What is WEB 2.0

WEB 2.0

The concept of "Web 2.0" began with a conference brainstorming session between O'Reilly and MediaLive International. Dale Dougherty, web pioneer and O'Reilly VP, noted that far from having "crashed"(The bursting of the dot-com bubble in the fall in 2001), the web was more important than ever, with exciting new applications and sites popping up with surprising regularity.

The term "Web 2.0" is commonly associated with web applications that facilitate interactive information sharing, interoperability, user-centered design, and collaboration on the World Wide Web. A Web 2.0 site allows its users to interact with each other as contributors to the website's content, in contrast to websites where users are limited to the passive viewing of information that is provided to them. Examples of Web 2.0 include web-based communities, hosted services, web applications, social-networking sites, video-sharing sites, wikis, blogs, mashups and folksonomies.( source: http://en.wikipedia.org)

The top buzz words in web 2.0

· Ajax

· Dynamic and static

· Mash-up

· Microblogging

· RSS

· Social bookmarking

· Social networking

· Wiki

· Wikinomics

Ajax (Asynchronous JavaScript and XML) is a group of interrelated web envelopment techniques used on the client-side to create interactive web applications. With Ajax, web applications can retrieve data from the server asynchronously in the background without interfering with the display and behavior of the existing page. The use of Ajax techniques has led to an increase in interactive or dynamic interfaces on web pages.

AJAX is the art of exchanging data with a server, and update parts of a web page - without reloading the whole page.

Dynamic and static can have several definitions. In computer terminology, dynamic usually means capable of action and/or change, while static means fixed. Both terms can be applied to a number of different types of things, such as programming languages (or components of programming languages), Web pages, and application programs. On a static Web page, the browser displays an HTML document. On a dynamic Web page, a user can make requests (often through a form), for data from a server database that will be assembled according to what's requested.

Mash-ups are web application hybrids that combine two or more web-based information sources to create something new. In this they show the potential of the Web 2.0 techologies and approaches

MicroBlogging is the practice of sending brief posts (140 to 200 characters) to a personal blog on a microblogging Web site, such as Twitter.

RSS (Really Simple Syndication ) with RSS it is possible to distribute up-to-date web content from one web site to thousands of other web sites around the world.

Wiki is a server program that allows users to collaborate in forming the content of a Web site. With a wiki, any user can edit the site content, including other users' contributions, using a regular Web browser. Basically, a wiki Web site operates on a principle of collaborative trust. The term comes from the word "wikiwiki," which means "fast" in the Hawaiian language. The best known example of a wiki Web site is Wikipedia, an online dictionary building collaboration.

Social networking is the practice of expanding the number of one's business and/or social contacts by making connections through individuals. Social networking establishes interconnected Internet communities (sometimes known as personal networks) that help people make contacts that would be good for them to know, but that they would be unlikely to have met otherwise. MySpace and LinkedIn are examples of social networking sites.

Social bookmarking is tadding website and saving it for later. Instead of saving them to your web browser, you are saving them to the web. And, because your bookmarks are online, you can easily share them with friends. Social bookmarking is a method for Internet users to share, organize, search, and manage bookmarks of web resources. Unlike file sharing, the resources themselves aren't shared, merely bookmarks that reference them. Folksonomy is also called social tagging,e-mail to a friend or family member and sent them a link to a website we thought they might find interesting If so, we have participated in social bookmarking.

SEARCH ENGINE MARKETING

Whenever we want to purchase any product or want to search about the brands of product or price whatever, we just open laptop, open the web browser and go to Google or any search engine. I think the slogan of Google should be “GO TO GOOGLE” by the way; I am not talking about Google only I am talking about search engines. How these do marketing and how we get the list of relevant links.

Search engines drive a huge proportion of web traffic.
Search engine marketing is divided in to two categories:

1.pay per click
2.search engine optimization

Pay per click talks about website owner has to pay to search engine provider or company at each click
on the link by the user, for en example if there is a website www.ebuzz.com. Whenever I click on the link, ebuzz.com will pay some amount of money to the Google (if I am using Google’s search engine).
The advertisement on search engine is based on the bidding system. Who bids highest will get highest advertisement placement.
The PPC system is dynamic strategic process. It needs to be closely monitored and manage to ensure maximum ROI.

Search engine optimization (SEO) is all about to optimize the website to achieve high ranking for the search engine in this category we need not to pay money to search engine. you have to listed your website. Once your site ranks highly on a Search Engine Results Page, you don't pay for any traffic that arrives at your site from that listing.

SEO includes making changes to HTML code, contents and structures of any website, making it more accessible for search engine by extension and easily to find by the users.
SEO provides relevant, helpful website that adds values for visitors , what they are looking for.

DIFFERENCE BETWEEN TRADITIONAL MARKETING AND E MARKETING

Earlier days, when human first started trading whatever it is, they traded and marketing that time marketing was all about the stories that used to convince the customer to make trade.

The method of trade are changed or improved .they are more efficient to convey the message and faster to communicate, spared the message to mass or niche, but the old principles are always applied.

Online marketing is one of methods of marketing. It is called e marketing or internet marketing or electronic marketing.

E marketing is the process of marketing a brand using Internet or via electronic media. It includes direct response and indirect response both. E marketing conducts all the activities a business conducts by World Wide Web.

Some companies are in e marketing; e bay.com, amazon.com, google.com, rediff .com.

Why e marketing is important?

LOW INVESTMENT

When it is implemented correctly, the return on investment is faster than traditional marketing. Because we don’t need to spend a lot of money and recourses. Investment is very less.

REACH

Now you are a global product and global brand, your product is on WWW(world wide web), product is in the reach of billions of customers in the world. Every day or every month your customer will be increased by millions.

SCOPE

In e marketing your scope is not limited or restricted to marketing with this you can provide other services also like information management, public relations, customer service and sales. With the range of new technologies becoming available all the time.

INTERACTIVITY

When you as a company on WWW, can interact with customer easily and at any time, can give the response to the customer instantly. They can interact better then traditional marketing. E Marketing facilitates conversations between companies and consumers. With a two way communication channel.

IMMEDIANCY

It makes the immediate impact on customer’s mind, for an example if we publish an advertisement in a newspaper of an apple’s iPod. Reader or customer is very eager to purchase this but he is not interested to go to the show room because it is so far, he changes his idea. But if there is an e marketing, he can purchase the iPod.

BRANDING THE NAME

Brand Perceptions

Any successful brand is successful by standing for something in the mind. Changing what you stand for is almost impossible unless you don’t stand for anything at all. A brand that stands for something in the mind is a brand that is forever locked into its position.

In the cemetery of failed launches are thousands of products like Xerox computers, IBM copiers, Tanqueray vodka, Listerine toothpaste, Coca-Cola clothes, etc. These products didn’t fail in the marketplace, they failed in the mind. They tried to stand for something that didn’t fit the prospects perceptions about the brands.

It means Mind first, market second. You can’t short-circuit the process by taking a good product to market to demonstrate its superior performance and then, in the process, changing perceptions in the mind.

Marketing is a game of perceptions. The perception is the reality. Start with the mind of the prospect and figure out a way to deal with those perceptions, even if those perceptions are negative.

E-MARKETING

eMARKETING

eMarketing is essentially part of marketing So the place to begin defining eMarketing is to consider where it fits within the subject of marketing. So let's start with a definition of marketing. The American Marketing Association (AMA) definition (2004) is as follows:
Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
Therefore eMarketing by its very nature is one aspect of an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. As such an aspect, eMarketing has its own approaches and tools that contribute to the achievement of marketing goals and objectives.
This also helps us to differentiate between eMarketing and E-commerce, since E-Commerce is simply buying and selling online.
What are the eMarketing tools?
The Internet has a number of tools to offer to the marketer.
• A company can distribute via the Internet e.g. Amazon.com.
• A company can use the Internet as a way of building and maintaining a customer relationship e.g. Dell.com.
• The money collection part of a transaction could be done online e.g. electricity and telephone bills.
• Leads can be generated by attracting potential customers to sign-up for short periods of time, before signing up for the long-term e.g. which.co.uk.
• The Internet could be used for advertising e.g. Google Adwords.
• Finally, the web can be used as a way of collecting direct responses e.g. as part of a voting system for a game show.
How do marketers plan for eMarketing?
There are two ways of looking at this.
• An existing organization may embark upon some eMarketing as part of their marketing plan.
• An organization trades solely on the Internet and so their marketing plan focuses purely on eMarketing.
The marketing plan in either case is the next step, whether focused upon eMarketing or all marketing. The next lessons focus upon a tailor-made eMarketing plan which conforms to the acronym AOSTC (from our generic marketing planning lesson).
• A - Audit - An audit of internal strengths and weaknesses, an external opportunities and threats.
• O - Objectives - SMART eMarketing objectives.
• S - Strategy - eMarketing strategies.
• T - Tactics - an eMarketing mix.
• C – Controls – measuring the performance of our e-marketing plan