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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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© 2008 Bates141
The Present & Future of Digital Marketing
John LambieRegional Digital Creative Director
Bates141
© 2008 Bates141
Agenda
• The Past
• Where have we been?
• The survivors
• The Present
• Where are we now?
• The thrivers
• The Future
• Where are we going?
• The drivers
Thru the lens of:
• The Marketing Tools
• The Web
• The Mobile Space
• The Social Grid
• Advertising
• Shopping
© 2008 Bates141
The Past: DotCom Madness
What happened?
Who survived?
© 2008 Bates141Brochureware
dot.com About Us
TVSPAM
Directories
Radio
Pop-ups Contact Us
Flash Animations
PressSPAM
What’s New!eMail
Blinking BannersPORN
Dial-upTelemarketing
So, What Was Marketing 1.0?
dot.goneWhat’s
HotSPAM
SPAMSPAMSPAM
links
e-this i-that
SPAMSPAM
portals
vortals
hortals
spyware
adware
DM
SPAMSPAM
WEB
© 2008 Bates141
Web 1.0: The Highs & 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
© 2008 Bates141
What was Web 1.0?
“Read Only”
= Brochure-ware
© 2008 Bates141
What was Mobile 1.0?
Talk + Text
= Mobile Phones
© 2008 Bates141
What was the Social Grid 1.0?
6 degrees of separation
= You’re in my contact list
© 2008 Bates141
What was Advertising 1.0?
Links + Listings + Banners + Pop-ups + Buttons + Spam
= Ad Nauseum + Inbox Invasion
© 2008 Bates141
What was Shopping 1.0?
Limited Interactivity
= eCatalog eCommerce
realityperception
© 2008 Bates141
Roadkill on the Information
Superhighway
© 2008 Bates141
Info Superhighway Roadkill
© 2008 Bates141
The Survivors
© 2008 Bates141
Lessons Learned
Start with a Business Model
And then a A Business Plan
Order & Process beats Fast & Loose
Substance beats Style
© 2008 Bates141
The Present: Digital Marketing2.0
What’s Happening?
Who’s Thriving?
© 2008 Bates141user-generated
wirelessSocial networks
iPTV
WIKI blogs
playlistsmash-ups
AI
integration
POSAJAX
AdWords
GPS targeted bannersVOiPBroadband
call centres
So, What’s Marketing 2.0?
file-sharing
RSSWiFi
3G
search
m-thisiP-that
API
rich mediamobileweb services
video
virtual worlds
eCRM
widgets
VoIP
tagsPOD
© 2008 Bates141
Web 2.0: The Highs & 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
What’s Web 2.0?
“Read/Write”
= The Customer Strikes Back
© 2008 Bates141
What’s Mobile 2.0?
Talk + Text + Web + Media + Apps
= Mobile Devices
© 2008 Bates141
What’s the Social Grid 2.0?
one degree of separation
= We’re all just a click away
© 2008 Bates141
What’s Advertising 2.0?
Contextual & Behavioural Targeting
= Ad Relevance
© 2008 Bates141
What’s Shopping 2.0?
Customer Ratings, Reviews &Recommendations
= weCommerce
© 2008 Bates141
The Code of the Road
QUALITY People want cool stuff
ACCESS Make it easy to find
OPENNESSDon’t bullsh*t
CONTROL Let them play with it
© 2008 Bates141
The Thrivers: bits
© 2008 Bates141
The thrivers: atoms
© 2008 Bates141
Enough Already
The 2.0 World is changing the way we do everything!
Interact
BankLearn
TravelShop
Evaluate
Find
SearchListen
Watch
PlayFind info
Stay up to date
Meet Communicateentertain
DateWork
© 2008 Bates141
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
The Future:Marketing 3.0
Where’s it going?
Who’s driving?
© 2008 Bates141
© 2008 Bates141
?
Marketing 3.0?
© 2008 Bates141
Web 3.0?
“Read/Write/Execute”
= The Customer Customizes
© 2008 Bates141
Mobile 3.0?
The whole world in my hands
= My Device is Me
© 2008 Bates141
the Social Grid 3.0?
zero degrees of separation
= I’m the centre of my universe
zero degrees of separation
= I’m the centre of my universe
© 2008 Bates141
Advertising 3.0?
Personal Targeting
= I am my media
© 2008 Bates141
Shopping 3.0?
Preferential Personal Purchasing Power
= meCommerce
© 2008 Bates141
The Drivers: Leading the Pack
© 2008 Bates141
How to Get Ahead
Open
Invite
Listen
Ask
Respond
Share
Question the Macro
Observe the Micro
PULLPUSH
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