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Marketing in the Moment: The Mindset Shift from Web 2.0 to Web 3.0

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Web 3.0 marketing is the convergence of new technologies and rapidly changing consumer buying trends. Michael Tasner explores the move from Web 2.0 to Web 3.0 marketing, including the five key components of Web 3.0 marketing.

What Is Web 2.0?

Web 2.0 began when Web users started to drastically change the way they were using the Web on a day-to-day basis. The main trends that shaped Web 2.0 include content sharing, creativity, segmentation, social components, and added functionality. Some of the added functionality is peer-to-peer sharing of files, easier communication and networking on various social marketing sites, video sharing, and blogging. Web directories evolved to social tagging, personal Web sites shifted to blogs, and online versions of encyclopedias morphed into Wikipedia. In the Web 2.0 world, collaborating on social networks and sharing information helped shape the trend relatively quickly.

As a marketing advantage, there are four key components to Web 2.0:

  • Social networks are the sites where people come together and share ideas, thoughts, and comments. Examples: Facebook, LinkedIn, and MySpace.
  • Social media are the places where you can share content with the world in hopes of spreading awareness. Examples: YouTube, Scribd, and Flickr.
  • User-generated content was what sparked much of the discussion on Web 2.0. This is where users create, manage, and update information. Examples: Squidoo, blogs, and Wikipedia.
  • Social news and bookmarking have allowed users to organize their Web experience. Examples: Digg, Delicious, and StumbleUpon.
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