Enter Web 2.0

Global markets became accessible to anyone with a web presence. Investment in these web based companies skyrocketed. We all remember the rags to riches stories that accompanied this phenomena. As with most technology bursts, after the first flush of growth a shaking and sifting occurred. The media headlines of 2001 declared the "dot com crash." The truly useful applications of the internet survived the crash and today the world wide web is established, and has truly changed the landscape of the business world.

The world wide web is now undergoing a secondary transformation. You may be hearing about "Web 2.0" and wondering what it is. To put it simply, the web 2.0 is the way the internet is beginning to be used. Within the advertising world, the original web could be related to other traditional types of advertising: At its simplest level, a business creates an ad and places it before the eyes of the public. There is a passive, one-way element to this kind of advertising and, while it works, the web is continuing to evolve into a new kind of animal.

Enter web 2.0. From a sales standpoint, the original web was all about presenting choices to the customer, today's web is about interacting with the customer. From the consumer's viewpoint, the web 2.0 is about grabbing onto something meaningful among the innumerable choices available. From the business view point it is about creating a place where you become a unique option to consumers.

We will be exploring this concept further both on our website and in our E-newsletter in the months ahead. We are all a part of this evolving marketplace, so keep in touch as we discuss, learn and utilize the changes happening around us.