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The_past_present_future_of_digital_marketing
This document discusses the past, present, and future of digital marketing. It summarizes marketing from Web 1.0 to 2.0, how mobile, social media, advertising, and shopping have evolved. It notes that survivors from the past focused on business models and substance over style. Current thrivers empower customers and focus on quality, access, openness, and control. The future is discussed as moving to a read/write/execute web, mobile devices becoming an extension of ourselves, social networks becoming more personalized, and advertising, shopping, and media being tailored to individuals. The key drivers are said to be openness, listening to customers, questioning assumptions, and observing micro-level changes.
The_past_present_future_of_digital_marketing
- 1. The Present & Futureof Digital Marketing John Lambie Regional Digital Creative Director Bates141 © 2008 Bates141
- 2. Agenda • The Past • Where have we been? Thru the lens of: • The survivors • The Marketing Tools • The Present • The Web • Where are we now? • The Mobile Space • The thrivers • The Social Grid • The Future • Advertising • Where are we going? • Shopping • The drivers © 2008 Bates141
- 3. The Past: DotCom Madness What happened? Who survived? © 2008 Bates141
- 4. So, What WasMarketing 1.0? Dial-upi-that Telemarketing vortals adware SPAM SPAM DM TV What’s New! e-this WEB eMail Flash Animations dot.com Radio portals hortals SPAM SPAM SPAM About Us PORN Blinking Banners Pop-ups Contact Us dot.gone links SPAM Directories spyware What’s SPAM Hot Brochureware SPAM Press SPAM © 2008 Bates141
- 5. Web 1.0: TheHighs & 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 © 2008 Bates141
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- 7. What was Web1.0? “Read Only” = Brochure-ware © 2008 Bates141
- 8. What was Mobile1.0? Talk + Text = Mobile Phones © 2008 Bates141
- 9. What was theSocial Grid 1.0? 6 degrees of separation = You’re in my contact list © 2008 Bates141
- 10. What was Advertising1.0? Links + Listings + Banners + Pop-ups + Buttons + Spam = Ad Nauseum + Inbox Invasion © 2008 Bates141
- 11. What was Shopping1.0? Limited Interactivity perception reality = eCatalog eCommerce © 2008 Bates141
- 12. Roadkill on the Information Superhighway © 2008 Bates141
- 13. Info Superhighway Roadkill © 2008 Bates141
- 14. The Survivors © 2008 Bates141
- 15. Lessons Learned Start with a Business Model And then a A Business Plan Order & Process beats Fast & Loose Substance beats Style © 2008 Bates141
- 16. The Present: DigitalMarketing2.0 What’s Happening? Who’s Thriving? © 2008 Bates141
- 18. So, What’s Marketing2.0? mash-ups web services mobile VoIP call centres rich media widgets m-this file-sharing POD AdWords iP-that eCRM playlists tags integration wireless WiFi video API Social networks iPTV RSS 3G GPS targeted banners Broadband VOiP virtual worlds blogs AI search AJAX user-generated POS © 2008 Bates141
- 19. Web 2.0: TheHighs & 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: ??? © 2008 Bates141
- 20. What’s Web 2.0? “Read/Write” = The Customer Strikes Back © 2008 Bates141
- 21. What’s Mobile 2.0? Talk+ Text + Web + Media + Apps = Mobile Devices © 2008 Bates141
- 22. What’s the SocialGrid 2.0? one degree of separation = We’re all just a click away © 2008 Bates141
- 23. What’s Advertising 2.0? Contextual& Behavioural Targeting = Ad Relevance © 2008 Bates141
- 24. What’s Shopping 2.0? CustomerRatings, Reviews & Recommendations = weCommerce © 2008 Bates141
- 25. The Code of QUALITY the Road People want cool stuff ACCESS Make it easy to find OPENNESS Don’t bullsh*t CONTROL Let them play with it © 2008 Bates141
- 26. The Thrivers: bits © 2008 Bates141
- 27. The thrivers: atoms © 2008 Bates141
- 28. Enough Already The2.0 World is changing the way we do everything! Travel Watch Date Bank Find Stay up to date Work Meet Communicate Learn Search Interact entertain Play Listen Evaluate Find info © 2008 Bates141
- 29. Lessons Learned The customer is always right Your customers are your brand Customers expect choice and control WOM is the best form of advertising © 2008 Bates141
- 30. The Future: Marketing 3.0 Where’sit going? Who’s driving? © 2008 Bates141
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- 32. Marketing 3.0? © 2008 Bates141
- 33. Web 3.0? “Read/Write/Execute” = The Customer Customizes © 2008 Bates141
- 34. Mobile 3.0? The wholeworld in my hands = My Device is Me © 2008 Bates141
- 35. the Social Grid3.0? zero degrees of separation = I’m the centre of my universe © 2008 Bates141
- 36. Advertising 3.0? Personal Targeting = I am my media © 2008 Bates141
- 37. Shopping 3.0? Preferential PersonalPurchasing Power = meCommerce © 2008 Bates141
- 38. The Drivers: Leadingthe Pack © 2008 Bates141
- 39. How to GetAhead Open Invite Listen Ask Respond Share Question the Macro Observe the Micro © 2008 Bates141