Tips for success in a Web 2.0 world
Web 2.0 has been described as "lots of video," "cool user interfaces that use javascript," "social networking," "word of mouth." Google, YouTube, MySpace, Facebook, etc. have been used as examples, as have countless other companies and terms, correctly or incorrectly. But what really is the essence of this new wave of websites rising from the ashes of the first web implosion? And what are the implications for advertising and marketing? Web 2.0 versus Web 1.0
Web 1.0 was about the tools which made getting information online easier -- HTML, website creation software, standards, internet connections, etc. This led to an explosion of information online and generated the estimated several hundred billion web pages online today. Web 2.0 is about organizing, filtering and prioritizing the vast amounts of information so that the information becomes more useful, timely, and relevant. Web 2.0 was born out of necessity in the current "age of too much information." It also has profound implications for advertising since advertising messages are part of the clutter and people have accustomed themselves to tuning everything out until such time they are interested in researching something for themselves. Modern users' high expectations
Web 2.0 sites, which include Google, YouTube, Facebook, etc., have collectively set extremely high expectations among users. These "modern users" are impatient -- they want their information right now; they are intolerant -- if a site disappoints or frustrates them, they won't come back, and they are vocal -- they tell their friends about good sites and about bad ones too. In their quest to cut through the clutter and find the information they want, they demand speed, collaboration, and trust. Implications for modern advertising and marketing
The diverse sites of the Web 2.0 landscape have set an extreme bar of expectations among modern users -- i.e. consumers. This fact has profound implications for advertisers and marketers who are fighting for these consumers' attention (to sell them something) in this "age of too much information." Advertisers must therefore satisfy the three key dimensions of modern users' high expectations: Notable quotables
Chris Anderson: "Users are seeking more specialized and less generic products -- the "long tail" of retail -- and they are going online in this quest. The beauty of this is that we can observe what they value, what excites them, and what they talk about." Malcolm Gladwell: "There are enough technologies, services, communities and information online that we have passed an important tipping point in the age of information -- the shift of power from advertisers to consumers. A single user post on Consumerist.com got amplified to the point that a telecommunications giant publicly announced the removal of an anti-customer clause in their terms and conditions." Seth Godin: "Consumers are empowered with information, technologies, services and peers to tune out all 'interruption media' until such time they want something; and, even then, they get their information not from traditional advertising and marketing messages, but rather from trusted sources who act as filters that help them cut through the 'noise.'" Esther Dyson: "Modern users are getting ever more cognizant and savvy about their personal information and who has access to it and how it is used. While traditional advertising pushed the boundaries of privacy in its quest for more information in order to do better targeting, trust and privacy are paramount to the modern user. In the next evolution of advertising, who will be able to achieve perfect targeting (to the level of the individual) while respecting and protecting that individual's privacy?" Dr. Augustine Fou is SVP, digital strategist at MRM Worldwide.