By disrupting the habits and modes of conducting business, the Web 2.0 has also
changed marketing rules. The marriage of marketing with Web 2.0 technologies gave
birth to a new generation of marketing concepts emerged thanks to the Internet era. It is
a new direction towards more participation, cooperation and delegation of power to
consumers.
Extending the principles of the Web 2.0 has emphasized the importance of marketing for
both businesses and consumers. The first expected effect of the adoption of this new
trend in marketing is to improve communication and facilitate sales by rendering the
relationship with the customer more concrete. The valuation of individuals and the
reconsideration of their role are then essential.
Therefore, it is inevitable for companies to consider the new features of the Web 2.0 in
their marketing approach. In addition, the increasing expansion of Web 2.0 technologies
requires changing marketing tools, either in terms of education or in terms of consumer
behaviour analysis by promoting the qualitative and ethnographic dimensions of
customers . With these new study methods combining qualitative and
quantitative approaches, companies should change their attitudes and shift from
questioning to listening . However, the road to take is still
very long, full of obstacles mainly that in the future the Web 3.0 will appear as the new
Web generation.