I was hosting a dinner party the other day and was surfing through
various online recipe sites for vegetarian delectables, perfect for a
pleasant February evening and serves Indian tastes. Too many parameters
even for the most intelligent search engine? Well, after several tedious
attempts, I did manage my way through the deluge of information Google
threw at me. However, it just made me realise that even while we say
that “everything is out there”, nobody wants everything. We just want
what is relevant !! And that is perhaps what will be the next stage of
evolution for the social search media. For many of us, this next tide of
change is Web 3.0.From web 1.0 which was monologous, to conversation based web 2.0, we are
gradually stepping into a contextual web 3.0. The next step will
perhaps enable web to “understand” data rather than simply carrying out
robotic functions. So instead of being just a rational and objective source of
information and data, it is said to evolve into a subjective and
intuitive mirror of the real world. And hence, if context becomes the
key, it would mean that the whole web 3.0 revolution would then be quite
data centric. If you think about it, we already are moving towards a
data driven world where we constantly keep sharing data to search
engines, social media platforms and other sources, which defines our
online self. Right from the facts you would willingly share to the
statistics generated in the background, your online self grows based on
both the implicit and explicit data. The next wave of evolution will
focus more on the use of this data. It would now apply meaning to the
data from each source.
So how will it change the scope of marketing? Online space has given way to targeted communication replacing mass messages. If relevance and focus are the key characteristics of Web 3.0, marketing would perhaps be more focused than it ever was. With the exact profile of the consumer in hand, the communication would be target-sharp rather than a loose ball thrown at whoever hits it. This would give way to more innovative solutions of connecting with the consumer directly, instead of reaching them out through influencers. Contextual searches and delivery would also put a renewed focus on content. This would essentially mean that the reader would have relevant and quality content and searches, something we can already link to the changes taking place in the search engines (our earlier blogpost on penguin panda updates talks about it in detail).
In the end, it is all about web with increased intelligence, capable of looking at the bigger picture. So when a story is out there, it will be checked for its authenticity and quality. For the consumers, things will be far better and for the marketers, well…they would have to create new and better ways of telling their story. It is probably a win win for everybody.
So how will it change the scope of marketing? Online space has given way to targeted communication replacing mass messages. If relevance and focus are the key characteristics of Web 3.0, marketing would perhaps be more focused than it ever was. With the exact profile of the consumer in hand, the communication would be target-sharp rather than a loose ball thrown at whoever hits it. This would give way to more innovative solutions of connecting with the consumer directly, instead of reaching them out through influencers. Contextual searches and delivery would also put a renewed focus on content. This would essentially mean that the reader would have relevant and quality content and searches, something we can already link to the changes taking place in the search engines (our earlier blogpost on penguin panda updates talks about it in detail).
In the end, it is all about web with increased intelligence, capable of looking at the bigger picture. So when a story is out there, it will be checked for its authenticity and quality. For the consumers, things will be far better and for the marketers, well…they would have to create new and better ways of telling their story. It is probably a win win for everybody.
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