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

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