http://adage.com/cmostrategy/article?article_id=118958

For those who work in marketing or advertising, this is cool. For those who don't, this will be all dorky.

Quick take away:
Web 1.0 brought information access to the masses. With Web 2.0, customers and companies are more transparent than ever before. Online brochures, blogging as pitchman and posing won't work in Web 2.0. When a company starts acting and posing like the demographic it wants to sell to, it's downright alarming.

Still, marketers fail to remember what it takes to excel in the online space: customization, co-creation, use of influencers and personalization.