Digital Marketing

The Present & Future of Digital Marketing John Lambie Regional Digital Creative Director Bates141 © 2008 Bates141 Agenda • The Past • Where have we been? • The survivors Thru the lens of: • The Marketing Tools • The Web • The Present • Where are we now? • The thrivers • The Mobile Space • The Social Grid • Advertising • Shopping • The Future • Where are we going? • The drivers © 2008 Bates141 The Past: DotCom Madness What happened? Who survived? © 2008 Bates141 So, What Was Marketing 1.0? Telemarketing vortals DM SPAM eMail WEB What’s Hot spyware PORN Pop-ups dot.com portals hortals SPAM Flash Animations Dial-upi-that e-this TV What’s New! adware SPAM SPAM Blinking Banners Contact Us dot.gone © 2008 Bates141 SPAM SPAM About Us Radio links SPAM SPAM SPAM Directories Brochureware SPAM Press 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 perception reality = eCatalog eCommerce © 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 Bates141 web services POD wireless 3G video API AdWords iP-that eCRM playlists tags integration Social networks GPS mash-ups file-sharing mobile So, What‟s Marketing 2.0? VoIP call centres widgets rich media m-this WIKI targeted banners VOiP virtual worlds © 2008 Bates141 iPTV WiFi RSS Broadband blogs AI search AJAX user-generated POS 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 OPENNESS Don‟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! Shop Find Work Search Listen Meet Communicate Interact entertain © 2008 Bates141 Stay up to date Travel Watch Date Bank Play Learn Find info Evaluate 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 © 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 © 2008 Bates141