The web 2.0 innovations allowed for a level of interactivity in websites that have personalized the web experience in some ways and in others, reduced it to a transparent attempt to robotically make it personal. The connection is often as personal as the merge mail field in a direct mailer saying “Dear [first name]”, unless we are senior citizens; we’re just not impressed or emotionally impacted because we see through the trick immediately.
The aspects of web 2.0 technology that have been truly transformative are the ones where our login information follows us from page to page, site recognize us upon returning, sites give us geographically specific information upon arrival and sites have dynamic content based upon our profile or other information. Having someone say “Hello Joe” upon arriving might momentarily catch our attention, but unless there is relevant content that immediately follows it, the transparent attempt to establish rapport will dissipate instantly.
The Software as a service (SAAS) industry is built upon web 2.0 and allows for much of the interactive marketing to occur. Essentially it allows website owners to turn their sites into “smart websites” with logic and decision engines backing up the display and control of dynamic content to the end-user. The website becomes a portal to a backend program that reacts to input and information delivered from each individual website viewer. Web 2.0 literally means that the web browsing experience becomes a two-way conversation between the viewer and web-server. This is opposed to the internet of the 1990’s where identical content was pushed to each viewer and it was all hard-coded into static website files.
Website Video technology makes full use of web 2.0 to create an interactive marketing experience for viewers. There are no features of the video content or play behaviors coded into our client sites. Everything is controlled inside our server (SAAS) so that the site owner can make complicated and often last millisecond changes in content with no changes to the site. This affects the user experience by allowing for variables and cookies to control which Website Video plays on any particular page.
The actual experience of this SAAS is that different videos can be played upon each visit to the same page (cookies). It also means that different google ads or social media links can drive specific videos for each user based upon where they came from and which link they clicked. This gives any page with live on page code the ability to act multiple landing pages for multiple targeted services and audiences for those services.
The content of the Website Video’s displayed however, are pre-recorded and do not allow for insertion of keywords, viewer names or target phrases (like mail merge). Keeping in mind that nobody actually believes that the videos are seeing and talking to them, this is forgivable in the Web 2.0 world. What is unforgivable is the website owner pretending that saying “hello Joe” in a robotic voice synthesizer voice will actually build rapport and trick anyone into buyer something they weren’t going to buy already.