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As online marketing moves from a static content approach to the more vibrant world of Web 2.0 marketing, the code driving these dynamic marketing engines is becoming more and more complex.  As the code evolves, the development practices used to create it must evolve as well.  In order to reduce lifetime costs, maintenance must be taken into account from the very beginning.  The solution is a paradigm shift in the way web applications are viewed in the marketing world.  A Web 2.0 application is not just a web site.  It is a true software application, and should be treated as such.  This includes applying the same tried and true design techniques and patterns proven to reduce lifetime costs in software development outside the web application world.

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