In the beginning there were web pages. Brands staked their claims on the newly invented World Wide Web. Web 1.0 met basic consumer expectations, namely that every brand would have an 800 number and a web page as points of contact.
Web 2.0 was about finding, developing, and embracing interactive technologies to engage customers, prospects, and other constituencies. It was about Flash, bells and whistles, and keeping up with the Joneses. Having a cool website mattered.
Web 3.0 was about business results. It was a phase of encyclopedic websites. Governance was split between marketing and IT. The Holy Grail was a fully realized, multi-dimensional, interactive relationship between a brand and its customer base. Metrics, rather than showbiz, finally began to be important. Read More →