A lot of the discussion about the so-called new wave of “Web 2.0” has centred around technology. But what effect is this new era going to have on marketing? “Web 2.0” as a phrase first appeared in the title of an O’Reilly conference in 2004. It was obviously boosterish, and took advanatge of the new wave of web companies doing strange new things with RSS and the like. Web 2.0