What does Marketing 2.0 stands for?

Google definition is fairly straight forward:  there isn’t any, “define:marketing 2.0″ query came back with “No definitions were found for marketing 2.0“. 

Is Marketing 2.0 another buzz word?

Yes and No, we are definitely witnessing a 2.0 trend: Web 2.0, Commerce 2.0, Social 2.0, Life 2.0 but Marketing 2.0 is not a new concept as such, it is the evolution of marketing in the last 10 years.

Marketing has grown up, new marketing opportunities arise always more powerful, more integrated, more interactive.

Companies are really slow at embracing new marketing techniques, the population is happy to spend more than 50% of their time on-line but yet companies only invest a fraction of their budget in digital marketing.

Why is that? I do not have the golden answer to this, but I think companies have spend too much time replicating past successes and are a bit too shy in thinking out of the box even if consumer behavior changed radically.
Another reason could be the lack of digital marketer supply, talking to one of my friend HR have difficulties recruiting good profiles that understand on-line and the implication of the media, not only from a market stand point but also from a budget and ROI perspective.
Let’s face it, this is also difficult to get senior management engagement and commitment in a digital campaign, they understand the concept but are not too sure this is the right move.

Coming back to my first question, what does Marketing 2.0 stands for?
It is about understanding your customer better, engaging with them and see them as unique profile.
When off-line marketing is about putting people into categories (I will be a 30-35 female, with incomes of £50-80K per annum), on-line is about valuing me Aurelia Noel as an individual and as a consumer.

What do I mean by that?
Off-line will be what media to buy to reach 30-35 female, with incomes of £50-80K per annum, when On-line will be what are Aurelia Noel’s surfing patterns and on-line behavior I need to take into account to influence her purchases.
Marketing 2.0 is about, putting the consumer at the heart of your marketing strategy not the media.

Marketing 2.0 means putting yourself in question as a marketer, optimise on a daily basis, use multivariate testing and demographic targeting, always question your best practices to create new ones and adapt in the fast changing environment of the digital world.

Ultimately you can achieve better results without necessarily adding more budget.