Time 2.0, the Next Big Thing

Depending on your perspective and how jaded you are relative to these things, Web 2.0 seems to quickly be on its way to becoming a cliché along the lines of “e-Business”.  Remember e-Business?  Ahhh, good times….but I digress.

Without question Web 2.0 is fundamentally shifting how we understand and engage markets, allowing both consumers and marketers unprecedented access to information about one another.  This transparency, timeliness and fluidity of interaction provide both a massive opportunity and an incredibly complex business challenge.  

Interestingly much of the buzz about all things Web 2.0 is focused on the enabling technologies with less emphasis on how, or if, these technologies and content address a fundamental business or consumer issue.  In some cases many of these technologies do a better job of contributing to the ever growing glut of information than they do providing meaningful tools or resources.  We don’t need more technology or content, we need more time.

So maybe Time 2.0 is a good moniker for the next wave of thinking.  Seems the key question we should be asking ourselves as marketers is “how do our efforts fit within the context of a consumers time?”  In an attention economy, marketing which aspires to provide maximum value in minimal time is marketing that understands and appreciates the realities of everyday life.  Winning the hearts and minds of consumers is largely based on demonstrating an understanding and respect for their beliefs and values.  If we respect the use of time, we can demonstrate we share the same values about the most precious of resources.

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