Digital Themes

Web 2.0

What is Web 2.0?

Web 2.0 is the second wave of World Wide Web development, marked by the rise in social media and user-generated content, and the transition of web pages from static to dynamic. The term Web 2.0 does not denote upgraded content or improved technology, but rather a shift in the way the internet is now used. This shift is characterized by a new level of connectivity through social media and a surge of information sharing.

Web 2.0 refers to this version of the internet that is user-friendly and accessible 24/7. While previously, websites were available for viewing at any time, this version involves support, collaboration, discussions, and all possibilities for interaction 24/7. Web 2.0 technologies help corporations maintain connections with employees and between employees, encouraging participation and collaboration from any department, anywhere in the world. Connecting with customers has also never been easier, with improved, interactive communication options.

This shift signals the desire for "online communities" and the need for people to feel connected through the internet. Blogs, social networking, and web 2.0 applications all enable the public to become content creators and contribute thoughts, ideas, theories, and suggestions to the internet. While people were passive viewers of online content in the first iteration of the internet (Web 1.0), they are now active participants in what is seen and shared. Social media sites, blog sites, and Wikipedia are all examples of new Web 2.0 sites, encouraging users to create and publish their own content.

The next iteration of the World Wide Web will be Web 3.0, with many speculating that it will be referred to as the intelligent web or the semantic web. This semantic web is expected to be customized to each user, with greater intuitive technologies.

What are the benefits of Web 2.0 technologies for your business?

  • Improved connectivity encourages interdepartmental communication, increasing collaboration and greater information sharing, ultimately enhancing product knowledge across the company.

  • Additional options to connect with suppliers and customers lead to fewer errors in communication and orders, and a better overall experience for your customers. Response time for service issues or order status is quicker when travel time and static messages are eliminated. 

  • Social media and public forums allow access to previously untapped information, such as customer perceptions, prospect information, competitor perception, customer values, and new trends. Viewing feeds in real-time and tapping into hashtags and trending topics are ways a company can harness these applications and use them to form lasting connections with their customers.

  • The influx of free web applications such as Facebook and Wikipedia allows companies to communicate more often with their customers, and respond quickly to complaints and service issues.

  • Interactive, dynamic websites encourage viewers to linger, allowing for more information to be gathered as well as communicated. Time spent on a web page and the impact (e.g. sale or service request) can both be measured, analyzed, and adjusted for improvement.
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