DİJİTAL WEB 3.0 ORTAMINDA GERİLLA PAZARLAMA

Abstract

The Semantic Internet or Web 3.0 offers increasing access to - popularly called open source programs. At the same time, the digital environment has become an unavoidable area of marketing activity, in many segments more important than the traditional analog environment. At the time of Web 1.0 web programmers struggled with extremely complicated computer languages (Basic, Cobalt...), Web 2.0 made the work of computer scientists easier because advanced computer languages (CSS, HTML...) were used for programming and coding; while the current Web 3.0 with semantic technologies through “open source” tools, made it possible for wide use. This change allows the digital marketer to produce web media and designs their content independently. Our research, experimenting in the controlled conditions of the semantic internet, which refers to Poper's research method “trial and error” (Poper, 1997: 157), gave a positive answer to the question of whether the currently available open source tools can be used without a special IT prior knowledge in creating content for digital guerrilla marketing in a way to successfully produce written and design content as part of a digital marketing campaign. The research formulated a new terms: Designer of text and visual and Producer web media. They can “guerrilla free” (or very cheap) create media on the Internet and make design content independently, without special IT knowledge. The terms was imposed as a response to today's ubiquitous “interactive image” - the combination of traditional and digital media in the global IT sphere. We also introduced the new term - web station. It is a station on the Internet where the user in multitasking consumes a web site with several scripts and applications as well, for all available digital devices. The research is intended for communicators, economists and other digital marketer as a practical aspect of independent action in a specific marketing campaign.