By the end of the 1990’s most businesses had a Web 1.0 website. They were basically glorified brochures and they cost a lot. Then in the mid 00’s Web 2.0 begin to emerge. Sites were more interactive, linking and sharing became de rigueur and the power of the Internet took on a whole new meaning amongst the smart online operators.
However, for much of the business world Web 1.0 sites are still being pumped out at an alarming rate. The boss realises he needs a website, or a new site, and then either the company IT person or contracted web designer dutifully bangs out a digital brochure. Build it and fill it with every detail about the company’s products or services and they will come.
No they won’t.
Your company doesn’t need a new website, it needs a great web strategy. Done well, businesses can derive an amazing number of benefits from its online presence. In fact, it’s arguable that you could build your entire marketing strategy around your web presence.
How? Let me explain.
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The social networking service known as Twitter has exploded onto the Internet to become one of the hottest online applications less than 3 years after its humble beginnings. Twitter initially took off at South By South West Interactive Festival in Texas but recent traditional media coverage of the service suggest that it may be crossing over to the mainstream.
Just look at the amount of mainstream media Twitter stories recently and the explosion of users:
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The media world is experiencing a rapid divergence of technology and outlets. What we are now witnessing is the rise and rise of micro-media.
Al and Laura Ries’often discuss their theory of divergence, which says that new products and channels will continually splinter away from their ancestors and evolve.
There is probably no better place to explore the divergence theory than in the media. We are constantly being told that traditional media is dying and that new media is on the rise. But while that is somewhat true, what isn’t highlighted enough is that “new media” consists of a plethora of options and delivery systems rather than one or two all powerful mediums.
The truth is that we may never see a handful of dominant mediums again.
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