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BT_Insight

What do you know about Web 2.0?

October 09, 2008

Posted by: Mike Della Porta in Online

Many have heard the phrase “Web 2.0”, but do you know what it means?  Is it a new version of the web?  Is it something you can download?  Is it The Matrix?

The truth is Web 2.0 is a term meant to generally describe the evolving trends, ideas and technology that influence how users interact with content and each other on the web.  It encompasses many things including blogs, rich media experiences, wikis and file sharing networks.  It is user generated video on YouTube and social networking sites like MySpace.  It is product reviews posted by users on Amazon and seller reputations on eBay.

It’s the idea that the web is not just a one way channel but instead, a public forum where users can interact and participate. 

Web 2.0 presents both great opportunities and challenges for marketers.  Embracing Web 2.0 means relinquishing control of your brand, content and information to an extent and encouraging users (your customers) to interact with you and others in more meaningful ways. 

Think of a message board where users can post comments about products and services or any topic for that matter.  Communication like this will yield both positive and negative feedback for all to see which in turn, will impact the feedback and decision making of others.  An Organization must be confident that their brand can persist in such an open and decentralized environment. 

Marketers and media professionals are tasked with identifying the right creative, media placements and tactics to exploit the concept of Web 2.0 in order to communicate with audiences that increasingly strive to consume entertainment and information on their own terms.  If executed correctly, the results can create deep and meaningful relationships with your customers who could become your most devoted advocates.