The web is changing

Initially the internet mainly consisted of static, information-based content, with a clear separation between the content provider and end user. The term Web 2.0 generally refers to providing richer content, based on collaboration and information sharing. Newer websites often encourage their end users to interact with the content they access and produce their own web content in response.

Web 2.0 could mean new opportunities for your business. Users can easily access the web at home, in the office or on their phone. Faster connections, new devices and new online applications have all helped to change the way people work, socialise and shop. Web 2.0 is the movement of the internet into these new frontiers.

It is now easier than ever for you to directly target customers with viral marketing campaigns, offer new online services or build brand awareness through blogs, forums or social networking sites. Web 2.0 is far more about creating a ‘web culture’ and a community around your brand and greater interaction between you and your customer.

How customers’ online expectations are changing
Due to the changes in the web landscape, customers are choosing to engage with a business or brand online in multiple ways. They expect richer content and a greater variety such as audio and video, blogs, online forums and social networking. Customers also want to build a relationship with the brand. This requires a two-way dialogue between the customer and the business.

Although this new web culture provides a richer customer experience, it also raises issues of how businesses use and manage these new technologies and personal data.
Web 2.0 and social media should be incorporated into your public relations (PR) strategy. PR means getting people to talk and think about your business in a positive way. Social media provides a platform for your customers to talk with each other. How you manage that platform and engage with what your customers are saying is an important part of your PR strategy. Think about what your customers would find engaging and strive to have “thought leadership” within your field.
This new web culture has also raised customer expectations. They now expect immediacy in their online interactions – where content is regularly updated and any comments they make are quickly replied to. This places new demands on how you manage your website.
There are more choices than ever before for customers online, so websites need to balance accessibility with richer and more engaging customer experiences using the variety of tools that are available. If you are looking for a web developer to help update your website have a look though our developer database to find the right developer for you.

Tags: changing internet landscape, PR, rich content, social media, video, Web 2.0, web developers