“Make the customer the hero of your story”
Everything changed when the 90s were over. With the arrival of the new millennia, there was a crucial transformation on virtual media. Simultaneously to the expansion and development of technological software, companies were increasingly adopting sophisticated digital methods. Businesses started to introduce novel techniques such as personalization and segmentation criteria, measuring the traffic in their webs and so on. Thus these organizations acquired the tools to target, through the right messages, the desirable audience. In January 2004, this stage in the evolution of Internet was named by the recognized editor Tim O'Reilly as the Web 2.0.
The burst of the technological bubble in Autumn 2001 was a decisive moment for the Web. The previous days to the catastrophe were invaded by a feeling impregnated of excessive enthusiasm. This can be seen by analysing how the bubble was increasing to such an extreme that Nasdaq achieved 5.048 points before the hecatomb. At the end of 2002, the lowest peak was registered, sunk in 1.114 points.
After the uncertainty derived of the disaster of 2001, many people understood that the confidence generated on the Web had been disproportionated. However, Web pioneer Dale Dougherty together with his colleage O'Reilly examined the situation. Notwithstanding the general pessimism, and far from believing that the downfall of the Web was near, both of them concluded that it was more alive than ever before. They could notice, for instance, that multiple functional applications were seeing the light day after day, while a good number of interesting webs were being launched.
Therefore, the question was not about when was going to be the definitive death of the World Wide Web. Quite the opposite, the challenge was to understand the technological shift that was taking place and its consequences. In October 2004, O´Reilly imparted a conference in the city of San Francisco, where it was the first occasion in which the term Web 2.0 was used in public to understand this profound transformation. Years later, Dougherty will synthesize this matter during this interview by resuming, in simple words, that “Web 1.0 was largely about organizing information and Web 2.0 was about organizing participation”.
While the use of computers, mobile phones and social networks was rapidly spreading around the world, the appearance of the Web 2.0 became another social phenomenon. It had definitely changed the perception about online resources, specifically these related to communication, information and marketing. And this occurs because we have became an important part of it; we, the consumers, are also the producers. While in Marketing 1.0 attention was concentrated on the product, Marketing 2.0 place on the customer the centre of its endeavors.
All of this is technically possible due to the use of a CMS (Content Management System), which allows companies to design and maintain the content of their web sites. This content is located on one or few databases, controlled by an interface, and the system permits to manage the content and the design separately. Then, it is possible to work easily on the content, changing the format at any time if is required without undesirable complications.
The Web 2.0 grants interactivity, since the communication becomes multidirectional; it also reinforces collective learning by facilitating team working tasks, cultivating social relations; and there is an important advantage, which is the fact that various editors are free to handle the publications in the same site, diffusing their ideas towards an unpredictable audience.
Likewise, the Web 2.0 was designed to take into consideration the user's experience, with the aim of building interacting digital communities, that not only receive information but are also capable of generating it. In other words, this approach tries to seduce potential buyers by sharing common experiences and emotive approaches.
In the present day, due to the impressive technological advances, it is a simple task to generate big amount of data information by monitoring all the process of a customer's purchase. Therefore, Marketing 2.0 goes further; the target is not only to place the image of the brand on the client's mind by offering a good product, but also to use digital mechanisms at hand to empathize with the customer and understand him.