How the web is changing
The internet of the 1990s mainly consisted of static, information-based content, with a clear separation between the content provider and end user. Although exact definitions vary, 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.
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 the use of blogs, forums or social networking sites. Web 2.0 is far more about creating a community around your brand and conversing online with your customers - a 'web culture' that means greater interaction between you and your customer.
See our guide on how to identify and sell more to your most valuable customers.
How customers' online expectations are changing
Because of this growing web culture, customers are increasingly looking to engage with a business or brand online in multiple ways. They expect richer content - and a greater variety - including audio and video, blogs, online forums and social networking. Increasingly, customers 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 - see the page in this guide on legal implications and best practice when using social media.
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 an accessible 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. For more information, see our guide on PR: the basics.
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. For more information see our guide on maintaining your web content and technology.
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.