I totally agree with Jefri's idea about Web 2.0 application and its benefits. In regard to the improving technology, Web 2.0 application is developed from Web 1.0 application which is one-way communication and not allow web users to response or participate with the website and webmaster while the interactive feature of Web 2.0 encourages interactions between web surfers and organization. It is obviously seen that organizations have gained from Web 2.0 as a powerful analytical tool with lower cost. All responses can be interpreted and analyzed for a purpose of improving customer relationship, measuring the effectiveness of campaigns and developing the strategic plan to increase the traffic within the site.
Refer to the social media that Jefri has mentioned, I support the idea of using social media as a way to communicate with customers as it is one of the most powerful and effective low-cost channel to connect to customers which could lead to increased sales and also benefit owned media in the future, in terms of boosting traffic in website. Marketing managers can use social media platforms such as Facebook, Youtube or Instagram to promote and encourage the campaigns to be more effective. Doing buzz marketing which results in earned media like spreading word of mouth or doing viral marketing through these social media channels will turn to be an advantage of organization over competitors.