Web 2.0 functionality is characterized as facilitating communication, information sharing, interoperability, and collaboration on the World Wide Web. The evolution of this perceived second generation of Web development and design has given the Internet community the ability to create social-networking sites, brought about the evolution of viral marketing, delivered expanded utilization of video-sharing and blog forums that facilitate the exchange of information and ideas that was not thought possible less than a generation ago.
In technical terms, Web Services is a distributed computing technology that offers interaction and collaboration among vendors and customers, with the vision of providing ubiquitous computing. The basic components of Web Services use a platform comprised of XML (or Extensible Markup Language), and HTTP (html). All the standard Web Services work using the following components:
• SOAP (Simple Object Access Protocol)
• UDDI (Universal Description, Discover and Integration)
• WSDL (Web Services Description Language)
In plain language, please!
Okay, so that's all fine and good, but what does it mean for me, you say? Simply stated, Web Services allows for interoperability of web-based applications and/or functions via the Internet or over a network. Examples include: RSS feeds, displaying photos from your flicker photo gallery, or embedded code for widgets to display contextual content, images or video. (See: Web Services Gallery — below)
But simply implementing this functionality is not enough. For organizations to be successful "on the Web," they need an Integrated ONLINE Marketing Solutions Strategy that effectively leverages the basic components of today's Internet world.
Creating an effective ONLINE Marketing Strategy involves a best practices approach that integrates Web, Email, Social and Mobile platforms to effectively communicate with customers, membership, constituents and/or stakeholders.
An organizational website is your ONLINE HOME where your customers, membership, constituents and/or stakeholders can find out information about what you have to offer, and hopefully, are of interest to them. In a sense, it is the ultimate destination where all ONLINE Marketing Channels lead to.
But how you convey this information is just as important as what information you are providing, so when designing and implementing your website there are several important questions one needs to keep in mind:
• Does the information on your website adhere to your Organizational Strategic Plan?
• Is the information on your website organized in a manner that makes it easy for visitors to find (navigate) what they are looking for?
• Are you properly utilizing available technology that not only provides access to this information but enhances the user experience?
• And, more importantly, have you properly tested your site to ensure functional consistency across multiple browser platforms?
We can help you solve these and other questions as well as develop a web presence that is creative yet functional for your organization. For more information visit our Web Projects section.
As far as marketing tools go, email is the most cost-effective available, enabling you to reach people who have actually given you permission to communicate with them and, as a result, are more likely to pay attention to your messages and respond to your calls-to-action.
Simply stated, email plays a critical role in the relationship between brands and consumers. It allows brands to reach out to consumers via a channel that is both personal and fast — and email campaign reaction by recipients can almost be instantaneous. Through utilization of numerous online tools you can also measure the effectiveness of your email campaigns and track your ROI. For more info about developing Online and Offline Marketing Channels visit our Integrated Communications section.
The development and implementation of an effective Social Media Strategy allows organizations a better means of creating a conversation. By communicating to customers, membership, constituents and/or stakeholders you are engaging them to interact with your brand and become involved in issues as well as help to build consensus and formulate policy.