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
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The Past:
DotCom Madness
What happened? Who survived?
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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
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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
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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
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What was Shopping 1.0?
Limited Interactivity
perception
reality
= eCatalog eCommerce
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Roadkill on the Information Superhighway
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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
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The Present: Digital Marketing2.0
What‟s Happening? Who‟s Thriving?
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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
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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: ???
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What‟s Web 2.0?
“Read/Write”
= The Customer Strikes Back
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What‟s Mobile 2.0?
Talk + Text + Web + Media + Apps
= Mobile Devices
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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
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What‟s Shopping 2.0?
Customer Ratings, Reviews & Recommendations
= weCommerce
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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
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The Thrivers: bits
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The thrivers: atoms
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Enough Already
The 2.0 World is changing the way we do everything!
Shop Find
Work
Search Listen
Meet Communicate
Interact
entertain
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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
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The Future: Marketing 3.0
Where‟s it going?
Who‟s driving?
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Marketing 3.0?
?
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Web 3.0?
“Read/Write/Execute”
= The Customer Customizes
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Mobile 3.0?
The whole world in my hands
= My Device is Me
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the Social Grid 3.0?
zero degrees of separation
= I‟m the centre of my universe
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Advertising 3.0?
Personal Targeting
= I am my media
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Shopping 3.0?
Preferential Personal Purchasing Power
= meCommerce
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The Drivers: Leading the Pack
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How to Get Ahead
Open Invite Listen Ask
Respond
Share Question the Macro Observe the Micro
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