the Past, Present & Future of Digital Marketing


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This is based on personal experience, shared stories, research and my own opinion and conjecture... especially the 3.0 stuff. All opinions expressed are those of the author only.

In order to avoid death by powerpoint, I've kept the slides simple and addressing one point only. Additional information and the 'waffle" points are contained in the "notes;" section of each page. Feel free to download for the full schpiel.

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  • the Past, Present & Future of Digital Marketing

    1. The Present & Future of Digital Marketing John Lambie Regional Digital Creative Director Bates141
    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. The Past: DotCom Madness What happened? Who survived?
    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. 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>
    7. What was Web 1.0? <ul><li>“ Read Only” </li></ul><ul><li>= Brochure-ware </li></ul>
    8. What was Mobile 1.0? <ul><li>Talk + Text </li></ul><ul><li>= Mobile Phones </li></ul>
    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>
    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>
    11. What was Shopping 1.0? <ul><li>Limited Interactivity </li></ul><ul><li>= eCatalog eCommerce </li></ul>reality perception
    12. Roadkill on the Information Superhighway
    13. Info Superhighway Roadkill
    14. The Survivors
    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>
    16. The Present: Digital Marketing2.0 What’s Happening? Who’s Thriving?
    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
    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>
    20. What’s Web 2.0? <ul><li>“ Read/Write” </li></ul><ul><li>= The Customer Strikes Back </li></ul>
    21. What’s Mobile 2.0? <ul><li>Talk + Text + Web + Media + Apps </li></ul><ul><li>= Mobile Devices </li></ul>
    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>
    23. What’s Advertising 2.0? <ul><li>Contextual & Behavioural Targeting </li></ul><ul><li>= Ad Relevance </li></ul>
    24. What’s Shopping 2.0? <ul><li>Customer Ratings, Reviews & Recommendations </li></ul><ul><li>= weCommerce </li></ul>
    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>
    26. The Thrivers: bits
    27. The thrivers: atoms
    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
    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>
    30. The Future: Marketing 3.0 Where’s it going? Who’s driving?
    32. Marketing 3.0? ?
    33. Web 3.0? <ul><li>“ Read/Write/Execute” </li></ul><ul><li>= The Customer Customizes </li></ul>
    34. Mobile 3.0? <ul><li>The whole world in my hands </li></ul><ul><li>= My Device is Me </li></ul>
    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>
    36. Advertising 3.0? <ul><li>Personal Targeting </li></ul><ul><li>= I am my media </li></ul>
    37. Shopping 3.0? <ul><li>Preferential Personal Purchasing Power </li></ul><ul><li>= meCommerce </li></ul>
    38. The Drivers: Leading the Pack
    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>
    40. PULL PUSH