Download - Future of-digital-marketing 2013
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The future of Digital Marketing.
Personal Targeting
= I am my media
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The Present & Future of Digital Marketing
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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
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The Past: DotCom Madness
What happened?
Who survived?
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Brochureware
dot.com About Us
TVSPAM
Directories
Radio
Pop-ups Contact Us
Flash Animations
PressSPAM
What’s New!eMail
Blinking BannersPORN
Dial-upTelemarketingSo, What Was Marketing 1.0?
dot.goneWhat’s
HotSPAM
SPAMSPAMSPAM
links
e-this i-thatSPAMSPAM
portals
vortals
hortals
spyware
adware
DM
SPAMSPAM
WEB
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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
= eCatalog eCommerce
realityperception
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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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user-generated
wirelessSocial networksiPTV
WIKI blogs
playlistsmash-ups
AI
integration
POSAJAX
AdWords
GPS targeted bannersVOiP Broadband
call centresSo, What’s Marketing 2.0?
file-sharing
RSSWiFi
3G
search
m-thisiP-that
API
rich mediamobileweb services
video
virtual worlds
eCRM
widgets
VoIP
tagsPOD
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Web 2.0: The Highs & Lows
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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
OPENNESSDon’t bullsh*t
CONTROL Let them play with it
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The thrivers: atoms
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Enough Already
The 2.0 World is changing the way we do everything!
Interact
BankLearn
TravelShop
Evaluate
Find
SearchListen
Watch
PlayFind info
Stay up to dateMeet Communicate
entertain
DateWork
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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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PULLPUSH