The Past, Present & Future DIGITAL MARKETING 1.0 DIGITAL MARKETING 2.0 DIGITAL MARKETING 3.0

2. Contents
• The Past Through the lens of:
• Where have we been? • The Digital Marketing Tools
• The survivors
• The Web
• The Present
• Where are we now? • The Mobile Space
• The thrives
• The Social Grid
• The Future
• Where are we going? • Advertising
• The drivers • Shopping

3. The Past: Digital Marketing 1.0
Dot Com Madness
• What happened?
• Who survived?

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

5. Web 1.0: The Highs & Lows
1986 Internet Formation
1990 iMdb launches in Usenet
1992 WWW launched
1995 Netscape IPO, craigslist founded
1996 Flash 1.0
1997 Steve Jobs rejoins Apple
1998 Microsoft Anti Trust
1999 Y2K panic, Blogger launched
2000 The Crash, Napster sued

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

7. What was Mobile 1.0?
Talk + Text
= Mobile Phones
Wireless

8. What was the Social Grid 1.0?
6 degrees of separation
• No Interrelationships
• Big Black Book
• Email Contact Lists
• Mobile Contact Lists
=
You’re in my contact

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

10. What was Shopping 1.0?
1. Limited product offerings (too narrow)
2. Poor product delivery
3. Poor inventory integration
4. Poor integration between online and offline marketing
5. Irate real-world channel partners
6. Payment gateways
7. Poor user experience (search, see, order)
8. Poor usability
9. Complications integrating real world inventory
10. Distribution with online applications is poor
Perception Reality
Limited Interactivity = eCatalog , eCommerce

11. Roadkill on the
Road kill on the
Information Superhighway
Information
Superhighway
What was Shopping 1.0?

12. Info Superhighway Road kill The Survivors

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

14. The Present: Digital Marketing 2.0
• What’s Happening?
• Who’s Thriving?

15. So, What’s Marketing 2.0?
mash-ups rich media iP-that
call centres
file-sharing widgets AdWords web services
eCRM playlists tags POD integration
video Social networks
wireless iPTV RSS
mobile API
GPS
targeted banners
Broadband AI
WIKI
virtual worlds
3G
blogs Wi Fi search
AJAX user-generated VoIP POS

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

17. What’s Mobile 2.0?
Talk Text Web
Media Apps
=
Mobile Devices

18. What’s the Social Grid 2.0?
1 Degree of Separation
=
We’re all just a click away

19. What’s Advertising 2.0?
Contextual
& Behavioral Targeting
Contextual & Behavioural Targeting
= Ad Relevance

20. What’s Shopping 2.0?
Customer Ratings
Reviews
Recommendations
=
weCommerce

21. QUALITY
Success Code of the People want cool stuff
Road
ACCESS
Make it easy to find
OPENNESS
Don’t bullish
CONTROL
Let them play with it

22. The Thrives: bits & Atoms

23. Enough Already
The 2.0 World is changing the way we do everything!
Shop Date Bank
Work Find
Travel Watch
Stay up to date
entertain
Meet Communicate
Play
Search Interact Learn
Listen Evaluate Find info

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

25. The Future: Marketing 3.0
• Where’s it going?
• Who’s driving?

26. So, What is Marketing 3.0?
?

27. Web 3.0?
Read
Write
Execute
=
The Customer Customizes

28. Mobile 3.0?
The whole world in my hands
My memories, My media My data My ID
My license my passport My wallet My credit card
My cash My bank My car keys My house keys
My window to My friends My family My colleagues
My books My web My words My thoughts
My diary My hopes My wishes My dreams
My sense of time My sense of space My sense of direction My security blanketMy
life…
=
My Device is Me

29. The Social Grid 3.0?
zero degrees of separation
=
I’m the centre of my universe

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

31. Shopping 3.0?
Preferred Peers & Respected Reviewers
Personalization
Customization
Originality
Purchasing Power
= meCommerce

32. The Drivers: Leading the Pack

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

34. Thank You…