A new way of thinking about web
The Thirdway is the first approach that sees and treats the Internet as a Web rather than a broadcast medium (in all senses). The clue was always in the name…
This ‘revolutionary’ attitude to web interaction and usage has already become main stream in the consumer world.
The term Web indicates to us the underlying nature of the medium – it is a web a multi connected network. But as they say to a hammer everything looks like a nail, and to agencies and corporations used to push marketing and advertising the web looked like all other above the line broadcast media. Sadly the most of us fell in behind them blindly adopting big business ‘best practice’.
Luckily the web was saved by the very people that corporations are trying to engage – consumers. Web 2.0 sprung up and consumers took back (some) control, becoming contributors, communities formed.
Many agencies and corporations are still swimming against the tide – after all they used to dictate the direction of the tide. Which is unfortunate because amongst the new challenges presented by Web 2.0 are some fantastic opportunities.
It may now be harder to sell rubbish using brute force, but it is also now much easer to reach an audience with something great (or using a great idea).
In this section you can explore some of the ramifications of Web 2.0 in business:
- Power with the individual, not the company
- Interaction, not broadcast
- Communities, not audiences
- Niche, not volume
- Aid the journey: do not interrupt it
- Web 2.0 approaches in B2B
- Importance of Search
- Open Source as a viable alternative
- The Web as a cost saving resource
- The Open Source catch: free but useless?
- Saas and On Demand
- Network effects