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Web 2.0 to web 4.0 and implications on marketing

Web 2.0 to web 4.0 and implications on marketing

Web 2.0 or read-write web allowed people to communicate and interact with other internet users. In this stage, numerous innovations in social media such as live streaming, Instagram, Twitter and Facebook were livened in this period. Web 3.0 was a development from web 2.0 as real time lives streaming and virtual reality where users could simulate flights or plans in 3D (Larson, 2012). On the other hand, ultra intelligent electronic agent characterized web 4.0 or mobile web as companies like Microsoft and Apple created personal assistant which guides users on what to do.

Web 2.0 to web 4.0 technologies enhanced people-to-people communication as customers found a platform to critique, compliment or give feedback about online products and services (Hemnath, 2010). Since decisions are based on emotions, marketing managers can exploit the people-to-people communication to reach global customers. While social media messages can reach global customers with less costs, the message can be modified or changed at repost. This means that marketing managers need to monitor message reposting to stay consistent and ensure brand value. As customers look for technical personal online assistants, Cake (2008) argues that marketing managers will have to look for new marketing strategies. Marketing managers will have to be creative and innovative in trying new products and use the multi-media wave to their advantage (Larson, 2012). They should not only be extraordinary but also different from competitors. Besides communicating actively with online customers, the marketing team will need to listen to the needs of customers and learn how the social media operates. There is need to collaborate with technical personal assistants.


Cake, M. (2008). Web 1.0, Web 2.0, Web 3.0 and Web 4.0 explained.

Hemnath, E. (2010). Web 4.0 — A New Web Technology.

Larson, L. (2012). Web 4.0: The era of online customer engagement. Online marketing. Business-2-Community.