Think of Web 1.0 as just another marketing channel for slightly more targeted mass marketing. Think banner ads, flashing signs and brochure websites and squeeze pages shouting messages at whoever happened to land on that page. Web 1.0 was characterised by static one way communication between a computer and a person where the content was created by the business who wanted to communicate something. I don’t know about you but I’ve switched off looking at TV ads and actually rip out double page ads from magazines I want to keep. Reality is though that this kind of mass marketing does work. If you scream at enough people or in a different and unique way, someone somewhere at the exact time you scream might want what you are selling. It’s about 0.03% of people and it’s a numbers game.
Think of Web 2.0 in terms of niche marketing to communities of people who have similar interests who are not only stuck behind a pc but are mobile. Think sharing and creating relationships with like minded people through user generated content on social media, facebook, groups etc. Web 2.0 is characterised by two way communication where people having conversations some of which are about products, services and brand. Web 2.0 is like word of mouth marketing that you can actually see, track and to a certain extent control. Imagine the potential!. As a business you need to know what is being said about you – good and bad and participate in the conversations that are going on. Smart marketers are “seeding” conversations (that is they are starting or getting other people to start conversations about their products or brands or getting people to mention their products and brands as part of conversations).
Businesses now can and must have two way conversations online with customers and leads and need to build up relationships with prospects and service customers so that the virtual work of mouth can spread. If you think you are a really good business and you do have customers that love you, why not ask them to talk about you on their facebook page, tweet about you or write you a testimonial to post on you site. There is nothing like a personal recommendation to lower the barrier to purchase and this is where web 3.0 comes in.
Think of Web 3.0 in terms of individualised marketing communication that is seamless. Think of advertising messages that are targeted towards you personally exactly when you are ready to buy – for example you could walk down the street next to a blank wall at 3pm which has a sensor linked to your personal communications device that identifies you. An ad would appear of your favourite chocolate bar that the company knows you purchase and where the ad was of someone having a quick “chocolate moment to themselves” before going to pick up kids from school (as the ad system knows you have kids and that you don’t use your own credit card). Far fetched? I don’t think so – already sites like Amazon are tailoring what books they show us based on what we have purchased before. Last.fm play music that you request and builds up a repertoire of the type of music you like based on your feedback and plays other songs that are in the same genre and that are in other peoples playlist who have similar taste in music to you. If you have not used last.fm – sign up for a month and try it out – it is really fantastic. Go and view ted TV talk for more inspiration.
The Evolution of the web from the perspective of:
|Web 1.0||Mass Marketing||Being Seen, Being There Talking To Customers||Being Spoken To||Static at a PC|
|Web 2.0||Niche Marketing||Being Seen By The Right People at the right time Being talked to and talked about||Being Listened To||Portable and Wireless|
|Web 3.0||Personal Marketing||Semantic learning about what individual customers want over time and communicating with them only about those individual needs.||Being Heard||Seamless|
The Future Of The Web