potential consumers do their job for them
