This week's reading of Citizen Marketers covered the evolution of the Internet. Since it was first developed, the internet has transformed in many ways. The number of users has grown exponentially, especially since the 1990's. The internet has evolved from boring static pages to pages that are updated often and are more appealing to the eyes. This change has been referred to as Web 2.0. McConnell and Huba define Web 2.0 as, "creating collaborative Web experiences when information is shared multilaterally... Web 2.0 is a multiple-way communication between Web-site owner and visitor, and visitors with other visitors" (57). Web 2.0 has become very user friendly and has led to an abundance of information being dispersed over the World Wide Web.
Web 2.0 and XML have led to the creation of Mashups. Mashups occur when two or more data sources are combined. Yelp and City Search are two popular mashups that operate on user content. Both websites provide a map and reader reviews for whatever company someone searches for. If someone searches for a spa on Yelp, the site provides them with the spa they searched as well as other spas located near that spa. Yelp has helped successful companies generate business as a result of positive reviews. The user reviews has helped prevent people from wasting their money on places that receive negative reviews. Without the development of Web 2.0 and the creation of sites like Yelp and City Search, dare I say it... people might actually still be using phone books.