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The capabilities opened up by Web applications such as social-networking sites and the close integration of media in software is changing the face of consumer marketing, said Robert Bach, head of Microsoft's Entertainment and Devices division at Mix 07 (Microsoft's conference devoted to Web developers and designers.)

"The same technologies that are transforming the world of development are also changing the world of marketing," he said.

Here are some of the examples cited:

• Burger King created a game for the Xbox 360 that featured the Burger King character. The company said it sold 3.2 million games in a six-week period, helping build its brand among game users.

• The BBC is using Silverlight - a Flash challenger - to incorporate features common on video games and social-networking sites. The interface lets people discover and share different media types, including audio and video files from the BBC's Web site. The integration of this tool is aimed at attracting teenagers - a tough demographic for the BBC.

Take a look at your Internet marketing strategy - could you use some of the new Web 2.0 tools to socialize your content and reach new audiences?

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