The Present &Future ofDigital Marketing                                  John Lambie                                 Regio...
Agenda• The Past  • Where have we been?                                            Thru the lens of:  • The survivors     ...
The Past:                  DotCom Madness                   What happened?                    Who survived?© 2008 Bates141
So, What Was Marketing 1.0?                             Dial-upi-thatTelemarketing vortals                       adware   ...
Web 1.0: The Highs & Lows•   1986: Internet formed•   1990: iMdb launches in Usenet•   1992: WWW launched•   1995: Netscap...
© 2008 Bates141
What was Web 1.0?   “Read Only” = Brochure-ware      © 2008 Bates141
What was Mobile 1.0?      Talk + Text   = Mobile Phones       © 2008 Bates141
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           ©...
What was Shopping 1.0?  Limited Interactivityperception                     reality= eCatalog eCommerce             © 2008...
Roadkill on the InformationSuperhighway     © 2008 Bates141
Info Superhighway Roadkill          © 2008 Bates141
The Survivors   © 2008 Bates141
Lessons Learned   Start with a Business Model   And then a A Business PlanOrder & Process beats Fast & Loose      Substanc...
The Present: Digital Marketing2.0         What’s Happening?          Who’s Thriving?             © 2008 Bates141
So, What’s Marketing 2.0?mash-upsweb services      mobile                  VoIP call centres                              ...
Web 2.0: The Highs & Lows•   2000: Google launches keyword advertising•   2001: Wikipedia•   2002: Friendster, RSS 2.0, Xb...
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                     QUALITYthe Road               People want cool stuff                                 ACCES...
The Thrivers: bits      © 2008 Bates141
The thrivers: atoms      © 2008 Bates141
Enough Already The 2.0 World is changing the way we do everything!                    Travel Watch                    Date...
Lessons Learned    The customer is always right  Your customers are your brandCustomers expect choice and controlWOM is th...
The Future:Marketing 3.0Where’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            © 2008 Bates141
Advertising 3.0?Personal Targeting = I am my media      © 2008 Bates141
Shopping 3.0?Preferential Personal Purchasing Power                                 = meCommerce               © 2008 Bate...
The Drivers: Leading the Pack           © 2008 Bates141
How to Get Ahead        Open       Invite       Listen         Ask      Respond       Share Question the Macro Observe the...
The_past_present_future_of_digital_marketing
The_past_present_future_of_digital_marketing
Upcoming SlideShare
Loading in...5
×

The_past_present_future_of_digital_marketing

288

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
288
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

The_past_present_future_of_digital_marketing

  1. 1. The Present &Future ofDigital Marketing John Lambie Regional Digital Creative Director Bates141 © 2008 Bates141
  2. 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
  3. 3. The Past: DotCom Madness What happened? Who survived?© 2008 Bates141
  4. 4. So, What Was Marketing 1.0? Dial-upi-thatTelemarketing vortals adware SPAM SPAM DM TV What’s New! e-this WEB eMail Flash Animationsdot.com Radio portals hortals SPAM SPAM SPAM About UsPORN Blinking BannersPop-ups Contact Us dot.gone links SPAM Directories spywareWhat’s SPAM HotBrochureware SPAM Press SPAM © 2008 Bates141
  5. 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
  6. 6. © 2008 Bates141
  7. 7. What was Web 1.0? “Read Only” = Brochure-ware © 2008 Bates141
  8. 8. What was Mobile 1.0? Talk + Text = Mobile Phones © 2008 Bates141
  9. 9. What was the Social Grid 1.0? 6 degrees of separation = You’re in my contact list © 2008 Bates141
  10. 10. What was Advertising 1.0? Links + Listings + Banners + Pop-ups + Buttons + Spam= Ad Nauseum + Inbox Invasion © 2008 Bates141
  11. 11. What was Shopping 1.0? Limited Interactivityperception reality= eCatalog eCommerce © 2008 Bates141
  12. 12. Roadkill on the InformationSuperhighway © 2008 Bates141
  13. 13. Info Superhighway Roadkill © 2008 Bates141
  14. 14. The Survivors © 2008 Bates141
  15. 15. Lessons Learned Start with a Business Model And then a A Business PlanOrder & Process beats Fast & Loose Substance beats Style © 2008 Bates141
  16. 16. The Present: Digital Marketing2.0 What’s Happening? Who’s Thriving? © 2008 Bates141
  17. 17. So, What’s Marketing 2.0?mash-upsweb services mobile VoIP call centres rich media widgets m-this file-sharingPOD AdWords iP-thateCRM playlists tags integrationwireless WiFivideo API Social networks iPTV RSS 3GGPS targeted banners BroadbandVOiP virtual worlds blogs AI searchAJAX user-generated POS © 2008 Bates141
  18. 18. 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
  19. 19. What’s Web 2.0? “Read/Write”= The Customer Strikes Back © 2008 Bates141
  20. 20. What’s Mobile 2.0?Talk + Text + Web + Media + Apps = Mobile Devices © 2008 Bates141
  21. 21. What’s the Social Grid 2.0? one degree of separation= We’re all just a click away © 2008 Bates141
  22. 22. What’s Advertising 2.0?Contextual & Behavioural Targeting = Ad Relevance © 2008 Bates141
  23. 23. What’s Shopping 2.0?Customer Ratings, Reviews & Recommendations = weCommerce © 2008 Bates141
  24. 24. The Code of QUALITYthe Road People want cool stuff ACCESS Make it easy to find OPENNESS Don’t bullsh*t CONTROL Let them play with it © 2008 Bates141
  25. 25. The Thrivers: bits © 2008 Bates141
  26. 26. The thrivers: atoms © 2008 Bates141
  27. 27. Enough Already The 2.0 World is changing the way we do everything! Travel Watch Date Bank Find Stay up to dateWorkMeet Communicate LearnSearch Interact entertain Play Listen Evaluate Find info © 2008 Bates141
  28. 28. Lessons Learned The customer is always right Your customers are your brandCustomers expect choice and controlWOM is the best form of advertising © 2008 Bates141
  29. 29. The Future:Marketing 3.0Where’s it going? Who’s driving? © 2008 Bates141
  30. 30. © 2008 Bates141
  31. 31. Marketing 3.0? © 2008 Bates141
  32. 32. Web 3.0? “Read/Write/Execute”= The Customer Customizes © 2008 Bates141
  33. 33. Mobile 3.0?The whole world in my hands = My Device is Me © 2008 Bates141
  34. 34. the Social Grid 3.0? zero degrees of separation= I’m the centre of my universe © 2008 Bates141
  35. 35. Advertising 3.0?Personal Targeting = I am my media © 2008 Bates141
  36. 36. Shopping 3.0?Preferential Personal Purchasing Power = meCommerce © 2008 Bates141
  37. 37. The Drivers: Leading the Pack © 2008 Bates141
  38. 38. How to Get Ahead Open Invite Listen Ask Respond Share Question the Macro Observe the Micro © 2008 Bates141

×