26 Jul 2010
The world of advertising is changing and it's changing at a remarkable pace. Online advertising is gaining more acceptances and penetrating deeper into the stronghold territories of legacy marketing techniques. At the helm of this change, is the revolution called Web 2.0 which is redefining the internet and World Wide Web for good.
While I personally believe that billboards, print and TV are still good mediums for advertising, however there is a strong need to supplement these media with a more ubiquitous advertising channels.
What is Web 2.0 All About?
Web 2.0 is built on the founding principle of providing users with an enriching experience – a phenomenon that most advertisers can easily relate to. User generated dynamic content is the key. The internet is changing and so are consumers and consumer behavior. Customers have become smarter and they will settle for nothing less than an awesome web-based experience.
Web 2.0 injects fresh life into the otherwise stale internet. The internet has always been a global medium with massive potential – it's just that the legacy World Wide Web wasn't good enough to explore its full potential. However, Web 2.0 and Rich Internet Applications (RIA) are all set to take the world of advertising by storm.
Digital Ad Platforms
Digital ad platforms have become an inseparable part of our daily online routines. Be it Google AdSense or any other online advertising platform, Web 2.0 applications are paving the way for an unforeseen class of innovative advertising campaigns. Plug-in the ever-effective social media networks and the right pinch of SEO and you are all set to create the next bestseller advertising campaign.
Web 2.0 based platforms have transformed the internet into a multi-faceted communication tool where customers and businesses interact with each other in a dynamic environment. Further, Digital Ad platforms are far more advanced in terms of performance tracking. While it's a mountainous task to measure the effectiveness of traditional advertising campaigns, it's a piece of cake in Web 2.0-based advertising.
Mobile Internet
Nearly one out of every four users now uses a smartphone instead of a computer to access the web. The smartphone revolution has taken the popularity of mobile internet to unprecedented heights. Web 2.0 pays a lot of emphasis on designing websites and enterprise applications so that they can be equally easily used over a smartphone and a computer.
Be it a smartphone, desktop or a netbook, the medium itself is becoming less distinguishable.
User Generated Media
While the static Web emphasizes business-generated content, Web 2.0 takes an altogether different approach and focuses on user generated content. The term User Generated Media is gaining more acceptance and advertisers realize that "Content is king and Consumers are the king makers".
Participation of audience is crucial for any advertising campaign and there's no better advocate for greater user participation than Web 2.0. Further, most users love interactivity as opposed to monologues while making a purchase. Web 2.0 is all about interactivity and getting the customer engaged in a meaningful manner.
IMO, Web 2.0 will redefine the future of advertising for good. However, I do not believe that Web 2.0 will replace the time-tested conventional advertising techniques. Web 2.0 is a wonderful supplement to traditional advertising media and makes it more powerful than ever.
A popular marketing mantra says, Go where the eyeballs are, where the customers are – and there's virtually no doubt where the customers are – The Web (2.0) bandwagon!
http://smedio.com/2010/07/26/the-future-of-advertising-in-a-web-2-0-world
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