Digital Marketing


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  • Digital Marketing

    1. 1. The Present & Future of Digital Marketing John Lambie Regional Digital Creative Director Bates141
    2. 2. Agenda <ul><li>The Past </li></ul><ul><ul><li>Where have we been? </li></ul></ul><ul><ul><li>The survivors </li></ul></ul><ul><li>The Present </li></ul><ul><ul><li>Where are we now? </li></ul></ul><ul><ul><li>The thrivers </li></ul></ul><ul><li>The Future </li></ul><ul><ul><li>Where are we going? </li></ul></ul><ul><ul><li>The drivers </li></ul></ul><ul><li>Thru the lens of: </li></ul><ul><ul><li>The Marketing Tools </li></ul></ul><ul><ul><li>The Web </li></ul></ul><ul><ul><li>The Mobile Space </li></ul></ul><ul><ul><li>The Social Grid </li></ul></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>Shopping </li></ul></ul>
    3. 3. The Past: DotCom Madness What happened? Who survived?
    4. 4. So, What Was Marketing 1.0? Brochureware 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
    5. 5. Web 1.0: The Highs & Lows <ul><li>1986: Internet formed </li></ul><ul><li>1990: iMdb launches in Usenet </li></ul><ul><li>1992: WWW launched </li></ul><ul><li>1995: Netscape IPO, craigslist founded </li></ul><ul><li>1996: Flash 1.0 </li></ul><ul><li>1997: Steve Jobs rejoins Apple, first ‘weblog’ </li></ul><ul><li>1998: Microsoft Anti Trust </li></ul><ul><li>1999: Y2K panic, Blogger launched </li></ul><ul><li>2000: The Crash, Napster sued </li></ul><ul><li>2001: The Meltdown </li></ul>
    6. 7. What was Web 1.0? <ul><li>“ Read Only” </li></ul><ul><li>= Brochure-ware </li></ul>
    7. 8. What was Mobile 1.0? <ul><li>Talk + Text </li></ul><ul><li>= Mobile Phones </li></ul>
    8. 9. What was the Social Grid 1.0? <ul><li>6 degrees of separation </li></ul><ul><li>= You’re in my contact list </li></ul>
    9. 10. What was Advertising 1.0? <ul><li>Links + Listings + Banners + Pop-ups + Buttons + Spam </li></ul><ul><li>= Ad Nauseum + Inbox Invasion </li></ul>
    10. 11. What was Shopping 1.0? <ul><li>Limited Interactivity </li></ul><ul><li>= eCatalog eCommerce </li></ul>reality perception
    11. 12. Roadkill on the Information Superhighway
    12. 13. Info Superhighway Roadkill
    13. 14. The Survivors
    14. 15. Lessons Learned <ul><li>Start with a Business Model </li></ul><ul><li>And then a A Business Plan </li></ul><ul><li>Order & Process beats Fast & Loose </li></ul><ul><li>Substance beats Style </li></ul>
    15. 16. The Present: Digital Marketing2.0 What’s Happening? Who’s Thriving?
    16. 18. 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
    17. 19. Web 2.0: The Highs & Lows <ul><li>2000: Google launches keyword advertising </li></ul><ul><li>2001: Wikipedia </li></ul><ul><li>2002: Friendster, RSS 2.0, Xbox Live </li></ul><ul><li>2003: mySpace, Second Life </li></ul><ul><li>2004: “Web 2.0” coined, Google IPO, flickr & Gmail launch </li></ul><ul><li>2005: GoogleMaps, YouTube, Xbox 360 </li></ul><ul><li>2006: Wii, Facebook goes public </li></ul><ul><li>2007: iPhone, Google announces Android & buys Doubleclick, Facebook announces Platform, Amazon launches Kindle eReader </li></ul><ul><li>2008: ??? </li></ul>
    18. 20. What’s Web 2.0? <ul><li>“ Read/Write” </li></ul><ul><li>= The Customer Strikes Back </li></ul>
    19. 21. What’s Mobile 2.0? <ul><li>Talk + Text + Web + Media + Apps </li></ul><ul><li>= Mobile Devices </li></ul>
    20. 22. What’s the Social Grid 2.0? <ul><li>one degree of separation </li></ul><ul><li>= We’re all just a click away </li></ul>
    21. 23. What’s Advertising 2.0? <ul><li>Contextual & Behavioural Targeting </li></ul><ul><li>= Ad Relevance </li></ul>
    22. 24. What’s Shopping 2.0? <ul><li>Customer Ratings, Reviews & Recommendations </li></ul><ul><li>= weCommerce </li></ul>
    23. 25. The Code of the Road <ul><li>QUALITY People want cool stuff </li></ul><ul><li>ACCESS Make it easy to find OPENNESS Don’t bullsh*t </li></ul><ul><li>CONTROL Let them play with it </li></ul>
    24. 26. The Thrivers: bits
    25. 27. The thrivers: atoms
    26. 28. Enough Already <ul><li>The 2.0 World is changing the way we do everything! </li></ul>Interact Bank Learn Travel Shop Evaluate Find Search Listen Watch Play Find info Stay up to date Meet Communicate entertain Date Work
    27. 29. Lessons Learned <ul><li>The customer is always right </li></ul><ul><li>Your customers are your brand </li></ul><ul><li>Customers expect choice and control </li></ul><ul><li>WOM is the best form of advertising </li></ul>
    28. 30. The Future: Marketing 3.0 Where’s it going? Who’s driving?
    29. 32. Marketing 3.0? ?
    30. 33. Web 3.0? <ul><li>“ Read/Write/Execute” </li></ul><ul><li>= The Customer Customizes </li></ul>
    31. 34. Mobile 3.0? <ul><li>The whole world in my hands </li></ul><ul><li>= My Device is Me </li></ul>
    32. 35. the Social Grid 3.0? <ul><li>zero degrees of separation </li></ul><ul><li>= I’m the centre of my universe </li></ul>
    33. 36. Advertising 3.0? <ul><li>Personal Targeting </li></ul><ul><li>= I am my media </li></ul>
    34. 37. Shopping 3.0? <ul><li>Preferential Personal Purchasing Power </li></ul><ul><li>= meCommerce </li></ul>
    35. 38. The Drivers: Leading the Pack
    36. 39. How to Get Ahead <ul><li>Open </li></ul><ul><li>Invite </li></ul><ul><li>Listen </li></ul><ul><li>Ask </li></ul><ul><li>Respond </li></ul><ul><li>Share </li></ul><ul><li>Question the Macro </li></ul><ul><li>Observe the Micro </li></ul>
    37. 40. PULL PUSH
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