You’ve likely heard of “Web 2.0” and its impact on the marketing world, but are you confused about what it means?

You may know that the term “Web 2.0” was coined to refer to the second generation of websites that used HTML5, CSS, and JavaScript to build interactive, user-centric experiences.

What many people don’t know is that Web 2.0 encompasses much more than just websites. It also refers to the marketing activity that drives the growth of these websites.

Let’s take a closer look at how Web 2.0 relates to online marketing and how you can put it into practice.

From Brochures to Blogs

Back in the day, people would flock to a business’s website to learn about the company and find out what products it sells. If they were lucky, they might stumble upon an FAQ (Frequently Asked Questions) section where they could get answered questions about the products or services the company offered. But for the most part, they had to either call the company’s sales team or send a mail to the company’s email list to get the information they needed.

With the rise of Web 2.0 and its interactive, user-centric design, businesses can now build these websites, but they don’t stop there.

Instead of simply putting together a static collection of brochures, marketers can use a variety of tools to collect and display dynamic content — like blogs, articles, and videos. This content can be used to enhance a business’s online presence and attract a broader audience. To put it simply, a business can now create its “online brochure,” which will never be outdated because it’s constantly being enhanced by current events and new information.

Attracting a New Audience

Not only can a business create a dynamic, user-centered experience for its website visitors, it can also use that same experience to attract a new audience via social media.

According to HubSpot Blogs research, 68% of consumers have made a purchase after following a brand online, compared to 56% of people who followed a brand on Facebook and 49% of people who went to a business’ website first.

To make the most out of this new opportunity, businesses can use social media to attract people to their website, build credibility, and acquire new customers.

Boosting Website Traffic

If a business owns a website, it already has a digital footprint, but reaching out to this audience can be challenging. It requires regular maintenance to keep an interested audience entertained and to encourage them to visit the site on a regular basis.

To encourage website visitors to come back, businesses can use “traffic magnets,” which are compelling features on a website that will draw in potential customers and keep them interested in the products or services the business offers. These could include a resource center with frequently asked questions, a blog with regular informative articles, or a forum where people can ask questions and get answers.

When a potential customer comes to your site for the first time, you want to make sure they feel welcome and that their visit is beneficial. You can use several approaches to engage with potential customers, including letting them know what you have to offer, demonstrating your expertise, and giving them a taste of your product or service.

Measuring the Success of Your Advertising Campaign

Every business is looking for ways to measure the success of their marketing campaigns, whether they’re investing in PPC (Pay Per Click) ads or trying out a new social media campaign.

To determine the effectiveness of their online marketing efforts, businesses can look at several metrics, including website traffic, social media engagement, and conversion (i.e. the number of leads that became customers divided by the number of people who arrived at the website).

Website traffic measures the number of people who visit a site, regardless of whether they make a purchase or not. Social media engagement measures how engaged an audience is on a social media platform, such as Facebook or Instagram, with the brand. And conversion measures the number of leads that became customers (or potential customers) as a result of the marketing campaign.

New Technologies & Changing Attitudes

When it comes to marketing, people often think about methods like PPC or banner ads, but these are only a small part of the equation.

Thanks to new technologies, like HTML5 and CSS3, and changing attitudes, like user-centric design, businesses can now target their audiences much more effectively. This means that online marketing isn’t as easy as it used to be and requires a fresh approach.