Author Tom Hayes was a featured speaker at GCN's New California 100 event last summer, and also spoke at the Venture Island - Chico "Make Or Break Beach" episode.His book "Jump Point" is a fascinating peek into the not-too-distant future. By 2012, Hayes projects that 3 billion users will be on the internet, equal to the entire global workforce, and that this inflection point will trigger significant social, economic, and entrepreneurial transformation around the world.
The next 100 million internet users won't be connecting via computers on broadband hardwired connections, but through a variety of interfaces, including cell phone handsets and application-specific appliances.
Now he and ABCNews.com's Mike S. Malone have written a detailed analysis of marketing in this "brave new world of retail", recently published in the Wall Street Journal.
But companies with millions of members of online communities are now asking: What next? How do we sell them products and services, or mobilize them into massive de facto R&D, manufacturing and sales departments? We have been studying the challenge and have concluded that very few of the traditional techniques of classical marketing (call them Marketing 1.0), or even of eCommerce (Marketing 2.0) will work in the world of social networks. A very different set of tools, concepts and practices is needed. Call it Marketing 3.0.As we have been learning, users on the Web have a different set of expectations, and command the capabilities to determine which messages will even reach them. Anyone hoping to reach customers through this medium will find Hayes' article enlightening.
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