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Make Some Noise

How web 2.0 tools can help you communicate with customers more effectively

The web has long been hailed as the next great marketing frontier for entrepreneurs. But even with the best Web site, it's tough for little-known companies to attract online visitors. Sure, pay-per-click campaigns and search engine optimization strategies are a start, but they won't do much to help you find the customer who isn't aware he needs your product or service.

That's where a whole host of new technologies comes in. These low-cost marketing and communications tools let you reach customers and clients across the Web—in many cases, even those who don't know they're looking for you. The idea is to transform a static Web site into a constantly evolving experience, better engaging customers with audio, video, photos, and even community-generated content.