the Past, Present & Future of Digital Marketing

Slide 1: The Present & Future of Digital Marketing John Lambie Regional Digital Creative Director Bates141 © 2008 Bates141

Slide 2: Agenda • The Past • Where have we been? Thru the lens of: • The survivors • The Marketing Tools • The Present • The Web • Where are we now? • The Mobile Space • The thrivers • The Social Grid • The Future • Advertising • Where are we going? • Shopping • The drivers © 2008 Bates141

Slide 3: The Past: DotCom Madness What happened? Who survived? © 2008 Bates141

Slide 4: So, What Was Marketing 1.0? Dial-upi-that Telemarketing vortals adware SPAM SPAM SPAM TV What’s New! e-this DM eMail WEB Flash Animations dot.com Radio portals hortals SPAM SPAM SPAM About Us PORN Blinking Contact Us Banners Pop-ups dot.gone links SPAM Directories spyware What’s SPAM Hot SPAM Brochureware SPAM © 2008 Bates141

Slide 5: 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

Slide 6: © 2008 Bates141

Slide 7: What was Web 1.0? “Read Only” = Brochure-ware © 2008 Bates141

Slide 8: What was Mobile 1.0? Talk + Text = Mobile Phones © 2008 Bates141

Slide 9: What was the Social Grid 1.0? 6 degrees of separation = You’re in my contact list © 2008 Bates141

Slide 10: What was Advertising 1.0? Links + Listings + Banners + Pop-ups + Buttons + Spam = Ad Nauseum + Inbox Invasion © 2008 Bates141

Slide 11: What was Shopping 1.0? Limited Interactivity perception reality = eCatalog eCommerce © 2008 Bates141

Slide 12: Roadkill on the Information Superhighway © 2008 Bates141

Slide 13: Info Superhighway Roadkill © 2008 Bates141

Slide 14: The Survivors © 2008 Bates141

Slide 15: Lessons Learned Start with a Business Model And then a A Business Plan Order & Process beats Fast & Loose Substance beats Style © 2008 Bates141

Slide 16: The Present: Digital Marketing2.0 What’s Happening? Who’s Thriving? © 2008 Bates141

Slide 18: So, What’s Marketing 2.0? mash-ups web services mobile VoIP call centres rich media widgets m-this file-sharing POD AdWords iP-that eCRM playlists tags integration WiFi wireless iPTV RSS video API Social networks 3G targeted banners GPS VOiP virtual worlds Broadband WIKI blogs search user-generated © 2008 Bates141 AI

Slide 19: 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

Slide 20: What’s Web 2.0? “Read/Write” = The Customer Strikes Back © 2008 Bates141

Slide 21: What’s Mobile 2.0? Talk + Text + Web + Media + Apps = Mobile Devices © 2008 Bates141

Slide 22: What’s the Social Grid 2.0? one degree of separation = We’re all just a click away © 2008 Bates141

Slide 23: What’s Advertising 2.0? Contextual & Behavioural Targeting = Ad Relevance © 2008 Bates141

Slide 24: What’s Shopping 2.0? Customer Ratings, Reviews & Recommendations = weCommerce © 2008 Bates141

Slide 25: The Code of QUALITY the Road People want cool stuff ACCESS Make it easy to find OPENNESS Don’t bullsh*t CONTROL Let them play with it © 2008 Bates141

Slide 26: The Thrivers: bits © 2008 Bates141

Slide 27: The thrivers: atoms © 2008 Bates141

Slide 28: Enough Already The 2.0 World is changing the way we do everything! Shop Find Travel Watch Date Bank Work Stay up to date Meet Communicate Learn Search Listen Interact entertain Play Evaluate Find info © 2008 Bates141

Slide 29: 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

Slide 30: The Future: Marketing 3.0 Where’s it going? Who’s driving? © 2008 Bates141

Slide 31: © 2008 Bates141

Slide 32: Marketing 3.0? ? © 2008 Bates141

Slide 33: Web 3.0? “Read/Write/Execute” = The Customer Customizes © 2008 Bates141

Slide 34: Mobile 3.0? The whole world in my hands = My Device is Me © 2008 Bates141

Slide 35: the Social Grid 3.0? zero degrees of separation = I’m the centre of my universe © 2008 Bates141

Slide 36: Advertising 3.0? Personal Targeting = I am my media © 2008 Bates141

Slide 37: Shopping 3.0? Preferential Personal Purchasing Power = meCommerce © 2008 Bates141

Slide 38: The Drivers: Leading the Pack © 2008 Bates141

Slide 39: How to Get Ahead Open Invite Listen Ask Respond Share Question the Macro Observe the Micro © 2008 Bates141

Slide 40: ULL P US H