The Present &

Future of
Digital Marketing

John Lambie
Regional Digital Creative Director

Bates141
 Agenda
• The Past
• Where have we been?
Thru the lens of:
• The survivors • The Marketing Tools
• The Present • The Web
• Where are we now? • The Mobile Space
• The thrivers • The Social Grid
• The Future • Advertising
• Where are we going? • Shopping
• The drivers
 The Past:
DotCom Madness
What happened?
Who survived?
 So, What Was Marketing 1.0?

Dial-up
Telemarketing vortals adware

SPAM
SPAM
SPAM

TV
e-this i-that
DM What’s New!
eMail
WEB Flash Animations
dot.com Radio
portals hortals SPAM
SPAM
SPAM About Us
PORN
Blinking Contact
Banners
Pop-ups Us
dot.gone links
SPAM Directories
spyware
What’s SPAM
Hot SPAM

Brochureware SPAM
 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

perception reality

= eCatalog eCommerce
Roadkill on the
Information
Superhighway
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?
 So, What’s Marketing 2.0?

mash-ups
web services mobile VoIP call centres
rich media
widgets m-this
file-sharing
POD AdWords iP-that
eCRM playlists tags integration
WiFi
wireless
video API Social networks
iPTV RSS
3G targeted banners
GPS
VOiP virtual worlds
Broadband
WIKI blogs search
user-generated
AI
 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 QUALITY
the Road People want cool stuff

ACCESS
Make it easy to find

OPENNESS
Don’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!

Shop
Find
Travel Watch
Date Bank
Work Stay up to date
Meet Communicate Learn

Search
Listen
Interact
entertain Play
Evaluate Find info
 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
PUSH
PULL