If you’re a company that isn’t fluent in the latest web technologies collectively referred to as “Web 2.0,” it can seem a bit like a lot of baffling hype and indecipherable jargon.  In all honestly, there is a great deal of hype involved in the next generation of web technologies and design concepts.  However, the basic principles that have come to the forefront of interactive development are actually based on the direction that much offline marketing has been headed for the last few years. 

The emphasis on a rich, intuitive user interface is an interactive version of coffee shops offering deep armchairs and wi-fi access. The idea is to create a comfortable, enjoyable experience for the customer with every transaction; emotionally engaging them and making them want to come back time and time again.  Social media is an interactive extension of the oldest form of advertising known to man: word of mouth.  In a post 9-11, post-Enron world, customer trust in corporate messaging is at an all-time low.   Social media provides an added level of personal credibility to persuade cynical generation-x and millennial customers of the value of what you deliver. 

So now that you understand the value of implementing the concepts of Web 2.0 into your online branding strategy; what are the next steps?  Will it mean scrapping your existing web site completely, or are there smaller, more gradual steps you can take to create a better user experience? 

The first step is taking a look at the basic technical infrastructure of your current site.   If you’re going to add interactive features that will remember a user and their preferences upon each visit, is your site currently set up with a database to track that information behind the scenes?  What programming language does your current site use?  Are there features of your current site that could create a richer user experience that simply aren’t being used at this time?  An example of this would be if you are currently on a hosting package that includes a company blog or message board, but you haven’t implemented those features yet. 

Another step would be evaluating your site from a design perspective to see if it looks dated, if the general layout of the pages is intuitive and logical, or if there are problems with the navigational flow.  Is it clear at first glance to a newcomer what the most important information on your home page is?  Is it clear what links, menu items, or other features should be clicked first, second or third?  How many clicks is it going to take a new user to find the information they are most likely to be looking for?

As a business owner or marketing and brand manager, you should set aside a little time to evaluate your current site from a user-experience standpoint.  Make a list of potential problems, and another list of new features or strategies that you would like to implement.  Set up a meeting with your interactive marketing provider to discuss what it will take to bring your online presence into the next generation. 

• in the next issue:  Risky Business:  The perils and promise of corporate blogging?