Exercice de synthèse pour mieux comprendre les enjeux et les particularités de chaque étape de l'évolution du web.
Le web 1.0, encore appelé web traditionnel, est avant tout un web statique, centré sur la distribution d’informations.
Le web 2.0, ou web social, privilégie la dimension de partage et d’échange d’informations et de contenus
Le web 3.0, aussi nommé web sémantique, vise à organiser la masse d’informations disponibles en fonction du contexte et des besoins de chaque utilisateur, en tenant compte de sa localisation, de ses préférences, etc.
Le web 4.0, évoqué par certains comme le web intelligent, vise à immerger l’individu dans un environnement web de plus en plus prégnant.
Representing the Digital Enterprise Research Institute, Liam Ó Móráin , recently discussed the work of the DERI on the Semantic Web and the move from Web 2.0 to Web 3.0.
Liam explains how the evolution of Web 2.0 to Web 3.0 (also known as Semantic Web) is taking the web experience to the user in a new and more powerful way. Web 3.0 will quickly and easily combine information from very diverse sources and serve the information to the user, based on intelligent browsing.
"The idea that business is strictly a numbers affair has always struck me as preposterous. For one thing, I’ve never been particularly good at numbers, but I think I’ve done a reasonable job with feelings.
Wireless connectivity of billions of objects offers many benefits--and risks.
The internet of things is a concept that aims to extend the benefits of the regular internet -constant connectivity, remote control ability, data sharing, and so on- to goods in the physical world. Foodstruffs, electronics, appliances, collectibles: all would be tied to local and global networks through embedded sensors that are "always on".
Web 3.0 (or the Semantic Web), is talked as being about the connection of things using Internet-enabled devices and the ability for technology to figure out the real meaning from the interactions and the data between an infinite number of touch points.
Whilst technology continues to bring people and brands closer together, Kotler’s also saying that there’s a cultural shift that’s making it happen, people increasingly want to be more connected.
In a consumer-driven economy, the good a company does is increasingly becoming its defining competitive advantage. While CSR, cause marketing and sustainability might have seemed like nice-to-dos just a few years ago, articulating your brand's core values is now critical in terms of the reputational, employee productivity, and bottom line impact to your company.
As Rich Fernandez, Director of Executive Development at Google, said recently at Sustainable Brands '13, If a company's product is not improving lives, it's diminishing them." In the face of rising consumer activism, Marketing 3.0 will be won by those who become purpose-driven social brands. To do so, the CMO, CSO, CSR, and Foundation leads must align to bring a cohesive brand story to life that clearly defines the company's "social license to operate....
Last month, we talked about the evolution of the web, and discussed ten dimensions of how the web evolved, from the technology evolution to the role of marketing, all facets leading to the empowerment of and delivery-of-service-to the customer. This month, we are profiling ten leading companies who are taking leadership roles in the evolution of the web.
1. Amazon: From Aggregated Deliveries of Everything
Amazon is leading the way, delivering goods to the door, leveraging the web, cloud, IT, morphing from an online bookstore to the selling of everything, expanding and addressing the needs of the customer, and the many devices they use, all delivered to their door. Sophisticated tools and algorithms track what you’ve ordered and predict what may be of interest to you as well and efficient operational processes and deep and broad relationships with a range of manufacturers and distributors assist in the aggregated delivery of products on-demand. Look for the growth of AmazonFresh for same-day deliveries, and even a partnership with USPS for Sunday deliveries.
2. Apple: Sensors and Devices
The ‘What’s Next’ question has hung over Apple since the passing of business icon Steve Jobs, but there’s no denying that Apple products are flying off the shelves – most recently the 5s and 5c, with 9 million sold in the first weekend. Congrats also on the new light iPad design, the ultra-loyal Mac following, the proliferation of apps, etc., May I suggest that the ‘What’s Next’ question might be related to the fingerprint sensor in the 5s. What are the implications for innovations in mobile sensors?
3. Cisco: The Internet of Everything
Cisco facilitated the growth of the internet with its hardware and software offerings – from broadband internet to routers to security, sensors and software solutions. They leading the Internet of Everything efforts, connecting the data, people and processes for a more connected world. Cisco will continue to facilitate the age when physical sensors and the data they generate will help people and things better evaluate and manage resources and make data-based decisions, real-time.
4. eBay: Connecting Buyers and Sellers, Optimizing Deliveries to the Door
eBay’s network of buyers and sellers and its processes for creating trusted connections quickly between them have made them a force to be reckoned with. The focus on local shopping and on one-hour deliveries through the eBay Now program make them a leader in the delivery-of- b-to-c, c-to-c products to-the-door.
5. General Electric: The Industrial Internet
Known for decades to businesses as an energy, power and water company and to consumers as a lighting, appliance and home improvement company, watch what they will do, pushing the Industrial Internet – the Boundaries of Minds and Machines. See how they will support clients like railroads and airlines to proactively manage malfunctions, and how they will support our healthcare needs through devices and the cloud and our pure water needs through tech-driven filters.
6. Google: From Search to Video, Communities to Devices
“From its beginnings as a search engine and even following its incredible adoption and expansion, nobody projected. It’s impressive how Google is weeding out things-that-don’t work, and making video solutions like YouTube outstanding and easy to use. Indeed Google is proactively managing the volumes of data so that they are relevant to the user, and to niche groups of users. Couple this with their solutions delivered to the door, to the home, and the device innovations from Google Glass to Chrome Dongle and they are a force to be reckoned with.”
7. IBM: Big Data Evangelist, Real-World Problem-Solver
IBM evangelism for cities and universities also showcase its sophisticated problem-solving abilities leveraging data storage and analytics to solve real-world problems. See examples of what IBM is doing for French city Lyon to improve traffic flow, and follow what IBM is doing to introduce big data curriculum into universities. There are huge consulting contracts around big data to be had, and IBM will be in the think of it.
8. Microsoft: Embracing SaaS and Mobile
Give Microsoft credit for bringing personal computers and software to the masses, and for continuing to grow and expand through the evolution of the web. It also takes courage to expand into devices and phones and applications sold online, rather than shrink-wrapped. Look for Microsoft to continue to find its way as it works with partners to usher in Web 3.0.
9. Netflix: Beyond Streaming Movies, to Custom Content
Breaking the mode first with its mail-in movies on DVD, then its migration to streaming movies and shows on demand, and now custom content creation, Netflix has consistently led the way with a grand vision and exceptional execution. We have every confidence that Netflix will continue to efficiently deliver customized, quality content to an ever-demanding and widening user base.
10. Yahoo: the Future of Content
Started as a search engine like Google, Yahoo grew like wildfire, and then had an identity crisis. I see it finding its way – making the world’s daily habits (whether it’s games or groups or movies or news or weather) both inspiring and entertaining. So don’t discuss Yahoo, still (barely) a Fortune 500 company with revenues at around 5 billion. In fact, I see it as a platform for customized content, delivered to individuals and niche groups, a core Web 3.0 capability.
Le Web a 25 ans, merci Tim Berners-Lee [Infographie]. Vincent (G+) ... Blogueur depuis 1999 sur les nouvelles technologies, design & culture 2.0, la science, mobilité, robotique, marketing Internet et réseaux sociaux.
Sé-ren-di-pi-té. Certes, le mot ne se prononce pas aisément, il est difficile à mémoriser, et pourtant, il est essentiel à notre état d’esprit dans l’approche planning stratégique afin d’apporter des insights frais et nouveaux aux marques.
de la sérendipité comme réponse à l’incertitude, à la rapidité des changements ...
de la transversalité comme mise en contexte pour mieux comprendre...
Will Social Search - Web 3.0 - take hold and redefine the nature of marketing, ecommerce and the digital customer experience?
The competition for influence is fierce. Facebook, with approximately 800 million users, is leading the way. As early as October 2009, Microsoft’s Bing partnered with Twitter and Facebook to add real-time updates from users to its search results.
Shortly thereafter, Google’s June 2011 launch of Google+ (G+) continued the trend by populating the results of its users’ searches with more personally relevant information.
Google uses stored data from Google Documents, geo-location tags from Picasa (a photo sharing platform), playlists from Google Music and even contacts and calendar information from Gmail to offer tailor-made search engine results.
The implications of Web 3.0 are profound.
The customer experience will play a greater role than ever before in terms of marketing.
Search engine optimisation (SEO) will fall by the wayside as it becomes more important for real people to write raving reviews for their social networks or a community of custom fan page members.
Quand le tribunal de grande instance de Lyon a condamné l'an dernier la Caisse d’épargne Rhône-Alpes parce qu'elle "benchmarkait" ses commerciaux, il a invoqué deux raisons principales :
la banque comparait ses commerciaux en permanence, sans répit ;
aucun objectif n’avait été fixé. La consigne était de « faire mieux que les autres ». « Ainsi nul ne sait à l’issue d’une journée donnée, s’il a ou non correctement travaillé, puisque la qualité de son travail dépend avant tout des résultats des autres. »