Here at quench, we recognize the importance of Web technologies to your brand’s ongoing success.  As proof, we have a Digital team, a Social team, and an Interactive (Web) team in house.  These teams are F&B oriented and work together to produce amazing results for our clients.

Recently, the World Wide Web (WWW) quietly underwent a revolution, no exaggeration. Well, it happened with plenty of fanfare in the sphere of Web development, but the business world is, surprisingly, largely unaware nearly a year later. As a businessperson of any type, you must understand this revolution. It creates multitudes of possibilities and opportunities, limited only by our imaginations — which cannot run wild until we truly understand the nature of those possibilities.

These technical and business opportunities are not limited to “your” “website.” Note the separation of those two words. From this revolution of the Web, important opportunities for your business will spring forth on other websites, not just your website, and not just for your website. Think of your business’ service providers: payroll processing, email marketing, etc. Moreover, these new opportunities are not limited to websites. Software applications (“apps”), both mobile and desktop, (a blurred line these days) utilize the channels of the Web, too. This revolution goes broad and deep.

Old Web, new Web, old Web

Version four of the Web’s fundamental language, HTML (Hypertext Markup Language) guided the Web from an emerging curiosity in 1997 to its present-day ubiquity. That is certainly remarkable.  HTML4 endured for 17 long years, with only one minor revision — 15 years ago (HTML4.01). In the context of technological advances since 1997, that is a very long time for the Web, and your business’ website, to be constrained by the Web itself, with literally no advancement. Sure, supporting Web technologies such as JavaScript and CSS advanced somewhat, but they, too, were constrained by the unchanging HTML4. The Web has been in handcuffs since the introduction of GO-GURT and the Orbitz soft drink.

Finally, in October 2014, the W3C (World Wide Web Consortium) bestowed upon HTML5 the highest official status: Recommended. This should sound a bit weak for a highest official status. The “Web standards” are not standards at all, merely recommendations, which are embraced almost as if they were standards. The world of Web development (Web browsers, tech-centric companies, software developers, etc.) waited impatiently for an HTML update for so long that they embraced components of HTML5 before they were even finalized. Of course, this was good and bad.

After 17 years of stagnation, there are a myriad of improvements in HTML5; yet, a single word sums up the true HTML5-enabled Web revolution: push. Say it with me: “Push.”  Push!  Before HTML5 WebSockets, the overarching push technology, your business could not push information to your website’s visitors. The visitors had to pull it, every single piece of it — every single time. This is a revolutionary change in how the Web can work, opening the aforementioned endless possibilities and business opportunities. However, the Web presently looks indistinguishable from pre-HTML5 days.

What is the holdup‽

Despite HTML5 WebSockets and its push functionality often being described as “a dramatic improvement” and “a colossal advance,” it seems the Web development equivalent of rigor mortis has cemented the Web into “pull” mode. Sure, there are a handful of push implementations, but nothing like there should be by now. The Web is stuck in an HTML4 rut.  After 17 years, with only a mere drizzle of rain once, the use of push should be spreading like proverbial wildfire — but it is not. If you know that your site is leveraging push, you can stop reading this right now. Otherwise, read on for fire-starting guidance.

Your website’s missing ingredient—part two provides specific examples of push implementations by Web revolutionaries, and a specific recommendation for leveraging push for your business’ website.

Marketing lesson: Partner with an agency that will help your brand stay atop of - and leverage - significant developments in Web technology anytime they crop up.