From web 2.0 to 4.0
From web 2.0 to 4.0
The World Wide Web is a phenomenon that has transformed the way many of the activities are performed all over the world. While the Web 1.0, which was the first version of WWW, is popularly known as the read only web as it provided read only access to information, its successor Web 2.0 is more interactive[ CITATION Nup14 l 16393 ]
. This version, also known as the read-write web[ CITATION Kes15 l 16393 ], is more conducive to formation of online users’ community, social networking and creation of collective knowledge[ CITATION Sar12 l 16393 ]. From a marketing point of view, it led to the creation of social media marketing, which has become an important alternate form of marketing along with the traditional marketing media.
However, the evolution of web technologies is still continuing and the successors of Web 2.0 are forecasted to be Web 3.0 and Web 4.0, both of which are still to be released. Both of these technologies are expected to leverage artificial intelligence in order to improve the web functions. Web 4.0 is being named the read write execution concurrency web, which will provide smart interactions with the users [ CITATION Sar12 l 16393 ].
From a marketing point of view, this will imply that it will be possible to create a more accurate profile of the online users [CITATION Ves12 l 16393 ]
and therefore, marketing functions like segmentation and targeting will be improved. It is also being predicted that through Web 4.0 it will be possible to keep track of and even anticipate the changing consumer preferences [CITATION Ves12 l 16393 ], thus, providing critical insights into consumer behaviour and its dynamics to the marketers.
Such insights will also make it quite lucrative for organizations to devise new methods of providing customer engagement. Web 4.0 is expected to make use of the concept of augmented reality quite extensively [ CITATION Mar16 l 16393 ]
and this can also be leveraged quite effectively by the marketing professionals to provide a much improved product or service experience to their target customers. In other words, the advent of Web 4.0 will open up numerous media for the marketing professionals to contact the target customers, and these media are forecasted to be a lot more engaging than the social media platforms that the current version Web 2.0 offers.
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