Web 2.0 brings a new definition to the term web usability and the innovative technologies that drive it. Web 2.0 is more of a concept rather than a version and is more closely defined by dynamic web pages that encourage user interaction.



Unlike its Web 1.0 forerunner, where the primary option available to users was reading static web pages, Web 2.0 has been compared to readers helping write a book instead of being restricted to only reading it.

Web 2.0 is characterized by blogs, wikis (brought about by the success of Wikipedia), social networking sites such as MySpace, and RSS feeds, where organizations offer a variety of delivery and targeted news options. These seemingly innocuous technologies are expected to sway the enterprise for completely unexpectedly reasons.

The following seven ideas demonstrate how internet marketers can take advantage of Web 2.0's revolutionary characteristics:

1.The majority of users are now familiar with Flickr, Google, MySpace and other Web 2.0 platforms. They know how to use them and don’t need to be taught new software or coaxed into new ways of thinking. Don't ignore these existing usability patterns. Regardless of how complex your application or marketing mix may be, implementing existing software functionality, with which users are already familiar, will help you market more efficiently.

2.Web 2.0 promotes conversations between businesses and their consumers. Open conversations signify that buyers are happy for the opportunity to express their opinions. As a business, you must be willing to accept this transparent and open communication model.

3.Web 2.0—with its focus on openness—compels enterprises to conform to standards. It's no longer viable to "pretend" new web marketing standards don't exist. In essence, the consumer has gained more control over the relationship between buyer and seller. No longer does the CEO dictate how the company will reach the market. The organization must now reach out to the market—within existing and expanding social marketing technologies.

4.Once size fits all business operations are breaking into smaller, or micro, targeted units. With innovative Web 2.0 technologies (such as Squidoo.com) disposal, enterprises can set up mini-sites niched around similar product lines. This allows businesses to focus on previously underserved markets.

5.While Web 2.0 may not necessarily be able to resolve major IT issues it can provide a reliable and coherent way of finding, utilizing and sharing information. Web 2.0 was conceived primarily out of the need to solve the inherent problem of getting to information, using that information, and sharing that information.

6.Because of Web 2.0 inherently open source model, organizations can more easily integrate Web 2.0 technologies into existing internal systems.

7.Most Web 2.0 platforms are free. The former "it costs too much" excuse is less of a problem. Instead of focusing on hardware, businesses can focus on hiring the best coders and systems integrators who understand Web 2.0 platforms.

Web 2.0 is bringing sweeping changes to the current online marketing model. In order to take advantage of its benefits, businesses must be willing to explore and implement Web 2.0's best features while reinforcing their existing 1.0 principles.