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.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

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 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

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 Road

QUALITY People want cool stuff

ACCESS Make it easy to find

OPENNESSDon’t bullsh*t

CONTROL Let them play with it

The Thrivers: bits

The thrivers: atoms

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

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

PULLPUSH