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From web 2.0 to 4.0 – discuss the changes an implications for marketing

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Web 2.0 to web 4.0 technologies

From web 2.0 to 4.0 – the changes and implications for marketing

Web 2.0 interacted with web users and contributed a lot to content as the users demanded more involvement in the information availed to them. The common user was empowered to use video-streaming, blogs and social media tools such as Facebook, Flickr, eZineArticles, Youtube and Twitter (Aghaei, et al., 2012). Evolution to web 3.0 led to combination of web services and a semantic markup where simple interfaces were used to search for information. Due to information overload in web 2.0, web 3.0 allowed for contextual search, deductive reasoning, evolution of 3D, personalized and tailor made search (Akar & Topçu, 2011). Furthermore, there was need to adapt to the new ‘mobile web’ surroundings and that is what led to the adoption web 4.0 which allowed for connection of all devices into the virtual world in real-time and in the real.

Aghaei et al (2012) observes that the growth of Web 2.0 to web 4.0 technologies led to the empowerment of consumers towards brands and products. With online participation, these tools allowed for greater sharing and content creation owing to shift towards user-centric model from the publisher-centric media model. Marketing efforts serve to satisfy consumer wants and needs through subjective empowerment experience (Riegner, 2007). As a result, marketers have abandoned traditional media practices for more customized and personalized offerings. For a target market to receive customized messages, use of technologies such as Demand Side Platform and Ad Exchange has increased customization in the product offering (Akar & Topçu, 2011). New marketing approaches have been facilitated by software applications that translate, analyse and quickly sort data for more accurate results.


Aghaei, S., Nematbaksh, A. Mohammad & Farsani, K. Hadi. (2012). Evolution of the World Wide Web: From Web 1.0 to Web 4.0. International Journal of Web & Semantic Technology (IJWesT), 3(1):54-62.

Akar, E. & Topçu, B. (2011). An Examination of the Factors Influencing Consumers’ Attitudes toward Social Media Marketing. Journal of Internet Commerce, 10(2): 35-67.

Riegner, C. (2007). Word of Mouth on the Web: The Impact of Web 2.0 on Consumer Purchase Decision. Journal of Advertising Research, 47(4): 436-447.