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The Past, Present & Future of DIGITAL MARKETING
1.
2. Contents
• The Past Through the lens of:
• Where have we been? • The Digital Marketing Tools
• The survivors
• The Web
• The Present
• Where are we now? • The Mobile Space
• The thrives
• The Social Grid
• The Future
• Where are we going? • Advertising
• The drivers • Shopping
3. The Past: Digital Marketing 1.0
Dot Com Madness
• What happened?
• Who survived?
4. So, What Was Marketing 1.0?
Telemarketing SPAM Dial-up TV SPAM
SPAM
SPAM DM
portals
hortalsWhat’s New! vortals i-that
eMail FlashSPAM
Animations
dot.com WEB
e-this
SPAM Radio
SPAM About Us
adware
Blinking Banners
PORN
Pop-ups Contact Us links
SPAM
SPAM Directories
What’s spyware SPAM
Hot
Brochureware SPAM dot.gone Press
SPAM
5. Web 1.0: The Highs & Lows
1986 Internet Formation
1990 iMdb launches in Usenet
1992 WWW launched
1995 Netscape IPO, craigslist founded
1996 Flash 1.0
1997 Steve Jobs rejoins Apple
1998 Microsoft Anti Trust
1999 Y2K panic, Blogger launched
2000 The Crash, Napster sued
8. What was the Social Grid 1.0?
6 degrees of separation
• No Interrelationships
• Big Black Book
• Email Contact Lists
• Mobile Contact Lists
=
You’re in my contact
9. What was Advertising 1.0?
Links Listings Banners
Pop-ups Buttons
Spam
=
Ad Unnecessary + Inbox Invasion
10. What was Shopping 1.0?
1. Limited product offerings (too narrow)
2. Poor product delivery
3. Poor inventory integration
4. Poor integration between online and offline marketing
5. Irate real-world channel partners
6. Payment gateways
7. Poor user experience (search, see, order)
8. Poor usability
9. Complications integrating real world inventory
10. Distribution with online applications is poor
Perception Reality
Limited Interactivity = eCatalog , eCommerce
11. Roadkill on the
Road kill on the
Information Superhighway
Information
Superhighway
What was Shopping 1.0?
15. So, What’s Marketing 2.0?
mash-ups rich media iP-that
call centres
file-sharing widgets AdWords web services
eCRM playlists tags POD integration
video Social networks
wireless iPTV RSS
mobile API
GPS
targeted banners
Broadband AI
WIKI
virtual worlds
3G
blogs Wi Fi search
AJAX user-generated VoIP POS
23. Enough Already
The 2.0 World is changing the way we do everything!
Shop Date Bank
Work Find
Travel Watch
Stay up to date
entertain
Meet Communicate
Play
Search Interact Learn
Listen Evaluate Find info
24. Lessons Learned
The customer is always right
Your customers are your brand
Customers expect choice and control
WOM is the best form of advertising
27. Web 3.0?
Read
Write
Execute
=
The Customer Customizes
28. Mobile 3.0?
The whole world in my hands
My memories, My media My data My ID
My license my passport My wallet My credit card
My cash My bank My car keys My house keys
My window to My friends My family My colleagues
My books My web My words My thoughts
My diary My hopes My wishes My dreams
My sense of time My sense of space My sense of direction My security blanketMy
life…
=
My Device is Me
29. The Social Grid 3.0?
zero degrees of separation
=
I’m the centre of my universe