The New Web and Web Marketing
Web 2.0 describes a maturing of the internet- a “new and improved” generation of web sites. Characteristics associated with Web 2.0 include a focus on personalization and interactivity (such as social networking sites and blogs), and technologies such as RSS, XML, Ajax, and web-based applications and services. Popular web sites that exemplify Web 2.0 include wikipedia.com, youtube.com, blogger.com, linkedin.com, facebook.com, digg.com, among many others.
A particular “look and feel” also goes along with the Web 2.0 concept. Sites embrace simplicity, a central layout, larger fonts, and “white space”. The “less is more” motto applies to graphics and colors. There is often less distracting graphics and one bold logo at the top. Colors are used more sparingly, thus appearing more consistent and professional. Subtle gradients and reflections are often used, which I believe was influenced by the innovative designers at Apple Computer.
Marketing Communications professionals must understand Web 2.0 and keep up with the latest technology to market effectively on the Web. Many social websites cater to enormous audiences and are critical media to consider when marketing online to prospective customers. Social networking (such as MySpace and Facebook), blog search sites (Technorati), user-submitted news sites (such as Digg and Reddit), video sharing sites (You Tube and MetaCafe), Wikis (Wikipedia), or photo sharing sites (Flickr) should all be considered as viable web marketing platforms when making an online advertising program.
If the Web 2.0 trend is overlooked in your internet marketing program, you are missing out on a significant marketing opportunity. Getting coverage in the social media networks is free advertising. There is no submission cost- only the cost of labor to write and submit your URLs to various websites. Even Craigslist.org – listed as the 22nd most popular website in the world - is free to post ads on. It has general categories for products and services that are ideal for posting your company’s website links to- and when posted to the appropriate category, such links are not spam or against their terms of use- just an easy way to get free clicks.
For good examples of Web 2.0 site design, visit this page:
http://www.webdesignfromscratch.com/current-style.cfm
© 2007 Trent Mueller
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