More screens to come...

Marketing gurus Julie Roehm and Sean Womack defined the current iteration of marketing, which they called 2.x, and prescribed ways to upgrade to 3.x, according to MediaPost; the two were speaking at the OMMA Expo this week.

Ads in the Marketing 1.x era, Roehm and Womack said, were narrative, and in the Marketing 2.x era, informational, with the audience going from passive to active, as well as with a focus on experiential content, such as virals and interactive experiences like The Blair Witch Project's web destination.

When outlining their visions for the Marketing 3.x world, Roehm and Womack discussed a fully integrated, networked world "that transcends the current three-screen campaigns that everyone is talking about. There will be four or five screens, and they will all talk to each other," Womack said. "In the Marketing 3.x world, we move from brand managers to brand integrators," said Roehm.

Two companies that are upgrading to the Marketing 3.x world, they said, are 3M - its culture of continuous innovation legendary, and spending north of $1 billion on R&D each year - and Google, which allows its engineers to use 20 percent of their time on pet projects they think will benefit Google.