Evolution of the Web How has the user experience changed as the web developed fr

Question

Evolution of the Web

How has the user experience changed as the web developed from 1.0 to 2.0? If you put yourself in the

role of a marketing manager, what are the positives and negatives of Web 2.0? In light of that response,

what do you have to do to prepare your company’s marketing efforts for Web 2.0? Why is it important

to integrate these efforts into “traditional marketing?” How might you do to create this integration?

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Explanation / Answer

Web 1.0 was mostly a one way transactions. At the beginning phase of internet’s popularity or web 1.0 the servers used to serve various files (html and php) to the clients (computers). While there were a few transactions that used to take place, the overall capability of internet was pretty limited. User experience at that point was mainly focused on beautifying the website and serving various information.

Web 2.0 revamped how people use and view user experience. The websites moved from static pages to more dynamic approach and there have been increase of web applications. Web 2.0 has also seen rise of virtualization of systems and applications as a result today we are capable of running full-fledged applications on the web. For example, during web 1.0 the only way to edit documents would be to use an application like MS Office. However, with the advent of web 2.0 now we can do the same operations on Google Docs.

These kind of evolutions have resulted in consumer expectation of higher capabilities on the web.

As a marketing manager, there are several positives and negatives about web 2.0. Some of the positives are

However, it is not only good news with web 2.0. There are several drawbacks that have sprung up with the new web. Some of them are

In order to prepare our company’s marketing efforts to leverage web 2.0 the following steps needs to be taken

It is important to integrate the online marketing effort to traditional marketing because of the following reasons

In addition to all these benefits, the online marketing currently forms a supplementary portion of traditional marketing. The traditional marketing methods are still very effective but the online marketing helps in gaining various pin point data on customers, user behaviors, demographics and more. These factors help in improving the traditional marketing. Due to their complementary nature, the online marketing efforts must be integrated into traditional marketing.

Some of the integration steps that could help in combining traditional and online marketing are

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