When the internet bubble burst after the .com revolution many in the industry questioned the value of the web as a marketing tool. Much of the promised hype about making millions from banner adds and pop ups simply irritated the very users they where targeted at.

Companies no longer wanted to invest large sums of their marketing budget swapping banners and passing clicks to one another, hence they went off to focus on more “traditional” marketing techniques.

That paved the way for content rich, interactive and truly customer focused websites to emerge. We see users today interacting with websites by making them their own method of expression, notably the mass popularity of MySpace and Facebook which has changed how we see and use the web.

The demands from end users have led to websites being refined and we have seen a distinct shift to clearer designs, content first, simplistic navigation and interactivity. Of course these principles have always been around but have not truly been adapted by everyone.

Equally as the demands for interactive sites have grown, so has the technology to deliver it. We have seen over the years companies developing a wide variety of platforms, codes, and of course browsers. This has lead developers in all manner of directions as the web struggles to find a clear path to take.

Due to this we are have now seen the emergence of the Web 2.0 principle. Its aim is to find that path, set a standard of web development that meets the demands of the end users utilising as many technologies as feasible.

Its within the confines of the Web 2.0 principle where we can develop a website and know that it will be displayed correctly by all browsers, be searched effectively by spiders and more importantly appeal to the end yours needs.