Marketing 1.0 leads us to direct communication, starting with letter shopping, direct call center activity and any other active that relates only brand and the customer.
Through Social media, Marketing 2.0 grows bigger and it leads to collaborative communication among brand and customer. Now, there are many opportunity with brands to have WOM endorser to create better and faster marketing communication.
During the boom of social media, Marketing 2.0 evolves to become Marketing 3.0 whereas the community has bigger roles on determining on where the brand goes. The key communication is no longer initiated by Brand but by customer and facilitated and amplified by the Brand.