By: Braeden Mincher, Social Media Manager
Every day there seems to be a new type of interactive media site. With technology advancing and innovations coming out left and right, it’s out with the old media and in with the new.
Web 2.0 is the second stage in the development of the World Wide Web. What this means is that new interactive technology shifted power of media from publishers to consumers. This new type of media enhances creativity, information sharing and collaboration along its users.
Since people are interacting online with popular social media sites, it’s hard to distinguish between interpersonal communication and mass communication. Examples of these sites include: Facebook, YouTube, Twitter and other interactive brand websites.
Before Web 2.0, Web 1.0 was a two way, simple communication path. It was a two-way street that connected a consumer to content that used feedback and transaction in order to receive information.
With Web 2.0, content that is viewed is now more interpersonal. The two-way street is now a circle that revolves around multiple consumers that interact, contribute and hold conversations about the content that they share.
There are many features that compose Web 2.0; one of those features is that it now creates a “pull” environment instead of a “push”. Websites are the key ingredient to establish brand equity. Web designers and TV advertisers are more creative than ever using features to keep the consumer on their site or tuned in to their commercial longer. This is smart because the longer you stay on a website, the more of an impression you will have on the brand. The greater the brand impression, the greater likelihood that you will gain knowledge, create an attitude about the brand and engage in the behaviors the brand has intended for you.
There are five features brands use in Web 2.0 that amplify consumer engagement:
Creating feature entertainment – Advertising that entertains the consumer, “advertainment” People persuade themselves by immersing in persuasive narratives. An example of this would be commercials that tell a story, this keeps the viewer tuned in.
Website as a lifestyle- This creates an environment in which a brand or product is presented within the context of a certain lifestyle. Familiar with the Dosequis most interesting man? He creates a lifestyle of Dosequis that is adventurous and fascinating.
Hyperlinks within emails- These links can lead the consumer to more information about something that sparked their interest. This is also a good tool to generate the richest form of advertising, word-of-mouth.
Gamification- This is the use of game thinking and game mechanics in a non-game context in order to engage users. Brand websites use this tool to keep consumers on their page longer. Gamification influences people’s natural desires for competition, achievement and self-status. With the growth of mobile devices, gamification has exponentially grown.
Media convergence- This combines old media and new media to create a new interactive experience while taking advantage of the growth of multitasking on mobile devices.
Web 2.0 is continuing to grow and develop but is it transforming to a newer type of media? With mobile apps becoming increasing popular, is this becoming the emergence of Web 3.0? Technology is rapidly advancing there's no doubt Web 3.0 will be coming soon.
Online advertising is only successful when you deliver the right content to the optimal taget. It combines the correct mix of search engine marketing (SEM) and display advertising to obtain the maximum return on your investment.
At Media Management Services Inc. we use integrated marketing and search engine marketing (SEM) that includes website analytics, search engine optimization(SEO), paid search management, social media marketing, pre-roll video marketing and mobile marketing.