During the past 10 years, marketing has been under pressure to evolve as "unofficial" information about products and services on the Internet has increasingly eclipsed the message of traditional advertising. Empowered by the Internet, a new player has emerged to influence the buying behavior of customers — the webmaven. 

Webmavens can use the Internet to reach a rapidly growing audience for their accounts of their experiences with products and services. This article, which also appeared in Strategy & Leadership magazine Vol. 34 No. 3, examines new opportunities in high-tech marketing. Read the full article in the attached PDF.