Abstract
From day to day, an ever-changing and differentiated technological structure has played an essential role in the change of relations between businesses, people, and society in general. Along with the technological innovations being a part of everyday life, besides the traditional communication tools used, many different mechanisms have become a necessity in our lives. However, this change has become a focal point for brands in the way of communicating with their target consumers. In addition to the use of traditional communication tools such as television, radio, and print media, many different aspects of advertising, along with the power of the internet and social media, exist in various forms such as mobile advertising, location-based services, advergames, blogs, online content, viral advertising, and virtual reality. At this point, it is aimed to examine the transformation of communication tools from Web 1.0 to Web 3.0 and to focus new media tools.
TopWeb 1.0
The first steps toward Internet were taken in the early 1960s by the ARPA (Advanced Research Project Agency) which was established under the US Department of Defense. In the second half of the 60s, the first attempts were made to connect the computers in government, universities and research organizations to share information within the organization. In 1974, 46 organizations were connected to a computer network, including overseas countries like Norway and London (Ryan, 2016, p. 8).
The first “World Wide Web” page was released by European Organization for Nuclear Research (CERN) on August 6, 1991. The web page contained texts about the internet project. Since this period, the internet, which was a tool used among a limited number of scientists, experienced rapid growth with the introduction to society.
Companies realizing the potential of the internet acted quickly, and many technological enterprises emerged. Many companies launched their web pages. By the end of 1994, the Web had 10,000 servers - of which 2000 were commercial - and 10 million users (Murgia, www.bbc.co.uk). In the same period, the Internet entered a period of stagnation as a result of many failures.
Key Terms in this Chapter
Mobile Marketing: Mobile marketing is a digital strategy aimed at reaching target consumers on their mobile devices.
Web 1.0: Web 1.0 is the first years of the internet which only give information to people through web pages without their participation.
Virtual Reality (VR): Virtual reality is the computer-generated simulation which is experienced through senses by a device.
Web 3.0: Web 3.0 is the technological period that includes the latest internet technologies and applications that can produce data and share between them through to internet connections. It is also called “semantic web.”
Augmented Reality (AR): Augmented reality is an interactive experience produced by the computer in the real-world environment by creating through sound, image.
Web 2.0: Web 2.0 is the period of the internet which people participate with contents they created.
Viral Marketing: Viral marketing is the spread of information about a product or brand between people through sharing by the internet or talk face to face.