It’s a case of the old familiar. Think back to the late 1990s – the Web 1.0 dawn before eCommerce saw everyone trying to stuff their print brochure onto the web = we ended up with brochureware. Web 2.0 hasn’t been any different in my view – now, most brands are trying to stuff their websites into Facebook and e-mail into Twitter. Many still fail at the same core 3 things:
- contextuality – taking true advantage of the when, where and what of the consumer’s last social and mobile moment
- intimacy – aggregating the SoLoMo behavioral footprint of a consumer along with their network to derive lifestyle-driven profile insights
- scalability – wash, rinse, repeat of brand engagement that keeps em coming back for more because you become an intrinsic part of their daily lives, not some awkward interruption or ancillary advertising popup
Now Web 3.0 is knocking at our doors. The promise of Big Data seems pretty enticing, if you can harness it and deliver a truly semantic brand we experience. I’m willing to bet, whoever masters contextuality, intimacy and scalability will come out on top with sCommerce. Any takers?