Contents• The Past Through the lens of: • Where have we been? • The Digital Marketing Tools • The survivors • The Web• The Present • Where are we now? • The Mobile Space • The thrives • The Social Grid• The Future • Where are we going? • Advertising • The drivers • Shopping
The Past: Digital Marketing 1.0 Dot Com Madness • What happened? • Who survived?
So, What Was Marketing 1.0?Telemarketing SPAM Dial-up TV SPAM SPAMSPAM DM portals hortalsWhat’s New! vortals i-that eMail FlashSPAM Animationsdot.com WEB e-this SPAM Radio SPAM About Us adware Blinking BannersPORNPop-ups Contact Us links SPAM SPAM DirectoriesWhat’s spyware SPAM HotBrochureware SPAM dot.gone Press SPAM
Web 1.0: The Highs & Lows1986 Internet Formation1990 iMdb launches in Usenet1992 WWW launched1995 Netscape IPO, craigslist founded1996 Flash 1.01997 Steve Jobs rejoins Apple1998 Microsoft Anti Trust1999 Y2K panic, Blogger launched2000 The Crash, Napster sued
Lessons Learned Start with a Business Model And then a Business PlanOrder & Process beats Fast & Loose Substance beats Style
The Present: Digital Marketing 2.0 • What’s Happening? • Who’s Thriving?
So, What’s Marketing 2.0?mash-ups rich media iP-that call centresfile-sharing widgets AdWords web serviceseCRM playlists tags POD integrationvideo Social networkswireless iPTV RSS mobile APIGPS targeted banners Broadband AIWIKI virtual worlds 3G blogs Wi Fi searchAJAX user-generated VoIP POS
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? 1 Degree of Separation = We’re all just a click away
Web 3.0? Read Write Execute = The Customer Customizes
Mobile 3.0? The whole world in my handsMy memories, My media My data My IDMy license my passport My wallet My credit cardMy cash My bank My car keys My house keysMy window to My friends My family My colleaguesMy books My web My words My thoughtsMy diary My hopes My wishes My dreamsMy sense of time My sense of space My sense of direction My security blanketMylife…=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