The Times They Are a-Changing…
Today’s world has dramatically changed from that of the strict structures of the past. History tells us that the opening up of something as simple as ‘information’ quickly leads to a revolution, and the situation today is proving to be no different.
Revolutionary ideas are nothing new, but today’s shift in informational power systems – from the controlling few to the sharing masses – has changed us all, culturally, ideologically, and personally.
The impact of these shifting systems has resulted in the fact that we are all living through, and a part of, changing times. With the call for revolution currently hot in the air, it is, now more than ever, essential that we truly understand what it is that we’re trying to change, to ensure we realise the positive opportunities this ‘seizure of power’ can deliver.
The relentless growth of the commercial web has, to date, seen two major iterations. Today we’re at another tipping point of change.
Web 1.0 – The Informational Web
We started with the Informational Web – a simple way for brands to further communicate their offer, down a channel that the ‘new consumer’ was interested in.
We all remember the static ‘brochure-ware’ sites of the opening days of the world wide web. A time of the big brand controlling their communications, much like they always have, born out of the traditional mentalities of the old TV and print ‘way of doing things’, an easy shift to the newly born web.
Web 2.0 – The Social Web
Then came the Social Web (where we are, in the main, today) – a more complex mix of message and response, where the lines of communication flow in multiple directions – sometimes brand led, often consumer led.
This was a new and scary place for brands to live, a place sometimes out of ‘brand control’ with no where to hide. But the good ones are responsive and have increasingly moulded to this modern ‘collective’ way of communication, treating their customers as partners, equals in the success of the brand.
But time is never static, and we’re currently undergoing yet another transformation in the way we all interact online. Welcome to the Living Web.
Web 3.0 – The Living Web
So what will this new living digital environment look like? And how will it affect the way we connect with the brands we love and hook-up with the people we know online?
The first thing to state is the obvious – the Living Web will be highly mobile… (more…)
