Searching around websites, one can still find some sites that are well and truly in the Web 1.0 world. Static sites, with very little chance for viewer interaction, make not only for boring experiences for the visitor, but they show the owner’s lack of interest in engaging the audience.
And, “engaging” is the operative word. In an earlier post, I described the state of play that is Web 2.0. Putting this in a context that most of us relate to, note how we access sites like Twitter, Facebook and the like. Very different experience to early website visits, where sites did not change for months at a time, if not years.
Back in Web 1.0, just having a website was enough. Never mind, if this was staid and uninteresting, your site would have been easily indexed if this was up long enough. Why? These were early days and there weren’t that many sites yet in the internet.
But, with the internet being what it is today, one not only has to work on getting his/her site noticed, one has to make sure that viewers enjoy the experience of the website and is enticed to go back for another visit.
Web 2.0 requires the marketing practitioner to rethink his/her web presence and, more importantly, how he/she utilizes the web to put across the company message.
Wikipedia puts forth three areas that the Web 2.0 paradigm encompasses: rich internet application, web-oriented architecture and social web.
Rich internet application means that static sites, based mainly on HTML are now passe. Interactive is the go. Again, engaging the viewer is front of mind.
Web-oriented architecture means richer applications and greater functionality are now in the fore. Wikipedia gives the examples of Feeds, RSS, Web Services, Mash-ups.
Further, the site also mentions aspects covered by the acronym SLATES. This stands for Search, Links, Authoring, Tags, Extensions, Signals.
Search refers to the ability of finding information through a keyword search facility. Links are the connection of bits of information connecting to each other, mind you, this should be done in a meaningful way.
Authoring refers to the ability to create and update content leads through many users. Note that the Wiki model is a good example of this.
Tags are descriptions, one, two or three words that describe categories that help in the search function.
Extensions refer to software added to the website or taken from other locations on the web to assist in the viewing experience. This includes software like Adobe Reader, Adobe Flash player, and the like.
Finally, Signals refers to syndication technology like RSS, to notify users of content changes.
If you would like to improve your viewers’ experience of your website, take advantage of the Web 2.0 paradigm, while making your marketing communication more effective using the current state of play, why not get in touch with us.
We’re only too happy to help.