Docstoc

Digital Marketing

Document Sample
Digital Marketing Powered By Docstoc
					The Present & Future of Digital Marketing

John Lambie
Regional Digital Creative Director

Bates141
© 2008 Bates141

Agenda
• The Past
• Where have we been?

Thru the lens of:
• The Marketing Tools • The Web • The Mobile Space • The Social Grid • Advertising • Shopping

• The survivors

• The Present
• Where are we now? • The thrivers

• 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
VOiP virtual worlds

mash-ups file-sharing
mobile

So, What‟s Marketing 2.0?
VoIP call centres
widgets

rich media

m-this

WIKI

Broadband blogs AI search AJAX user-generated POS
© 2008 Bates141

targeted banners

iPTV

WiFi

RSS

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


				
DOCUMENT INFO
Shared By:
Stats:
views:445
posted:6/30/2009
language:English
pages:40
Description: This presentation will help you obtain sufficient information about digital marketing.