Marketing and brands are relationships between consumers and products, and relationship building is a two-way conversation. It is not the one-to-many broadcast commercial that defines a customer's relationship with a brand. Rather, it's the more informal -- often personal -- interactions with a product or company that result in long-term brand engagement. Technology, specifically the social web, has transformed marketers' ability to run lower cost, targeted marketing campaigns with measurable return on investment. The result is a new category of marketing: social marketing.