Introduction to the Assembled Web - Experian Forward
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The document discusses the evolution of the web from separate silos of content, commerce, and community to an "Assembled Web" that integrates these domains. It argues the web is moving beyond individual sites and towards experiences distributed across various platforms. An important aspect is having a digital footprint where customers interact through content distributed on various sites and platforms. Examples discussed include content sponsorships, social shopping experiences, and managing a brand's presence across the distributed web.
![The Assembled Web Distributed Content, Community, and Commerce 27 August 2009 John Eckman, Sr. Director, Optaros Labs, Optaros [email_address] http://twitter.com/jeckman http://www.openparenthesis.org/](https://image.slidesharecdn.com/introassembledwebexperianforewardfinal-090831152929-phpapp02/85/introduction-to-the-assembled-web-experian-forward-1-320.jpg)
![Eras of Web Evolution ,[object Object],Era Characteristics Limitations Web of Documents Content-centric Static HTML experiences / lightweight CMS Focus on eyeballs, stickiness “ The web is a giant universal library for information” Results in Brochure-ware Experiences are not engaging Not digitally native Not interactive / immersive Web of Transactions Commerce-centric Focus on conversion rates “ The web is a giant universal marketplace for buying and selling things” No loyalty to merchants No depth of experience No social interaction Transactional focus often resulted in weak content – don’t distract the buyer Web of Communities (aka “Web 2.0”) Community-centric Focus on “engagement” “ The web is a giant universal cocktail party / high school reunion / community” Struggle to find business models Community for community’s sake Herd mentality Cost of community management underestimated](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Introduction to the Assembled Web - Experian Forward
- 1. The Assembled Web Distributed Content, Community, and Commerce 27 August 2009 John Eckman, Sr. Director, Optaros Labs, Optaros [email_address] http://twitter.com/jeckman http://www.openparenthesis.org/
Editor's Notes
- The challenge with online advertising is that users have learned to ignore it. Numerous eyeball tracking studies have shown that users focus on content and don’t even recall seeing advertising on the page.