The early web was fairly static with information sites and limited functionality, Web 2.0 offers much greater functionality and enables collaboration and interactivity via a very high level of user generated content.

Blogs, social networks, video sharing sites, wikis and online communities are all based on Web 2.0 functionality. This functionality provides much greater engagement with the consumer and forces companies to rethink the way they operate. The increased demand for information and the ability for consumers to talk to each other about you is driving this change.