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1. The future of Digital Marketing.
Personal Targeting
= I am my media

2. The Present &
Future of
Digital Marketing

3. 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

4. The Past:
DotCom Madness
What happened?
Who survived?

5. So, What Was Marketing 1.0?
Dial-upi-that
SPAM
Telemarketing vortals adware
SPAM
SPAM
DM TV What’s New!
e-this
eMail
WEB Flash Animations
dot.com Radio
portals hortals SPAM
SPAM
SPAM About Us
PORN
Blinking Banners
Pop-ups Contact Us
dot.gone links
SPAM Directories
spyware
What’s SPAM
Hot
Brochureware SPAM Press
SPAM

6. 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

7. What was Web 1.0?
“Read Only”
= Brochure-ware

8. What was Mobile 1.0?
Talk + Text
= Mobile Phones

9. What was the Social Grid 1.0?
6 degrees of separation
= You‟re in my contact list

10. What was Advertising 1.0?
Links + Listings + Banners +
Pop-ups + Buttons + Spam
= Ad Nauseum + Inbox Invasion

11. What was Shopping 1.0?
Limited Interactivity
perception reality
= eCatalog eCommerce

12. Info Superhighway Roadkill

13. The Survivors

14. Lessons Learned
Start with a Business Model
And then a A Business Plan
Order & Process beats Fast & Loose
Substance beats Style

15. The Present: Digital Marketing2.0
What‟s Happening?
Who‟s Thriving?

17. 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
wireless WiFi
video API Social networks
iPTV RSS
3G
GPS targeted banners
Broadband
VOiP virtual worlds
WIKI blogs AI search
AJAX user-generated POS

18. Web 2.0: The Highs & Lows

19. What‟s Web 2.0?
“Read/Write”
= The Customer Strikes Back

20. What‟s Mobile 2.0?
Talk + Text + Web + Media + Apps
= Mobile Devices

21. What‟s the Social Grid 2.0?
one degree of separation
= We‟re all just a click away

22. What‟s Advertising 2.0?
Contextual & Behavioural Targeting
= Ad Relevance

23. What‟s Shopping 2.0?
Customer Ratings, Reviews &
Recommendations
= weCommerce

24. 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

25. The Thrivers: bits

26. The thrivers: atoms

27. 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 Interact
entertain Play
Listen
Evaluate Find info

28. Lessons Learned
The customer is always right
Your customers are your brand
Customers expect choice and control
WOM is the best form of advertising

29. The Future:
Marketing 3.0
Where‟s it going?
Who‟s driving?

31. Marketing 3.0?
?

32. Web 3.0?
“Read/Write/Execute”
= The Customer Customizes

33. Mobile 3.0?
The whole world in my hands
= My Device is Me

34. the Social Grid 3.0?
zero degrees of separation
= I‟m the centre of my universe

35. Advertising 3.0?
Personal Targeting
= I am my media

36. Shopping 3.0?
Preferential Personal Purchasing Power
= meCommerce

37. The Drivers: Leading the Pack

38. How to Get Ahead
Open
Invite
Listen
Ask
Respond
Share
Question the Macro
Observe the Micro

39. PUSH
PULL