the Past, Present & Future of Digital Marketing

The Present & Future of Digital Marketing John Lambie Regional Digital Creative Director 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

The Past: DotCom Madness What happened? Who survived?

So, What Was Marketing 1.0? Brochureware dot.com About Us TV SPAM Directories Radio Pop-ups Contact Us Flash Animations Press SPAM What’s New! eMail Blinking Banners PORN Dial-up Telemarketing dot.gone What’s Hot SPAM SPAM SPAM SPAM links e-this i-that SPAM SPAM portals vortals hortals spyware adware DM SPAM SPAM WEB

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

What was Web 1.0?

“ Read Only”

= Brochure-ware

What was Mobile 1.0?

Talk + Text

= Mobile Phones

What was the Social Grid 1.0?

6 degrees of separation

= You’re in my contact list

What was Advertising 1.0?

Links + Listings + Banners + Pop-ups + Buttons + Spam

= Ad Nauseum + Inbox Invasion

What was Shopping 1.0?

Limited Interactivity

= eCatalog eCommerce

reality perception

Roadkill on the Information Superhighway

Info Superhighway Roadkill

The Survivors

Lessons Learned

Start with a Business Model

And then a A Business Plan

Order & Process beats Fast & Loose

Substance beats Style

The Present: Digital Marketing2.0 What’s Happening? Who’s Thriving?

So, What’s Marketing 2.0? user-generated wireless Social networks iPTV WIKI blogs playlists mash-ups AI integration POS AJAX AdWords GPS targeted banners VOiP Broadband call centres file-sharing RSS WiFi 3G search m-this iP-that API rich media mobile web services video virtual worlds eCRM widgets VoIP tags POD

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: ???

What’s Web 2.0?

“ Read/Write”

= The Customer Strikes Back

What’s Mobile 2.0?

Talk + Text + Web + Media + Apps

= Mobile Devices

What’s the Social Grid 2.0?

one degree of separation

= We’re all just a click away

What’s Advertising 2.0?

Contextual & Behavioural Targeting

= Ad Relevance

What’s Shopping 2.0?

Customer Ratings, Reviews & Recommendations

= weCommerce

The Code of the Road

QUALITY People want cool stuff

ACCESS Make it easy to find OPENNESS Don’t bullsh*t

CONTROL Let them play with it

The Thrivers: bits

The thrivers: atoms

Enough Already

The 2.0 World is changing the way we do everything!

Interact Bank Learn Travel Shop Evaluate Find Search Listen Watch Play Find info Stay up to date Meet Communicate entertain Date Work

Lessons Learned

The customer is always right

Your customers are your brand

Customers expect choice and control

WOM is the best form of advertising

The Future: Marketing 3.0 Where’s it going? Who’s driving?

Marketing 3.0? ?

Web 3.0?

“ Read/Write/Execute”

= The Customer Customizes

Mobile 3.0?

The whole world in my hands

= My Device is Me

the Social Grid 3.0?

zero degrees of separation

= I’m the centre of my universe

Advertising 3.0?

Personal Targeting

= I am my media

Shopping 3.0?

Preferential Personal Purchasing Power

= meCommerce

The Drivers: Leading the Pack

How to Get Ahead

Open

Invite

Listen

Ask

Respond

Share

Question the Macro

Observe the Micro

PULL PUSH

the Past, Present & Future of Digital Marketing

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