Social media, blogging, podcasting, SEO and other technologies associated with Web 2.0 have made an undeniable rapid and encompassing shift in how marketing and public relations departments use media resources.
Web 2.0 was tagged as such in 2006. The 2.0 designation groups together all of those online technologies that allow a two-way communication or interaction between company and customer.
Thousands of people and companies have adopted and adapted to Web 2.0 while thousands of others are just now realizing the benefits and the need to implement.
With Web 3.0 on the horizon, there is no time like the present to make the transition.
Web 2.0 Landscape
Web 2.0 opened the doors or the web gates if you will to millions of users to start two-way communications with other online users – virtually turning Internet surfers into Internet users. Blogs, wikis, 24/7 news reporters, social networking have all contributed to people using the net for more than just research or shopping.
One person can take an item such as a video, podcast or a news headline of local interest and within hours turn it into a viral explosion by sending it around the world.
For marketers and public relations, Web 2.0 has transitioned both from using one way communication venues (direct mail, print, television and radio) to using two-way communications models where digital and mobile technologies provide mechanisms for feedback from customers.
In the book, Always On (, McGraw Hill), Christopher Vollmer and Geoffrey Precourt wrote “Marketers, media companies, and advertising agencies are already in the process of adjusting to this more consumer-focused world. Many are developing new models that are aimed at creating relevance, accountability, and interactivity. Many are adjusting their media mix to focus on two-way platforms.”
Search engine optimization, podcasting, video casting, link building and all of the current social networking technologies are vital components of all online marketing and public relations activities related to Web 2.0.
All of those technologies will flow into Web 3.0 with a few enhancements such as intelligent applications.
Web 3.0 Technologies
What are the tools of Web 3.0? At this writing, Web 3.0 is in the hypothesis stage but futurists define it as Web 2.0 reaching new maturing levels with the addition of a Semantic component that uses artificial intelligence.
According to Wikipedia.com, the Web will transform to a seamless whole with ubiquitous connectivity and will promote open technologies, open identities, the intelligent web, distributed databases and intelligent applications such as machine learning and reasoning.
Searching the net will include using multiple sentences, questions, or statements instead of using keywords or short phrases.
Getting There from Here
Artificial intelligence applications have been discussed for so many years that it feels as if that particular development will never touch the average computer user’s desktop.
When in reality, such advancements have gotten closer by the upgrade. Who would have predicted ten years ago that an Internet surfer could type in key phrases such as ‘Starbucks in Houston, Texas’ and get a list of every Starbucks location in Houston?
Is it so futuristic to believe that when an Internet user is on business in Houston with their laptop computer that when they open their computer a list of Starbucks locations will automatically land on the screen without any action prompted by the user beyond being in Houston and wanting a Starbucks coffee?
For marketers and public relations professionals, learning and implementing Web 2.0 now is the best way to prepare for what Web 3.0 delivers.