the past, present & future of digital marketing

© 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

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What was Mobile 1.0?

Talk + Text

= Mobile Phones

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What was the Social Grid 1.0?

6 degrees of separation

= You’re in my contact list

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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

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The Survivors

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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

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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