Introduction to Web 2.0 and Impact on market

Introduction to Web 2.0 and Impact on Market

Web2.0 has taken today’s internet to next level, now users can easily upload content through blogs, social networking and video sharing websites. Before the web was primarily used to access i.e. upload or download content from web that was maintained by professional programmers or developers. Web 2.0 has changed that phase completely by allowing an average non technical person can make changes on the web. The making of web 2.0 encouraged the people to participate more on the web by expressing their common interests and share different activities through blogging, social networking, tagging, editing pages (wiki) etc.

Buzz words of web 2.0:

  • Blogging
  • Mash ups
  • Ajax
  • Wiki
  • RSS
  • Podcasts
  • Flash
  • Feeds

Web 2.0 has made enormous impact on younger generation especially their participation in social networking websites where they share their creativity to millions of users online. Example of social networking websites are Myspace, Facebook etc [2].

Fig 1: Examples for Web 2.0[2]
Applications of web 1.0 and 2.0 are shown below:

What is Web 2.0?

Tim O’Reilly is closely related to Web2.0 and has may web 2.0 conference says that Web 2.0 doesnt really have a particular boundary, web2.0 is a set of principles and practices that originate from a particular care. He says web 2.0 acts as a search engine, it makes the user life easier for whatever he is looking for on web [3]. Tim outlines six big ideas behind web 2.0:

  • directness
  • connect the power of Mass
  • Individual creation and there generated data.
  • Participation in architectures.
  • Network effects.

All put together Tim has developed the following Web 2.0 Meme map:

Fig 2.0 Web 2.0 Meme Map [3]

Andy Gutmans classifies Web 2.0 into three parts:

1. RIA (Rich internet application): this is about how exactly we bring the experience of desktop on to the browser that may in terms of graphical or usability point of view. Example are Ajax, Flash
2. SOA(Service oriented architecture): this is all about how web 2.0 application expose their functionality so that other application collaborate to provide a much better set of applications. Examples are feeds, RSS, Web services, Mashups.
3. Social Web: Web 2.0 is popular in participation of end users. He is not just user but is also a participant. Examples are tagging, wiki, podcast, blogging. Therefore the end user becomes integral part of the application.

Paul states the following principles on web 2.0 after exploring web 2.0:

  • Web 2.0 signifies a free usage of data.
  • Building virtual application is easy on Web 2.0.
  • Participative – Because most of the people participate and share their interest online.
  • Web 2.0 is all about sharing content it is tailor made for the current users because web 2.0 is all about sharing, communication between people, modular (being very selective).
  • Web 2.0 is cost effective and very smart. And has built trust in individuals in terms of data sharing [4].

Impact of web 2.0 on the marketers:

Web 2.0 has an enormous impact on markets. It has completely dominated the advertising field, before consumers were attracted to advertisements on television and radio but now business is on internet. People access internet now days to explore information about the product instead of looking for advertisements. Most of them know more about products using social networking websites by posting the product info and getting feedback from peers and colleagues. Web 2.0 is playing a major role in decision making of consumers.
Most of the companies are working on inbound marketing and search engine optimisation. Companies are doing inbound marketing by appearing on social websites, creating their own pages with their brand look and feel. Search engine optimisation is if a user enters key word in any search engine the product or company name should be first in the search page [6].

Social media:

Web 2.0 is playing a major role in social media. We should care for social media because of the following stats:

  • Logging in to social sites is the 4th most popular activity which beats checking personal emails.
  • 2/3rd of the world’s internet population visit social networking sites daily.
  • There are more than 300 millions different social network users around the world. Out of this face book has more than 50% of share [2].
  • Benefits of social media:
  • Free
  • Very easy to use
  • Interactive and user friendly
  • Easily accessible
  • Blogging allows personal opinions to be heard by organisations.
  • Communicate and attract the target audience very easily.
  • Storage is free. So people can store and share images and video easily.
  • Face book has huge potential to attract customers. Companies can post links and create fan pages to connect to their audiences [2].
  • Wiki is like a dictionary of information which allows users to edit and update content using their expertise, which is very much helpful to a user who is in search of information.

Many users regularly participate in all activities so they should know the following facts:

  • Internet is a public space – so there is nothing secret. Because anything that is shared online can be tracked by the internet service providers, Governments and marketers.
  • Internet never dies. So once data published online will never be completely erased because anything posted online will leave a digital foot print. So last but not the least the source or the path the data originated from at least will be known. Even the deleted information will cached in the memory and will never be erased.
  • Everything that is present on the web is not real [1]. Because in digital world anybody can post anything without any evidence.

Risks involved in Web 2.0:

  • Cyber Bullies: these posts images and texts online to hurt or embarrass others.
  • Scammers: people who does scams on the internet.
  • Hackers: programmers that use internet for criminal offense.
  • Especially teens parents are quite worried of the content they post [1].


In conclusion I would say before the web was taking people to reach the information now web 2.0 is taking information to the people. Web 2.0 is very participative as often end users participate. Therefore the fact to be known is whatever information that is on web 2.0 may not be real. Web2.0 attracts bad masses.


  2. MUBU, 2010, “”, (Accessed on 4th july 2011).
  3. Tim O’Reilly, 2005, “What Is Web 2.0, Design Patterns and Business Models for the Next Generation of Software”, “”, (Accessed on 5th July 2011).
  4. Paul Miller, 2005, “Web 2.0: Building the New Library”, “”,(Accessed on 5th July 2011).
  5. Andi Gutman, Co-founder ZEND “
  6. Kristin Dziadul, 2010, “From outbound marketing to inbound marketing: what 2010 web 2.0 means for marketers”.
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