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Web 2.0 refers to a worldwide web which is regarded as an interactive platform characterised by increased user participation.
It is not a second version of the Internet and includes limited technological advancement. Its core differentiation from Web 1.0 is
in its application. It is for all intents and purposes an observation of user behaviour and a theory which postulates that unlike
Web 1.0, Web 2.0 includes more content producers, a greater degree of sharing and increased user interaction.
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Origins of Web 2.0
The concept gained popularity shortly after the first O'Reilly Media Web 2.0 Conference in 2004. Tim O'Reilly in "What is
Web 2.0", 09/30/2005, states:
"The concept of "Web 2.0" began with a conference brainstorming session between O'Reilly and MediaLive International.
Dale Dougherty, web pioneer and O'Reilly VP, noted that far from having "crashed", the web was more important than ever,
with exciting new applications and sites popping up with surprising regularity. What's more, the companies that had survived
the collapse seemed to have some things in common. Could it be that the dot-com collapse marked some kind of turning point for
the web, such that a call to action such as "Web 2.0" might make sense? We agreed that it did, and so the Web 2.0 Conference was born."
The concept has since that time has been shrouded by controversy and heavily debated. It has been dubbed a "marketing
buzzword" and "meaningless hype". It is however clear that the concept of Web 2.0 has stood up to criticism and it is fair
to say that the essence of Web 2.0 lingers.
The web as a platform – a plausible trend
If Web 2.0 proposed a new generation of web behaviour, one in which the web would be used as a platform with a greater
level of interactivity then it is evident that this has been the case. The popularity of blogs, wikis and social networking
sites lend credence to this assertion.
User Expectations
As a result of the move to Web 2.0 users have come to expect a higher level of engagement from websites. Website visitors
are no longer satisfied with websites information alone, they have come to anticipate added functionality. Sophisticated users
enjoy the opportunity to provide their opinions and thoughts, as well as the ability to share information, tools and other web
based products. As users become more web savvy, making meaningful contributions and settling into their roles as content
providers and opinion makers, a new marketing opportunity is presented.
Web 2.0 and Viral Marketing
The Internet has come to be used as a social media network, in which information, thoughts, opinions, ideas, tools and
pictures are shared. Viral Marketing is a form of promotion which takes advantage of this tendency to share valuable data
online. By providing valuable information in a "share-friendly" format, marketers enjoy promotion through social dissemination
networks. The interactive nature of Web 2.0 has bred sophisticated users and is thus the driving force behind viral marketing.
Internet Marketers Take Note
Don't underestimate website users:
Don't underestimate your user's requirements. Do not fall short in providing website users with the engagement they have
come to expect from the Internet.
Invite Dialogue:
Invite dialogue from visitor's to your website, clients and potential clients. Don't miss this excellent opportunity for client feedback.
Create Value:
Create value in every possible way. Try to provide interactive services, tools and information to your websites users.
Build in share-ability at every opportunity:
Ensure that tools, newsletters, information and promotions are easily shared by including forwarding options.
These and other measures will ensure that users enjoy visiting your website, will leave satisfied, recommend it to their
friends and return for more. This in turn will mean more exposure, greater client satisfaction and ultimately better return
on investment.
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The era of Web 2.0 will see increasing levels of interactivity, larger amounts of content (it is already estimated that
1 terabyte of information is added to the Internet per day) and a greater degree of sharing between and amongst users. It is
a marketer's task to be aware of these trends and adjust Internet marketing strategies accordingly.
You can count on iLead Online to keep abreast of Internet marketing developments. They are committed to the monitoring
and reporting of relevant trends in order to keep their clients informed, in touch and in control.
