How can Web 2.0 help me achieve my business objectives? CRM (stakeholder relationship management) Web 2.0 has at its heart, an opening-up of the relationship between brand and consumer. This can have significant positive effects on the perception of the brand by the consumer and provide the brand with an insight into the consumer’s attitudes. Furthermore, intelligent use of “Web 2.0” applications can provide detailed behavioural feedback. Revenue Generation: Far from being a closed book, social networks provide a goldmine of largely untapped, loyal customers. With the correct approach, these loyal customers can generate significant revenues. Cost-Saving: The often fiercely viral nature of many Web 2.0 applications/websites ensures that significant audiences are reached at a fraction of the cost of more conventional advertising methods, improving online ROI. Brand-building: Through a combination of engagement with its audience and providing the tools to let that audience spread “the message”, a brand can achieve significant audience penetration and brand value awareness.