With the innovation of Web 2.0 comes not only a new way to use the internet, but also a new online consumer. The Web 2.0 Expo conference describes the way in which consumers have adapted to the applications on Web 2.0, many times

without even being aware of it.   Web 2.0 has transformed the way users interact with the Internet, with consumers finding more and more applications that provide two-way interaction between themselves and the content they seek.   It provides a “conversation” between the user and the product, and many times this conversation is the content the user speaks. For example, Mapquest is a Web 2.0 application whose function is to interact with the consumer in order to find driving directions to and from a particular place.   “Conversation” applications are also being accessed in more places than before, as phones are becoming a more common place to use the Internet.   Mobile digital content enables consumers to access the content they want from anywhere, which has transformed the consumer market. People can now research and purchase products from mobile phones, which in turn has transformed the way products are distributed.   Fragmentation creates multiple distribution possibilities for companies and their products, enabling them to be sold on multiple platforms, from PCs to mobile phones.   With fragmentation comes many opportunities to grab the consumer’s attention, but it also provides complexities in tracking whether marketing strategies work. It is difficult to tell whether search engine advertising influences a consumer’s decision outside of the internet, in the supermarket for example.   The major innovations to look forward to are in mobile devices, as the technology is still emerging and companies are finding new ways to take advantage of it.   These new innovations in Web 2.0 applications could mean another, new kind of interaction with consumers. Maybe a Web 3.0 is right around the corner.   By Danny Scuderi   FEEDBACK For comments on this article, email us at editorial@atelier-us.com