Introduction

This blog was designed to help understand and realize the transition of online advertising and marketing that is currently happening. A so called new phenomenon has been branded around, many believe this is the new web, and by the looks of it, a better web.
This current buzz word is 'web 2.0', and a period online at present where advertising and marketing one's brand online seems to be changing, and for me, the better for both the brand and the user.


For many years we have been merely spectators on the web, surfing the web, but only reading it. This one way communication resulted in a period of poor user experiences on static HTML pages. We were not priority, we were not really considered. Our experience online was dull and unexciting, subject to 1000's of annoying banners ads and pop-ups as brands try to marketing themselves online as we move around slowly but surely on slow connections.

-Web 1.0

But we as users, and brands themselves couldn't do much else, lets not forget the constraints the web had which didn't allow us or itself to do much else, both society and technology.

Incompetent users were one, we didn't really have the skills to explore, and to some extent we didn't need to as there was nothing to see. If there was something new, it took time for the online user to find it and when they got there, even use it.
Don Hinchcliffe's blog on web 2.0 and 1.0 illustrates the idea of incompetent users very well. We weren't used to new ideas, so it was hard for web 1.0 to get people to visit, stay and interact.

'How long did it take the lowly editable Web page (aka wikis) to be popular and widespread? Nearly a decade. The fact is, most of us know that innovation is all too likely to race ahead of where society is'

Another problem was internet connections, many web presences ran on a 56k modem, limiting the content and overall usability of the web page. Uploading and inserting any element apart from low res pictures took an eternity to see, resulting in the users getting fed up and eventually leaving.

With only having limited connections when online, developing new web technologies which could enable a richer user experience were difficult to introduce. The web couldn't handle its introduction and we were left with a disappointing user experience. Developers wanted to create and implement new technologies but couldn't do this a 56k modem.
HTML markup languages were what we had, and what we could only have. Static, boring, web pages built for reading by writers.

With the internet being such an unimaginative place where the user didn't really gain much, both through technological issues (slow internet connections, no broadband) and our attitudes and ability, the web didn't have as many users. Targeting a certain audience became difficult when online as they simply weren't their.


The change in society and technology

Currently online we have seen most the above slowly fade away, now we have broadband allowing us to access information more quickly and efficiently, interact more deeply and richly in a way that we gain a far greater, more positive and rewarding user experience.

Our richer user experience when online has also been improved new by web technologies such as Ajax, a development which enables improved interaction web applications. It involves XML which allows ourselves to add our own content such as Gmail, and YouTube.
This all happens behind what we see on screen, data is continuously transferred between servers behind the scenes allowing the users to access content without waiting creating a far greatly improved user experience.

As broadband is now in most homes, and the internet being a place where many visit , the internet has seen a massive growth of online users. We are beginning to see what the world wide web can do, and eventually where it can take us.

(Image courtesy of National Statistics Online)

'In 2007, nearly 15 million households in Great Britain (61 per cent) had Internet access. This is an increase of just over 1 million households (7 per cent) over the last year and nearly 4 million households (36 per cent) since 2002'

Another aspect that has improved with the online world are our skills. We are beginning to be more competent online as we now use the internet regularly. As we spend more time online, we like to search around, try different things and therefore find different things to do. For example many are now uploading their own video's, pictures, comments, suggestions and reviews online. New web based applications make it easy for user to simply upload their content such as sites like YouTube, Flickr, Facebook, and Myspace.

So with better technology availible, more users online, and more competent users at that the web is gathering serious potential for online marketing and advertising. Brands are beginning to visualise the potential the online world has, both the web and its billions of users.
New advertising/marketing techniques and methods are becoming apparent, and some truly innovate web experiences are being created as online advertising heats up. Brands are now finding new ways to sell and publicize their brand to us, involving the most important thing. Us.