The introduction, spread and ubiquitous Internet has not only transformed the business, but also changed the relationship between business and customer. Recent advances in technology have helped to extend these relationships in an interactive level where technology contributes to brand building by establishing and maintaining long-term relationships with customers. Media fragmentation and indifference to customers traditional marketing tools forcing marketers to look for new opportunities, so that marketing messages are not only attracted the attention of customers, but also trying to engage them in the company. This paper reviews the blogs in the context of this new, stronger relationships with customers. Blogs are discussed in the framework of Web 2.0, the next generation Internet, which consists of user-generated content and social networking. Use of blogs by several companies as a tool to better engage clients in the creation, delivery, and distribution of advertisements also demonstrated. "Hide
by Tanuja Singh, Lisa Veron-Jackson, Joe Cullinan Source: Business Horizons 12 pages. Publication Date: July 15, 2008. Prod. #: BH281-PDF-ENG
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