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Web 2.0 provided consumers with communication power through social media, meaning that companies had to “join the conversation”, learn to listen and communicate with their audience and engage their brands (Shields, 2008). 

Web 3.0 (Semantic Web) allowed brands to further engageme through personalisation, not just by style and format, but also content (Koren, 2012). Brand engagement becomes critical as trust is the crucial medium to relationship building with consumers. 

Facebook introduced “Graph Search”, meaning that the integration of social elements and the semantic web enables users to have a more connective and smarter web experience (Fine, 2013), allowing a better search experience for users which is “more intuitive and yields better hits” (Fine, 2013). Brands also have access to more accurate data that mirrors the searches being done for their products (Schepke, 2013). 

Web 3.0 allows brands to be much more engaging as brands use their powers of persuasion along with old marketing techniques to change consumer behaviour. The Guardian suggests desired behaviour can be achieved through visual, emotive and social nudges (Shea, 2012). 

The Web 4.0 era will be more about the online customer assurance. It will also mean more powerful interfaces, such as ambient and artificial intelligence. Brands will have to replicate customer experience online as it is offline. 

Massive Dynamics will unveil a first Web 4.0 computing tablet which will operate on Google’s Android platform. This device will give the company priority access to the potential  210 million tablets forecasted by Digitimes to be sold in 2013 (Marketwatch, 2013). The device can receive information and instructions from its user without the need to touch the tablet, or utilise voice input or involve any external peripheral device (Marketwatch, 2013). 

Bibliography:

Blanchard, O., 2013. Introducing Graph Search. Photograph. Available from: http://thebrandbuilder.files.wordpress.com/2013/01/fgs.jpg [Accessed 28 February 2013].

Blogspot, 2010. The future of artificial intelligence. Photograph. Available from: http://thefutureofartificialintelligence.blogspot.co.uk/2010/08/2010-is-start-of-web-40.html [Accessed 28 February 2013].

Fine, B., 2013. Web 3.0, Facebook Graph Search, Bing: What it means for brands. USA: Bob Fine. Available from: http://thesocialmediamonthly.com/web-3-0-facebook-graph-search-bing-what-it-means-for-brands/ [Accessed 28 February 2013].

Flickr, 2009. Web 3.0 Presentation World Cloud. Photograph. Available from: http://www.flickr.com/photos/bonus/3772366436/ [Accessed 28 February 2013].

Hinchcliffe, D., 2007. Web 2.o Concept. Photograph. Available from: http://www.labnol.org/internet/favorites/the-difference-between-web-10-and-web-20/665/ [Accessed 28 February 2013].

Koren, J., 2012. What is Web 3.0? USA: SlideShare. Available from: http://www.slideshare.net/joh5700/what-is-web-30-12562936 [Accessed 28 February 2013].

Marketwatch, 2013. Massive dynamics tentatively schedules unveiling of new Web 4.0 Table. USA: Marketwatch. Available from: http://www.marketwatch.com/story/massive-dynamics-tentatively-schedules-unveiling-of-new-web-40-tablet-in-cupertino-on-march-15th-2013-01-07 [Accessed 28 February 2013].

Schepke, J., 2013. Facebook Graph Search: How multi-location brands & local marketers can capitalize USA: Jon Schepke. Available from: http://searchenginewatch.com/article/2250855/Facebook-Graph-Search-How-Multi-Location-Brands-Local-Marketers-Can-Capitalize [Accessed 28 February 2013].

Shea, L., 2012. Nudging the nudgers: brands, persuasion and sustainable lifestyles. The Guardian, 19 October 2012. Available from: http://www.guardian.co.uk/sustainable-business/brands-sustainability-nudge-power [Accessed 28 February 2013].

Shields, L., 2008. How Web 2.0 is changing the World of Marketing. USA: Slideshare. Available from: http://www.slideshare.net/lanceshields/how-web-20-is-changing-the-world-of-marketing-presentation [Accessed 28 February 2013].