There is a movement underfoot and the catalyst for this transformation is not the Internet - it is broadband. Broadband brings the speed to the Internet and with speed comes the ability to create greater interaction. In the early 1990s, the Internet boomed and shortly thereafter busted. Although many believed that after the 1990s we’d seen the last of the Internet, it was really the first sign of the impact the Internet would have on our world. And here we are again - only this time the Web is here to stay. Coined as Web 2.0, broadband speed is allowing the new Internet to be filled with rich, interactive content. Amazon, Ebay, MySpace and similar sites shape the Internet by providing communities where stories and experiences are shared - that can change behavior.
The user is in control and businesses are surrendering control to those consumers. Web 2.0 is not about slapping a new design on existing Web sites. It is a complete transformation and redefinition of the way people communicate and make decisions.
Real time decisions are not only possible but are expected. As all these changes relate to marketing and advertising, industry experts believe that the majority, if not all, of advertising will be delivered over IP (Internet Protocol) networks by 2010. Think about that next time you visit a first-generation Web site. After all, if this statistic is true, Web sites are the television stations of the future.