Question
What is the difference between Marketing 2.0 and Marketing 3.0?
Answer
Marketing 2.0 is a term used by reasonably smart people who understand that the 2.0 tag indicates that an idea/concept belongs in a broad mega-trend/evolutionary speciation event like the Cambrian explosion. An event whose impact is currently peaking, that is creating an exploding, branching set of innovation paths.
Marketing 3.0 is a term used by idiots who don't understand how evolution works (or canny salesmen who do, but cynically dumb down their own thinking), pitching to other idiots who crave linear/sequential simplicity in everything they do. They are playing a naive game of one-upping the celebrities at the heart of the current revolution, whom they envy.
Use of the 3.0 tag does NOT indicate that you're one step ahead of everybody else. It means you're taking one step sideways into irrelevance through complete incomprehension of what's going on.
Whatever comes after 2.0 will NOT have the 3.0 tag. The 2.0 tag worked to market the current megatrend simply because the whole metaphor of software versioning was prominent in the zeitgeist.
Whatever the next big thing is, we'll only know what sticky label it will attract after the fact, and its contents will almost certainly be nothing like whatever is being predicted by the linear extrapolation "3.0" types.
The only thing we know for (99%) sure in the evolution of technology-driven megatrends is that each one seems to be more complicated and diverse than the last one.
Marketing 3.0 is a term used by idiots who don't understand how evolution works (or canny salesmen who do, but cynically dumb down their own thinking), pitching to other idiots who crave linear/sequential simplicity in everything they do. They are playing a naive game of one-upping the celebrities at the heart of the current revolution, whom they envy.
Use of the 3.0 tag does NOT indicate that you're one step ahead of everybody else. It means you're taking one step sideways into irrelevance through complete incomprehension of what's going on.
Whatever comes after 2.0 will NOT have the 3.0 tag. The 2.0 tag worked to market the current megatrend simply because the whole metaphor of software versioning was prominent in the zeitgeist.
Whatever the next big thing is, we'll only know what sticky label it will attract after the fact, and its contents will almost certainly be nothing like whatever is being predicted by the linear extrapolation "3.0" types.
The only thing we know for (99%) sure in the evolution of technology-driven megatrends is that each one seems to be more complicated and diverse than the last one.