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The emerging social media vehicle is the name given to those technologies which has made the web more user focussed and allows for more interaction among them and thus creating newer opportunities for all internet users ,companies and hosting platforms.For users it means increased connectivity to user groups of their choice while for companies it has emerged as an important marketing and recruitment tool while for webhosting or searchengine based companies it means more revenue potential.

1.Blogs or Weblogs are online journals or diaries hosted on a Web site. A blog may be hosted through a website maintained by an individual, with regular entries of commentary, descriptions of events, or other material such as graphics or video. Most popular blogs are those relating to commentary or news on a particular subject. A typical blog combines text, images, and links to other blogs, web pages , and other media related to its topic.The ability for readers to leave comments in an interactive format is an important part of many blogs.Blogs may be textual although they may be based on art (artlog),photoblog, sketchblog, video ,MP3 blog), podcast are part of a wider network of social media. Micro-blogging is another type of blogging which consists of blogs with very short posts.

2.Online games:these games include both games played on dedicated game consoles that can be networked and multiplayer games, which involve thousands of people who interact simultaneously through personal avatars in online worlds that exist independently of any single player’s activity.

3Podcasts:Podcasts are audio or video recordings,a multimedia form of a blog or other content. A podcast is thus a series of digital-media files which are distributed over the Internet using syndication feeds for playback on portable media players and computers.Though podcasters' web sites may also offer direct download or streaming of their content, a podcast is distinguished from other digital media formats by its ability to be syndicated, subscribed to, and downloaded automatically when new content is added, using an aggregator such as iTune or feed reader capable of reading feed formats such as RSS or Atom.

4.Social networks:social networking sites allow members of specific sites to learn about other members’ skills, talents, knowledge, or preferences.Commercial examples include Facebook and MySpace. Some companies use such systems internally to help identify experts.

Thus a social network service focuses on building online communities of people who share interests and activities, or who are interested in exploring the interests and activities of others. Most social network services are web based and provide a variety of ways for users to interact, such as e-mail and instant messaging services and videos.

5.Virtual worlds:These virtual words such as Second Life, are highly social, three-dimensional online environments shaped by users who interact with and receive instant feedback from other users through the use of avatars.

6.Web services:these are software systems that make it easier for different systems to communicate with each other automatically to pass information or conduct transactions. A retailer and supplier, for example, might use Web services to communicate over the public Internet and automatically update each other’s inventory systems.

7.Widgets: are programs that allow access from users’ desktops to Web-based content. A web widget is a portable chunk of code that can be installed and executed within any separate HTML-based web page by an end user without requiring additional compilation.Generally widgets are third party originated, though they can be home made. Widgets are also known as modules, snippets, and plug-ins.

                     

With PC penetration growing rapidly across the world and the globalising markets the companies are increasingly using new digital tools ranging from Web sites to wikis extensively for customer service.,product development and advertising online.

Online advertisement is considered a necessary medium for brand building and direct response.In companies marketing strategies the internet has become an essential medium and they are moving online across the spectrum of marketing activities, from building awareness to after-sales service and using the Web to reach customers throughout the decision-making process.

Besides the established online tools such as e-mail, information-rich Web sites, and display advertising there is considerable effort by companies to use interactive and collaborative technologies called Web 2.0 for advertising, product development, and customer service.

These new web 2.0 technologies can be categorised as blogs ,wikis ,podcasts,social networking ,virtual worldsand widgets.

The spending on digital advertising seems set to increase significantly. Today a third of the companies that advertise online are already spending more than 10 percent of their advertising budgets there. The most digital companies also are more prone to use the full range of marketing activities also use the full range of online advertising vehicles more actively such as video ads, branded sponsorships, blogs, and social networking.

The new trends reflects some changes in consumer behaviour as well.As more and more people use the Web,instead of books, the yellow pages, libraries, car dealers, department stores, or real-estate agents,to search for information,they often become aware of new products and compare prices through the internet and not directly.Thus more and more analysts agree that Web will play a role in the first two stages of the consumer decision-making process,product awareness and information gathering,for a sizable majority of all consumers.he expectation that most consumers will seek out new products online may be a factor in the plans of companies to increase spending significantly on several digital-advertising tools they see as most useful in building brands.

The online medium has become a new tool for the marketers .Online tools help them meet their goals throughout the customer decision-making process. Search advertisements and online ads ads are almost equally useful in brand building.