The rise of web 2.0 and the sheer volume of user generated content and outlets [Facebook, Youtube etc.] has been leapt upon by 'savvy' marketers looking to surf the wave of interest and opportunity. For many this has been successful, but, like surfing, it has meant skimming the surface of content missing out on the actual context or meaning of the content.
Looking towards web 3.0, I believe it will not be as clearly defined as 2.0 [with its flag waving brands such as Facebook, Bebo, Myspace, Blogger etc.] but a more intrinsic attempt to understand the conversations being had and attempt to join them. There have been attempts to do this already, from a PR perspective, or pure 'buzz marketing' stance, but these have usually been restricted to one channel.
The difference that 3.0 will bring is that the benefit of this knowledge and understanding will not [or should not] be restricted to 'social media' but will start to form a thread that will define the whole of digital [and eventually offline] marketing campaigns.
From surfing and skimming 2.0, we will be swimming in 3.0. From Google to Goggles!
2 September 2008 by Jamie Riddell
Jamie is a regular writer and commentator in the UK trade press. You can see a list of all his articles here. One of the most experienced and innovative digital media strategists in the UK, jamie runs Digital Tomorrow Today an over the horizon digital consultancy.
Jamie is a regular writer and commentator in the UK trade press. You can see a list of all his articles here. One of the most experienced and innovative digital media strategists in the UK, jamie runs Digital Tomorrow Today an over the horizon digital consultancy.
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Comments
Surfing is cool, swimming is
not unless some other marketing hype comes along...
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