The document discusses the evolution of the digital landscape from early internet (web 1.0) to current times (web 4.0). It covers the transition to a more participatory web (web 2.0), the rise of mobile devices and screens (web 4.0), and the potential for a more connected future where data is embedded into applications and searches are personalized (web 3.0). Key points discussed include the growth of social media publishing, increasing mobile internet usage, the rise of video content, and the potential for augmented/virtual reality and artificial intelligence.

1. Digital messed up Marketing
Understanding your customer in the digital era
Tom Fleerackers
www.flatworldbusiness.wordpress.com

2. Tom Fleerackers
tom.fleerackers@kdg.be

3. web 0.0
Developing the internet

11. web 1.0
The world wide web is born

12. web 1.0
The world wide web is born
www1991 - Tim Berners Lee

13. web 1.0
READ - only
1993 - first web browser

14. web 1.0
READ - only

15. web 1.0
READ - only

16. Internet
Succes!?web 1.0
The internet bubble

17. Internet
Succes!?web 1.0
The internet bubble

18. Internet
Succes!?Today
A new bubble?

19. Internet
Succes!?Today
A new bubble?

20. Internet
Succes!?Today
A new bubble?

21. Internet
Succes!?Today
A new bubble?

22. Today
A new bubble?

23. Today
A new bubble?

24. Today
A new bubble?

25. Today
A new bubble?

26. Today
A new bubble?

27. Today
A new bubble?

28. Today
A new bubble?

29. web 2.0
Participating web

30. web 2.0
Participating web
2004

31. 2006
web 2.0
Participating web

32. web 2.0
Participating web

33. web 2.0
Participating web

34. Traditional
Publishing
Social
Publishing
Interaction
1998 2006 2016
DAYS HOURS MINUTES
100D 10K 10M
web 2.0
Participating web

36. web 2.0
Participating web

37. web 2.0
Participating web
Austria
Biggest brands
in Facebook

38. web 2.0
Participating web
Austria
October 2017

39. web 2.0
Participating web
Austria
October 2017

40. web 2.0
Participating web
Austria
Top Facebook Post
October 2017

41. not more
than 6h
within 6h within 1h
77% 85% 65%
web 2.0

42. web 2.0

43. web 2.0
Mobile society

44. web 4.0
Mobile web

45. web 4.0
Mobile web

46. From “move-ability”
web 4.0
Mobile web

47. To “We bring it along all the time”
web 4.0
Mobile web

48. Smart, portable, personal, context-
aware, multifunctional devices …
web 4.0
Mobile web

49. Smart, portable, personal, context-
aware, multifunctional devices …
which can be used to make a phone-call
web 4.0
Mobile web

50. web 4.0
Mobile Revolution

51. web 4.0
Mobile Revolution

52. web 4.0
Mobile Revolution is slowing down

53. web 4.0
Mobile Revolution is slowing down

54. web 4.0
Mobile Revolution

55. web 4.0
Mobile Revolution

56. web 4.0
Mobile Revolution

57. web 4.0
Mobile Revolution

58. Something strange happened while
we switched to mobile screens…

59. Video Then
web 4.0
Mobile Revolution

60. Video Then Video Now
web 4.0
Mobile Revolution

61. web 4.0
Mobile Revolution

62. web 4.0
Mobile Revolution

63. web 4.0
Mobile Revolution

64. web 4.0
Multi-screen environment

65. web 4.0
Multi-screen environment

66. But

67. The end of
the ‘screen age’
is near!

68. web 4.0
Less screens more connections

69. web 4.0
Less screens more connections

70. web 4.0
Less screens more connections

71. web 4.0
Less screens more connections

72. web 4.0
Less screens more connections

73. web 4.0
Less screens more connections

74. web 3.0
Semantic web

75. Web 3.0
Semantic Web
A semantic web is a web where all information is categorized and stored in such a way
that a computer can understand it as well as a human.

76. web 3.0
Semantic web

77. web 3.0
Semantic web

78. web 3.0
Semantic web

79. “Data is moving from something you use outside of the work
stream to becoming a part of the business app itself.
It’s how the knowledge worker is actually performing their job.”
Frank Bien, CEO of Looker (2016)
web 3.0
Semantic web

80. Augmented & Virtual reality
Tailor made & Personal (search)
Deductieve Reasoning
web 3.0
Semantic web