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Web 3.0 means bringing it all together Wednesday, November 26th, 2008

Confused by all the hype around Web 2.0? Still trying to get you head around the differences between Web 1.0 and 2.0? Totally flummoxed by the prospect of Web 3.0? Well, worry no more - Web 3.0 doesn’t mean a new suite of technologies to come to terms with. It means integration and consolidation of existing technologies into a form that can be used - and understood - by business.

Razorfish CEO Clark Kokich’s view of Web 3.0 is that “It’s not a new technology or a new technique. Rather, its how clients and agencies are using digital to transform how brands deal with customers.” 

In a recent interview with iMedia, Kokich said that at the heart of Web 3.0 vision is full integration of all the aspects of interactive.

“Web 3.0 will be much more focused on business solutions and less on marketing communications,” he said. “We’re at a point now where you take all of these tools - websites, search, mobile, targeted ads - and put them together in an integrated fashion.”

Kokich said clients want to work with digital agencies “because they offer the ability to look immediately at the metrics to determine if a campaign is working.”

“There is much more of an appetite on the part of clients for programs that deliver strong short-term ROI,” he said. “Right now, marketers are moving more toward programs that can cut the cost and marginalize costs in the short term.”

A good takeaway from this interview is that companies have to be willing to fail in order to innovate.  Kokich argues that the path to Web 3.0 - and a new level of integrated marketing communications - will be blazed by risk takers. Are you willing to take a risk on digital in the current climate? He reckons the benefits are definitely there.