Web 2.0: so what is it and do I need to care?

[BoardGoerge]

LionDollars weekly newsletter ....

Are you absolutely beside yourself - giddy with delight because Web 2.0 has finally arrived to help you sell more, sell faster, make you richer, smarter, sexier, and lower your triglyceride levels?

Whoops, I'm sorry... do you even know what Web 2.0 is?

Web 2.0, in a nut shell, is the latest evolution in the online experience. The World Wide Web is now... ready... here it is: a tad more interactive, technologically speaking.

Where does Web 1.0 end and Web 2.0 begin? Beats the heck out of me! I'm basically your average techno-phobe - the proverbial anti-Geek, if you will.


Nevertheless, Web 2.0 typically refers to an assortment of internet-based communication tools and services - such as social networking sites, wikis, and "new and improved" chat functionalities - writing a book review on Amazon.com is apparently considered Web 1.0 technology.

I know all of this is a big whoop for some of you, but for others it's equivalent to the coming of the messiah (for either the first or second time, depending on which operating system you're laboring under).

For most marketers, their company's website has been a rather static billboard of sorts. But now, thanks to Web 2.0, a website can provide
visitors, prospects, customers and selected victims, with a certain degree of "give and take". You can talk to them, they can talk to you; you can learn more about them, they can learn more about you; they can "experience" you, you can "experience them" - in short, the level of communication through a computer screen has been enhanced. Some though fear that Web 2.0 will enable online marketers to become even more intrusive and annoying... or liberating. China, Saudi Arabia and other fundamentalist and ideologically illogical regimes could be in for a big-time headache. Nevertheless, Web 2.0 will eventually give way to Web 2.5, then Web 3.0 and 4.0 and so on, until ultimately, long after we're all dust, a computer screen will become a real - not virtual - portal into whatever exists on either side of the screen.

Actually, there probably won't be a screen anymore; it'll be more like a turnstile. Yes, the veil will have been lifted. And the tag line, "Reach out and touch someone", will have reached its fullest potential.

But here's the problem......

Nothing has really changed. Web 2.0 will not sell your product or service for you. Web 2.0 will not negate the importance of salesmanship in print, in video, in audio, or any permutation or combination not yet assembled. All the "old" requirements and admonitions about how to sell, and sell well, are still in full force. Web 2.0 is a tool - another road to get you to market. It will not replace salesmanship. It can though make online marketing and sales more effective... if you know what it takes to wrap up a sale in the first place.

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