The last view months have seen a global resurgence in the online industry. Ad spend is up and most industry players in South Africa are reporting significant increases in revenue and renewed interest in online activities.
A new term, Web 2.0, has emerged. I love the fact that everything has to have a name, and in our online industry it usually gets a name that confuses the hell out of everyone.
Basically this is a new trend that is fast emerging and really describes the next generation of online services that are available.
It's all about allowing people like you and me to create communities, content, share ideas, share expertise, etc. A good example is Wikipedia. Simply put it is a free online encyclopaedia that anyone can edit. The thinking is that more heads are better than one and that people will generally strive to help for the sake of helping. In the English version there are currently over 800,000 articles with over 500,000 people contributing. It's also available in 8 other languages.
A key focus on this new move is to allow people to control what they want to control and to give them the tools to be able to do so. True power is slowly being shifted from the big retailer/organisation to the individual. It is this facilitation that is becoming increasingly important.
This also transcends into various ways of selling and marketing. This is why viral marketing is becoming increasingly important. People marketing on your behalf.....