The future of Digital Marketing.
Personal Targeting
= I am my media
The Present &
Future of
Digital Marketing
Agenda
• The Past
• Where have we been?
• The survivors
• The Present
• Where are we now?
• The thrivers
• The Future
• Where are we going?
• The drivers
Thru the lens of:
• The Marketing Tools
• The Web
• The Mobile Space
• The Social Grid
• Advertising
• Shopping
The Past: DotCom Madness
What happened?
Who survived?
Brochureware
dot.comAbout Us
TVSPAM
Directories
Radio
Pop-upsContact Us
Flash Animations
Press
SPAM
What’s New!
Blinking BannersPORN
Dial-upTelemarketing
So, What Was Marketing 1.0?
dot.gone
What’s
Hot
SPAM
SPAM
SPAM
SPAM
links
e-this i-that
SPAM
SPAM
portals
vortals
hortals
spyware
adware
DM
SPAM
SPAM
WEB
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
What was Web 1.0?
“Read Only”
= Brochure-ware
What was Mobile 1.0?
Talk + Text
= Mobile Phones
What was the Social Grid 1.0?
6 degrees of separation
= You‟re in my contact list
What was Advertising 1.0?
Links + Listings + Banners +
Pop-ups + Buttons + Spam
= Ad Nauseum + Inbox Invasion
What was Shopping 1.0?
Limited Interactivity
= eCatalog eCommerce
realityperception
Info Superhighway Roadkill
The Survivors
Lessons Learned
Start with a Business Model
And then a A Business Plan
Order & Process beats Fast & Loose
Substance beats Style
The Present: Digital Marketing2.0
What‟s Happening?
Who‟s Thriving?
user-generated
wirelessSocial networks
iPTV
WIKI blogs
playlists
mash-ups
AI
integration
POSAJAX
AdWords
GPStargeted banners
VOiP
Broadband
call centres
So, What‟s Marketing 2.0?
file-sharing
RSS
WiFi
3G
search
m-this
iP-that
API
rich media
mobileweb services
video
virtual worlds
eCRM
widgets
VoIP
tags
POD
Web 2.0: The Highs & Lows
What‟s Web 2.0?
“Read/Write”
= The Customer Strikes Back
What‟s Mobile 2.0?
Talk + Text + Web + Media + Apps
= Mobile Devices
What‟s the Social Grid 2.0?
one degree of separation
= We‟re all just a click away
What‟s Advertising 2.0?
Contextual & Behavioural Targeting
= Ad Relevance
What‟s Shopping 2.0?
Customer Ratings, Reviews &
Recommendations
= weCommerce
The Code of
the RoadQUALITY
People want cool stuff
ACCESS
Make it easy to find
OPENNESS
Don‟t bullsh*t
CONTROL
Let them play with it
The thrivers: atoms
Enough Already
The 2.0 World is changing the way we do everything!
Interact
BankLearn
TravelShop
Evaluate
Find
SearchListen
Watch
Play
Find info
Stay up to date
MeetCommunicate
entertain
DateWork
Lessons Learned
The customer is always right
Your customers are your brand
Customers expect choice and control
WOM is the best form of advertising
The Future:
Marketing 3.0
Where‟s it going?
Who‟s driving?
?
Marketing 3.0?
Web 3.0?
“Read/Write/Execute”
= The Customer Customizes
Mobile 3.0?
The whole world in my hands
= My Device is Me
the Social Grid 3.0?
zero degrees of separation
= I‟m the centre of my universe
Advertising 3.0?
Personal Targeting
= I am my media
Shopping 3.0?
Preferential Personal Purchasing Power
= meCommerce
The Drivers: Leading the Pack
How to Get Ahead
Open
Invite
Listen
Ask
Respond
Share
Question the Macro
Observe the Micro
PULL
PUSH