Marketing 1.0 leads us to direct communication, starting with letter shopping, call center activity, and any other activity that relates only brand and the customer.

Through social network, marketing 2.0 grows bigger. It leads to a better and collaborative communication among brand and customer. Now, there are many opportunities for brands to have WOM endorser to enhance better and faster marketing communication. 

During the explosion  of social network, 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.