The adoption of broadband Internet connections has revolutionized the World Wide Web within a few years, going from static banners and pop-ups to an interactive platform of moving images.

At the same time it transforms the user from a passive viewer and consumer to an interactive producer and distributor of digital content, which demands a target group-oriented mix of online advertising from marketers.


It was Tim O'Reilly, the American publisher and writer, who coined the term "Web 2.0" in 2005 with an influential and trend-setting article.  The basic principle of this development is not based on a new technology, but on a change of use and perception of the Internet.  "User-generated content" is the keyword and basis of the Web 2.0 concept, where the user is both transmitter and receiver as well as responsible for website content.  For blogs, wikis, Web diaries, photo/video platforms, and communities - in short all the new "social networks", which sprang up like mushrooms in the past five years - started their incredible triumphal procession, such as MySpace, Facebook, Twitter, YouTube, Flickr or Wikipedia, to name a few of the stars that represent the Web 2.0 principle perfectly.  Social Media Marketing was born by enabling companies to start a direct dialogue with their potential customers.

For those who master the rules of the game successfully, social networks can provide significant benefits.  Nevertheless, caution is advised, because not the one who shouts the loudest or most frequently gets the best attention, but he who proves his skills in having a good dialogue sustained over a longer period of time.

To put it in a nutshell: in past years, no media, no communication, and no form of advertising has developed such a momentum and dynamism as online advertising – but no other segment of the advertising market is at the same time subject to such rapid change.  The challenge for companies is to apply creative solutions combined with the right strategic online marketing mix to get permanently and successfully involved in the Web 2.0.

In addition to this recently developed new trend in online marketing, search engine marketing and optimization is and remains a central issue, as well as usability, for e-mail marketing, and web analytics.  All are necessary for a successful web presence and therefore do look forward and be prepared to read more on these topics in upcoming issues of Asian e-Marketing.


By Daniela La Marca