When I took this picture at left, I thought Tim O’Reilly did not expect to ignite such overuse of a synonym for a product’s next generation when he coined the term, Web 2.0.
From the marketing perspective, I understand the desire to use a term so ubiquitous for message comprehension, but this common software nomenclature become as overexposed as a Hollywood starlet’s love life.
In the web space, there are two camps… those who embrace the term as the “social web” buzzword and others who hate it due to it’s association with companies missing a good business model. If you’re targeting this tech savvy crowd, I suggest you avoid the “dot-oh” label just to be safe.
On a local level, my cable company has abused the term “dot-oh” with their continually lame marketing efforts for cable, broadband and now phone service. Every month they seem to force feed us their increasing numerical “dot oh”, but their offering has no discernible improvements.
Moral of the story… tech consumers (and most others) are too smart and resourceful to hide your offering’s weaknesses behind this cliche. Truly improve your product and your pitch won’t need the crutch of the 2.0 term just to be hip with an audience or explain it’s improved.
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