the Past, Present & Future of Digital Marketing
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Transcript of the Past, Present & Future of Digital Marketing
© 2008 Bates141
The Present & Future of Digital Marketing
John LambieRegional Digital Creative Director
Bates141
© 2008 Bates141
Agenda
• The Past
• Where have we been?
• The survivors
• The Present
• Where are we now?
• The thrivers
• The Future
• Where are we going?
• The drivers
Thru the lens of:
• The Marketing Tools
• The Web
• The Mobile Space
• The Social Grid
• Advertising
• Shopping
© 2008 Bates141
The Past: DotCom Madness
What happened?
Who survived?
© 2008 Bates141Brochureware
dot.com About Us
TVSPAM
Directories
Radio
Pop-ups Contact Us
Flash Animations
PressSPAM
What’s New!eMail
Blinking BannersPORN
Dial-upTelemarketing
So, What Was Marketing 1.0?
dot.goneWhat’s
HotSPAM
SPAMSPAMSPAM
links
e-this i-that
SPAMSPAM
portals
vortals
hortals
spyware
adware
DM
SPAMSPAM
WEB
© 2008 Bates141
Web 1.0: The Highs & Lows
• 1986: Internet formed
• 1990: iMdb launches in Usenet
• 1992: WWW launched
• 1995: Netscape IPO, craigslist founded
• 1996: Flash 1.0
• 1997: Steve Jobs rejoins Apple, first ‘weblog’
• 1998: Microsoft Anti Trust
• 1999: Y2K panic, Blogger launched
• 2000: The Crash, Napster sued
• 2001: The Meltdown
© 2008 Bates141
© 2008 Bates141
What was Web 1.0?
“Read Only”
= Brochure-ware
© 2008 Bates141
What was Mobile 1.0?
Talk + Text
= Mobile Phones
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What was the Social Grid 1.0?
6 degrees of separation
= You’re in my contact list
© 2008 Bates141
What was Advertising 1.0?
Links + Listings + Banners + Pop-ups + Buttons + Spam
= Ad Nauseum + Inbox Invasion
© 2008 Bates141
What was Shopping 1.0?
Limited Interactivity
= eCatalog eCommerce
realityperception
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Roadkill on the Information
Superhighway
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Info Superhighway Roadkill
© 2008 Bates141
The Survivors
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Lessons Learned
Start with a Business Model
And then a A Business Plan
Order & Process beats Fast & Loose
Substance beats Style
© 2008 Bates141
The Present: Digital Marketing2.0
What’s Happening?
Who’s Thriving?
© 2008 Bates141user-generated
wirelessSocial networks
iPTV
WIKI blogs
playlistsmash-ups
AI
integration
POSAJAX
AdWords
GPS targeted bannersVOiPBroadband
call centres
So, What’s Marketing 2.0?
file-sharing
RSSWiFi
3G
search
m-thisiP-that
API
rich mediamobileweb services
video
virtual worlds
eCRM
widgets
VoIP
tagsPOD
© 2008 Bates141
Web 2.0: The Highs & Lows
• 2000: Google launches keyword advertising
• 2001: Wikipedia
• 2002: Friendster, RSS 2.0, Xbox Live
• 2003: mySpace, Second Life
• 2004: “Web 2.0” coined, Google IPO, flickr & Gmail launch
• 2005: GoogleMaps, YouTube, Xbox 360
• 2006: Wii, Facebook goes public
• 2007: iPhone, Google announces Android & buys Doubleclick,
Facebook announces Platform, Amazon launches Kindle eReader
• 2008: ???
© 2008 Bates141
What’s Web 2.0?
“Read/Write”
= The Customer Strikes Back
© 2008 Bates141
What’s Mobile 2.0?
Talk + Text + Web + Media + Apps
= Mobile Devices
© 2008 Bates141
What’s the Social Grid 2.0?
one degree of separation
= We’re all just a click away
© 2008 Bates141
What’s Advertising 2.0?
Contextual & Behavioural Targeting
= Ad Relevance
© 2008 Bates141
What’s Shopping 2.0?
Customer Ratings, Reviews &Recommendations
= weCommerce
© 2008 Bates141
The Code of the Road
QUALITY People want cool stuff
ACCESS Make it easy to find
OPENNESSDon’t bullsh*t
CONTROL Let them play with it
© 2008 Bates141
The Thrivers: bits
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The thrivers: atoms
© 2008 Bates141
Enough Already
The 2.0 World is changing the way we do everything!
Interact
BankLearn
TravelShop
Evaluate
Find
SearchListen
Watch
PlayFind info
Stay up to date
Meet Communicateentertain
DateWork
© 2008 Bates141
Lessons Learned
The customer is always right
Your customers are your brand
Customers expect choice and control
WOM is the best form of advertising
© 2008 Bates141
The Future:Marketing 3.0
Where’s it going?
Who’s driving?
© 2008 Bates141
© 2008 Bates141
?
Marketing 3.0?
© 2008 Bates141
Web 3.0?
“Read/Write/Execute”
= The Customer Customizes
© 2008 Bates141
Mobile 3.0?
The whole world in my hands
= My Device is Me
© 2008 Bates141
the Social Grid 3.0?
zero degrees of separation
= I’m the centre of my universe
zero degrees of separation
= I’m the centre of my universe
© 2008 Bates141
Advertising 3.0?
Personal Targeting
= I am my media
© 2008 Bates141
Shopping 3.0?
Preferential Personal Purchasing Power
= meCommerce
© 2008 Bates141
The Drivers: Leading the Pack
© 2008 Bates141
How to Get Ahead
Open
Invite
Listen
Ask
Respond
Share
Question the Macro
Observe the Micro
PULLPUSH