The article discusses how businesses need to adapt their marketing strategies to keep up with the changing environment. It introduces a framework called ANGELS for using Web 2.0 marketing tools effectively. The approach involves using techniques like viral marketing, social networking, and virtual worlds to maximize revenue and profitability. The key findings include case studies showing successful implementation of Web 2.0 marketing by various organizations, demonstrating the power of integrating new marketing strategies with traditional methods for global success.