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Okay, there are exceptions...
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Since I wrote this article almost – yipes! – half a decade ago,
Web 2.0 has melded with the general online culture.
So, okay, although my article's premise is still valid,
now traditional networking and marketing techniques can't
match the capabilities of Web 2.0 technologies. Because they're not just
technologies, they're sculpting new social patterns. Some, like YouTube and Flickr, have potentially universal appeal. But others serve limited cohorts, and people who don't get it may never care. Will the social networking and 2.0 Marketing continue to grow? Certainly. Will all of the communities keep growing? No. Some will. Membership in others will just revolve. And I already see some failing. Web 2.0 still isn't reaching plenty of people who are otherwise very much online. Regardless, there's the more basic type of website interactivity that traditional media can't match — on the web, you can make pages more entertaining, helpful and sticky in many ways: Personalization. Games. Surveys. Dynamic pages. Demonstrations. Messaging. Etc. The possibilities are as endless as the marketer's imagination. But that brings us full-circle. Because, at a yet more basic level,
the capabilities of any medium are
expanded by using imagination to stimulate imagination. Involve the reader/visitor.
That's the basis of all interactivity. This fundamental definition of "interactive"
is its most important |
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