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- 1. The Present &
Future of
Digital Marketing
John Lambie
Regional Digital Creative Director
Bates141
© 2008 Bates141
- 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. The Past:
DotCom Madness
What happened?
Who survived?
© 2008 Bates141
- 4. So, What Was Marketing 1.0?
Dial-upi-that
Telemarketing vortals adware
SPAM
SPAM
DM TV What’s New!
e-this
WEB eMail Flash Animations
dot.com Radio
portals hortals SPAM
SPAM
SPAM About Us
PORN
Blinking Banners
Pop-ups Contact Us
dot.gone links
SPAM Directories
spyware
What’s SPAM
Hot
Brochureware SPAM Press
SPAM
© 2008 Bates141
- 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
- 7. What was Web 1.0?
“Read Only”
= Brochure-ware
© 2008 Bates141
- 9. What was the Social Grid 1.0?
6 degrees of separation
= You’re in my contact list
© 2008 Bates141
- 10. What was Advertising 1.0?
Links + Listings + Banners +
Pop-ups + Buttons + Spam
= Ad Nauseum + Inbox Invasion
© 2008 Bates141
- 11. What was Shopping 1.0?
Limited Interactivity
perception reality
= eCatalog eCommerce
© 2008 Bates141
- 15. Lessons Learned
Start with a Business Model
And then a A Business Plan
Order & Process beats Fast & Loose
Substance beats Style
© 2008 Bates141
- 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
wireless WiFi
video API Social networks
iPTV RSS
3G
GPS targeted banners
Broadband
VOiP virtual worlds
blogs AI search
AJAX user-generated POS © 2008 Bates141
- 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
- 20. What’s Web 2.0?
“Read/Write”
= The Customer Strikes Back
© 2008 Bates141
- 22. What’s the Social Grid 2.0?
one degree of separation
= We’re all just a click away
© 2008 Bates141
- 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
- 28. Enough Already
The 2.0 World is changing the way we do everything!
Travel Watch
Date Bank
Find Stay up to date
Work
Meet Communicate Learn
Search Interact
entertain Play
Listen Evaluate Find info
© 2008 Bates141
- 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
- 33. Web 3.0?
“Read/Write/Execute”
= The Customer Customizes
© 2008 Bates141
- 35. the Social Grid 3.0?
zero degrees of separation
= I’m the centre of my universe
© 2008 Bates141
- 39. How to Get Ahead
Open
Invite
Listen
Ask
Respond
Share
Question the Macro
Observe the Micro
© 2008 Bates141
