Social media is all the rage. It seems to permeate almost every conversation people are having today – but it wasn’t always that way. I guess the the concept of Web 2.0 has taken on a life of its own. Many people are asking what’s next for the Web when we think about it’s evolution.
The Web is changing very rapidly. As social media has taken on a life of its own, many people are asking what’s next for the Internet. Even though there are many options to consider, Web 3.0 is going to be about user behavior. Sites have already begun using user behavior to shape the online buying experience.
The concept of Web 3.0 really focuses on collecting information about you from a variety of sources and using that data to improve your online experience. This evolution hopes to eliminate the vastness of the Internet and provide you with the information, products, and resources that are most meaningful to who you are and what you want.
Web 3.0 is based on behavioral data. The behavior its tracking goes beyond basic purchase information and aggregates behavioral data from across web sites. Information and activities like on site activity, purchase history and order frequency will be combined from various sources to recommend products and make a real difference in your online purchase experience.
Web 3.0 goes beyond real time data by allowing online merchants and other websites the ability to integrate existing data into user profiles. For site that already have behavioral data, generating meaningful predictive models become even easier. Whether you’ve responded to a one time promotion or have consistently bought from a web site, this information is used to shape recommendations and marketing messages via email and online.
Web 3.0 intelligence anonymously and securely analyzes every customer and web browser to your website. Learning patterns and the context that drives buying decisions will be used to create a highly personalized user experience for each individual. This may be a point of concern for all of you privacy buffs out there but the reality is that web sites track user behavior today and the information becomes more and more sophisticated.
For me the issues isn’t about tracking the behavior, it’s more about how it’s used. For example, if I only buy jeans once every other year, and an online retailer knows my buying behaviors, I’ll be grateful to get less email on a daily basis. This level of intelligence can make the buying experience much more beneficial for the end user and ultimately more economical for the retailer. I know they’ll never pass the savings on to me but you never know.
The concept of Web 3.0 is real and is coming to a store near you. My feeling is that It’s inevitable so don’t try to resist. Rather embrace the technology and learn how to best utilize it. Doing so may actually improve the buying experience.
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