Danny Meadows-Klue's keynote to the Polish marketing industry explores how online marketing has changed, again. The technologies of the ‘Web 2.0’ generation of applications and services have big implications for internet advertising and how internet marketers work. They have triggered a massive wave of participative communities, online social networks, user generated content and social media that have changed the landscape marketers work in. To succeed in internet marketing there are challenges in thinking, structure and marketing processes that have to be overcome. What are the challenges? What are the key elements of Web 2.0 that matter most? What are the tips from our team here at Digital for marketers to approach Web 2.0 services the right way?