User-Generated Universe

Terms like ‘Web 2.0’ are all too often tossed around without a full understanding of their meaning, used as buzz-words to encapsulate all manner of things, most of which they were never originally coined to include.

You could be excused for assuming the phrase Web 2.0 referred to an upgrade. You could be forgiven for assuming that it simply indicated a faster, more dynamic version of the web.

However, Web 2.0 is something far richer and distinguishable.

Web 2.0 is about connectivity and interactivity. At its heart it is a platform for user generated content and consumer generated media. It incorporates things like blogs, forums, social networking, multi-media sharing, podcasting, tagging mechanisms, social bookmarking, wikis and RSS feeds.

A facilitator for the sharing of information, for greater communication, for interoperability and ease of use, Web 2.0 represents a re-establishing of some of the fundamental laws of communication that the mediated sphere had previously taken away. While adverse arguments abound, going online is no longer the anti-social activity it once was.

From social networking sites to more accessible links between client and consumer, the online world today is the communicator’s greatest asset. As such, applications are being created everyday in attempt to cater to the ‘People’s Platform’.

According to the most recent report on Internet World Stats, around 80 percent – some 17 million Australians – are online. Naturally, where the eyes go, advertising and marketing follow.

But while the public embrace the technology, and a willing consumer base research, compare and purchase online, understanding and capitalising on the bourgeoning market is still a work in progress.

How do businesses implement effective marketing strategies for an evolving medium?

As the articles within indicate, savvy businesses are finding ways. By utilising the interactive, democratic, cost-effective
properties online affords consumers, businesses are back ‘in touch’.

From online video marketing and social networking strategies to iPhone applications and the potential use of the most
revolutionary communication technology to date – Google Wave – the scope for efficient future business communication
is out of this world.

Alvin Toffler, an American writer and futurist once wrote, "The illiterate of the 21st century
will not be those who cannot read and write, but those who cannot learn, unlearn, and
relearn."

The message is simple, and applicable to business owners the world over.
As technologies advance, so too should your business strategy. Forget what
you know of traditional marketing, embrace open-mindedness for the
technology of the day and keep an eye on consumer behaviour.