Web 2.0 : Conceptual Foundations and Marketing Issues

Abstract

In this research paper the technological and commercial foundation and marketing issues regarding web 2.0 are examined. Web 2.0 applications appear to be a new stage in the internet’s evolution. These applications are suitable for using new forms of interactive, one-to-one marketing. The influence the Internet is having on our everyday lives is reaching almost unimaginable levels. The extent of the information revolution can only be compared to inventions of speaking, writing and printing in the past, which are all major achievements that allowed new ways of sharing thoughts and ideas between people. Web 2.0 is the next step of this information revolution, and to understand why it's so important, we have to observe all the significant applications it represents. This will hopefully give us a better insight into the potential they bring to our personal and professional lives, besides their impact on the whole humanity which we still perhaps don't fully comprehend. Web 2.0 has changed the way people take decisions, communications, entertainment, learning, socialise and to be in touch with their group and even do their shopping. The focus of this study is to present a sensible picture on commercial and technological foundations of the new category of Web 2.0 and to examine the relevance of Web 2.0 for Marketing Strategy and for Direct Marketing in particular.