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
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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
mash-ups file-sharing
mobile
So, What‟s Marketing 2.0?
VoIP call centres
widgets
rich media
m-this
WIKI
GPS
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
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