digital_marketing

©2008Bates141ThePresent&FutureofDigitalMarketingJohnLambieRegionalDigitalCreativeDirectorBates141©2008Bates141Agenda•ThePast•Wherehavewebeen?•Thesurvivors•ThePresent•Wherearewenow?•Thethrivers•TheFuture•Wherearewegoing?•ThedriversThruthelensof:•TheMarketingTools•TheWeb•TheMobileSpace•TheSocialGrid•Advertising•Shopping©2008Bates141ThePast:DotComMadnessWhathappened?Whosurvived?©2008Bates141Brochurewaredot.comAboutUsTVSPAMDirectoriesRadioPop-upsContactUsFlashAnimationsPressSPAMWhat’sNew!eMailBlinkingBannersPORNDial-upTelemarketingSo,WhatWasMarketing1.0?dot.goneWhat’sHotSPAMSPAMSPAMSPAMlinkse-thisi-thatSPAMSPAMportalsvortalshortalsspywareadwareDMSPAMSPAMWEB©2008Bates141Web1.0:TheHighs&Lows•1986:Internetformed•1990:iMdblaunchesinUsenet•1992:•1995:NetscapeIPO,craigslistfounded•1996:Flash1.0•1997:SteveJobsrejoinsApple,first‘weblog’•1998:MicrosoftAntiTrust•1999:Y2Kpanic,Bloggerlaunched•2000:TheCrash,Napstersued•2001:TheMeltdown©2008Bates141©2008Bates141WhatwasWeb1.0?“ReadOnly”=Brochure-ware©2008Bates141WhatwasMobile1.0?Talk+Text=MobilePhones©2008Bates141WhatwastheSocialGrid1.0?6degreesofseparation=You’reinmycontactlist©2008Bates141WhatwasAdvertising1.0?Links+Listings+Banners+Pop-ups+Buttons+Spam=AdNauseum+InboxInvasion©2008Bates141WhatwasShopping1.0?LimitedInteractivity=eCatalogeCommercerealityperception©2008Bates141RoadkillontheInformationSuperhighway©2008Bates141InfoSuperhighwayRoadkill©2008Bates141TheSurvivors©2008Bates141LessonsLearnedStartwithaBusinessModelAndthenaABusinessPlanOrder&ProcessbeatsFast&LooseSubstancebeatsStyle©2008Bates141ThePresent:DigitalMarketing2.0What’sHappening?Who’sThriving?©2008Bates141user-generatedwirelessSocialnetworksiPTVWIKIblogsplaylistsmash-upsAIintegrationPOSAJAXAdWordsGPStargetedbannersVOiPBroadbandcallcentresSo,What’sMarketing2.0?file-sharingRSSWiFi3Gsearchm-thisiP-thatAPIrichmediamobilewebservicesvideovirtualworldseCRMwidgetsVoIPtagsPOD©2008Bates141Web2.0:TheHighs&Lows•2000:Googlelauncheskeywordadvertising•2001:Wikipedia•2002:Friendster,RSS2.0,XboxLive•2003:mySpace,SecondLife•2004:“Web2.0”coined,GoogleIPO,flickr&Gmaillaunch•2005:GoogleMaps,YouTube,Xbox360•2006:Wii,Facebookgoespublic•2007:iPhone,GoogleannouncesAndroid&buysDoubleclick,FacebookannouncesPlatform,AmazonlaunchesKindleeReader•2008:???©2008Bates141What’sWeb2.0?“Read/Write”=TheCustomerStrikesBack©2008Bates141What’sMobile2.0?Talk+Text+Web+Media+Apps=MobileDevices©2008Bates141What’stheSocialGrid2.0?onedegreeofseparation=We’realljustaclickaway©2008Bates141What’sAdvertising2.0?Contextual&BehaviouralTargeting=AdRelevance©2008Bates141What’sShopping2.0?CustomerRatings,Reviews&Recommendations=weCommerce©2008Bates141TheCodeoftheRoadQUALITYPeoplewantcoolstuffACCESSMakeiteasytofindOPENNESSDon’tbullsh*tCONTROLLetthemplaywithit©2008Bates141TheThrivers:bits©2008Bates141Thethrivers:atoms©2008Bates141EnoughAlreadyThe2.0Worldischangingthewaywedoeverything!InteractBankLearnTravelShopEvaluateFindSearchListenWatchPlayFindinfoStayuptodateMeetCommunicateentertainDateWork©2008Bates141LessonsLearnedThecustomerisalwaysrightYourcustomersareyourbrandCustomersexpectchoiceandcontrolWOMisthebestformofadvertising©2008Bates141TheFuture:Marketing3.0Where’sitgoing?Who’sdriving?©2008Bates141©2008Bates141?Marketing3.0?©2008Bates141Web3.0?“Read/Write/Execute”=TheCustomerCustomizes©2008Bates141Mobile3.0?Thewholeworldinmyhands=MyDeviceisMe©2008Bates141theSocialGrid3.0?zerodegreesofseparation=I’mthecentreofmyuniverse©2008Bates141Advertising3.0?PersonalTargeting=Iammymedia©2008Bates141Shopping3.0?PreferentialPersonalPurchasingPower=meCommerce©2008Bates141TheDrivers:LeadingthePack©2008Bates141HowtoGetAheadOpenInviteListenAskRespondShareQuestiontheMacroObservetheMicro