数字营销ppt作品
TRANSCRIPT
![Page 1: 数字营销Ppt作品](https://reader033.vdocuments.site/reader033/viewer/2022052823/5555c6b9d8b42aaf158b484a/html5/thumbnails/1.jpg)
© 2008 Bates141
The Present & Future of Digital Marketing
John LambieRegional Digital Creative Director
Bates141
![Page 2: 数字营销Ppt作品](https://reader033.vdocuments.site/reader033/viewer/2022052823/5555c6b9d8b42aaf158b484a/html5/thumbnails/2.jpg)
© 2008 Bates141
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
![Page 3: 数字营销Ppt作品](https://reader033.vdocuments.site/reader033/viewer/2022052823/5555c6b9d8b42aaf158b484a/html5/thumbnails/3.jpg)
© 2008 Bates141
The Past: DotCom Madness
What happened?
Who survived?
![Page 4: 数字营销Ppt作品](https://reader033.vdocuments.site/reader033/viewer/2022052823/5555c6b9d8b42aaf158b484a/html5/thumbnails/4.jpg)
© 2008 Bates141Brochureware
dot.com About Us
TVSPAM
Directories
Radio
Pop-ups Contact Us
Flash Animations
PressSPAM
What’s New!eMail
Blinking BannersPORN
Dial-upTelemarketing
So, What Was Marketing 1.0?
dot.goneWhat’s
HotSPAM
SPAMSPAMSPAM
links
e-this i-that
SPAMSPAM
portals
vortals
hortals
spyware
adware
DM
SPAMSPAM
WEB
![Page 5: 数字营销Ppt作品](https://reader033.vdocuments.site/reader033/viewer/2022052823/5555c6b9d8b42aaf158b484a/html5/thumbnails/5.jpg)
© 2008 Bates141
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
![Page 6: 数字营销Ppt作品](https://reader033.vdocuments.site/reader033/viewer/2022052823/5555c6b9d8b42aaf158b484a/html5/thumbnails/6.jpg)
© 2008 Bates141
![Page 7: 数字营销Ppt作品](https://reader033.vdocuments.site/reader033/viewer/2022052823/5555c6b9d8b42aaf158b484a/html5/thumbnails/7.jpg)
© 2008 Bates141
What was Web 1.0?
“Read Only”
= Brochure-ware
![Page 8: 数字营销Ppt作品](https://reader033.vdocuments.site/reader033/viewer/2022052823/5555c6b9d8b42aaf158b484a/html5/thumbnails/8.jpg)
© 2008 Bates141
What was Mobile 1.0?
Talk + Text
= Mobile Phones
![Page 9: 数字营销Ppt作品](https://reader033.vdocuments.site/reader033/viewer/2022052823/5555c6b9d8b42aaf158b484a/html5/thumbnails/9.jpg)
© 2008 Bates141
What was the Social Grid 1.0?
6 degrees of separation
= You’re in my contact list
![Page 10: 数字营销Ppt作品](https://reader033.vdocuments.site/reader033/viewer/2022052823/5555c6b9d8b42aaf158b484a/html5/thumbnails/10.jpg)
© 2008 Bates141
What was Advertising 1.0?
Links + Listings + Banners + Pop-ups + Buttons + Spam
= Ad Nauseum + Inbox Invasion
![Page 11: 数字营销Ppt作品](https://reader033.vdocuments.site/reader033/viewer/2022052823/5555c6b9d8b42aaf158b484a/html5/thumbnails/11.jpg)
© 2008 Bates141
What was Shopping 1.0?
Limited Interactivity
= eCatalog eCommerce
realityperception
![Page 12: 数字营销Ppt作品](https://reader033.vdocuments.site/reader033/viewer/2022052823/5555c6b9d8b42aaf158b484a/html5/thumbnails/12.jpg)
© 2008 Bates141
Roadkill on the Information
Superhighway
![Page 13: 数字营销Ppt作品](https://reader033.vdocuments.site/reader033/viewer/2022052823/5555c6b9d8b42aaf158b484a/html5/thumbnails/13.jpg)
© 2008 Bates141
Info Superhighway Roadkill
![Page 14: 数字营销Ppt作品](https://reader033.vdocuments.site/reader033/viewer/2022052823/5555c6b9d8b42aaf158b484a/html5/thumbnails/14.jpg)
© 2008 Bates141
The Survivors
![Page 15: 数字营销Ppt作品](https://reader033.vdocuments.site/reader033/viewer/2022052823/5555c6b9d8b42aaf158b484a/html5/thumbnails/15.jpg)
© 2008 Bates141
Lessons Learned
Start with a Business Model
And then a A Business Plan
Order & Process beats Fast & Loose
Substance beats Style
![Page 16: 数字营销Ppt作品](https://reader033.vdocuments.site/reader033/viewer/2022052823/5555c6b9d8b42aaf158b484a/html5/thumbnails/16.jpg)
© 2008 Bates141
The Present: Digital Marketing2.0
What’s Happening?
Who’s Thriving?
![Page 17: 数字营销Ppt作品](https://reader033.vdocuments.site/reader033/viewer/2022052823/5555c6b9d8b42aaf158b484a/html5/thumbnails/17.jpg)
![Page 18: 数字营销Ppt作品](https://reader033.vdocuments.site/reader033/viewer/2022052823/5555c6b9d8b42aaf158b484a/html5/thumbnails/18.jpg)
© 2008 Bates141user-generated
wirelessSocial networks
iPTV
WIKI blogs
playlistsmash-ups
AI
integration
POSAJAX
AdWords
GPS targeted bannersVOiPBroadband
call centres
So, What’s Marketing 2.0?
file-sharing
RSSWiFi
3G
search
m-thisiP-that
API
rich mediamobileweb services
video
virtual worlds
eCRM
widgets
VoIP
tagsPOD
![Page 19: 数字营销Ppt作品](https://reader033.vdocuments.site/reader033/viewer/2022052823/5555c6b9d8b42aaf158b484a/html5/thumbnails/19.jpg)
© 2008 Bates141
Web 2.0: The Highs & Lows
• 2000: Google launches keyword advertising
• 2001: Wikipedia
• 2002: Friendster, RSS 2.0, Xbox Live
• 2003: mySpace, Second Life
• 2004: “Web 2.0” coined, Google IPO, flickr & Gmail launch
• 2005: GoogleMaps, YouTube, Xbox 360
• 2006: Wii, Facebook goes public
• 2007: iPhone, Google announces Android & buys Doubleclick,
Facebook announces Platform, Amazon launches Kindle eReader
• 2008: ???
![Page 20: 数字营销Ppt作品](https://reader033.vdocuments.site/reader033/viewer/2022052823/5555c6b9d8b42aaf158b484a/html5/thumbnails/20.jpg)
© 2008 Bates141
What’s Web 2.0?
“Read/Write”
= The Customer Strikes Back
![Page 21: 数字营销Ppt作品](https://reader033.vdocuments.site/reader033/viewer/2022052823/5555c6b9d8b42aaf158b484a/html5/thumbnails/21.jpg)
© 2008 Bates141
What’s Mobile 2.0?
Talk + Text + Web + Media + Apps
= Mobile Devices
![Page 22: 数字营销Ppt作品](https://reader033.vdocuments.site/reader033/viewer/2022052823/5555c6b9d8b42aaf158b484a/html5/thumbnails/22.jpg)
© 2008 Bates141
What’s the Social Grid 2.0?
one degree of separation
= We’re all just a click away
![Page 23: 数字营销Ppt作品](https://reader033.vdocuments.site/reader033/viewer/2022052823/5555c6b9d8b42aaf158b484a/html5/thumbnails/23.jpg)
© 2008 Bates141
What’s Advertising 2.0?
Contextual & Behavioural Targeting
= Ad Relevance
![Page 24: 数字营销Ppt作品](https://reader033.vdocuments.site/reader033/viewer/2022052823/5555c6b9d8b42aaf158b484a/html5/thumbnails/24.jpg)
© 2008 Bates141
What’s Shopping 2.0?
Customer Ratings, Reviews &Recommendations
= weCommerce
![Page 25: 数字营销Ppt作品](https://reader033.vdocuments.site/reader033/viewer/2022052823/5555c6b9d8b42aaf158b484a/html5/thumbnails/25.jpg)
© 2008 Bates141
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
![Page 26: 数字营销Ppt作品](https://reader033.vdocuments.site/reader033/viewer/2022052823/5555c6b9d8b42aaf158b484a/html5/thumbnails/26.jpg)
© 2008 Bates141
The Thrivers: bits
![Page 27: 数字营销Ppt作品](https://reader033.vdocuments.site/reader033/viewer/2022052823/5555c6b9d8b42aaf158b484a/html5/thumbnails/27.jpg)
© 2008 Bates141
The thrivers: atoms
![Page 28: 数字营销Ppt作品](https://reader033.vdocuments.site/reader033/viewer/2022052823/5555c6b9d8b42aaf158b484a/html5/thumbnails/28.jpg)
© 2008 Bates141
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 date
Meet Communicateentertain
DateWork
![Page 29: 数字营销Ppt作品](https://reader033.vdocuments.site/reader033/viewer/2022052823/5555c6b9d8b42aaf158b484a/html5/thumbnails/29.jpg)
© 2008 Bates141
Lessons Learned
The customer is always right
Your customers are your brand
Customers expect choice and control
WOM is the best form of advertising
![Page 30: 数字营销Ppt作品](https://reader033.vdocuments.site/reader033/viewer/2022052823/5555c6b9d8b42aaf158b484a/html5/thumbnails/30.jpg)
© 2008 Bates141
The Future:Marketing 3.0
Where’s it going?
Who’s driving?
![Page 31: 数字营销Ppt作品](https://reader033.vdocuments.site/reader033/viewer/2022052823/5555c6b9d8b42aaf158b484a/html5/thumbnails/31.jpg)
© 2008 Bates141
![Page 32: 数字营销Ppt作品](https://reader033.vdocuments.site/reader033/viewer/2022052823/5555c6b9d8b42aaf158b484a/html5/thumbnails/32.jpg)
© 2008 Bates141
?
Marketing 3.0?
![Page 33: 数字营销Ppt作品](https://reader033.vdocuments.site/reader033/viewer/2022052823/5555c6b9d8b42aaf158b484a/html5/thumbnails/33.jpg)
© 2008 Bates141
Web 3.0?
“Read/Write/Execute”
= The Customer Customizes
![Page 34: 数字营销Ppt作品](https://reader033.vdocuments.site/reader033/viewer/2022052823/5555c6b9d8b42aaf158b484a/html5/thumbnails/34.jpg)
© 2008 Bates141
Mobile 3.0?
The whole world in my hands
= My Device is Me
![Page 35: 数字营销Ppt作品](https://reader033.vdocuments.site/reader033/viewer/2022052823/5555c6b9d8b42aaf158b484a/html5/thumbnails/35.jpg)
© 2008 Bates141
the Social Grid 3.0?
zero degrees of separation
= I’m the centre of my universe
zero degrees of separation
= I’m the centre of my universe
![Page 36: 数字营销Ppt作品](https://reader033.vdocuments.site/reader033/viewer/2022052823/5555c6b9d8b42aaf158b484a/html5/thumbnails/36.jpg)
© 2008 Bates141
Advertising 3.0?
Personal Targeting
= I am my media
![Page 37: 数字营销Ppt作品](https://reader033.vdocuments.site/reader033/viewer/2022052823/5555c6b9d8b42aaf158b484a/html5/thumbnails/37.jpg)
© 2008 Bates141
Shopping 3.0?
Preferential Personal Purchasing Power
= meCommerce
![Page 38: 数字营销Ppt作品](https://reader033.vdocuments.site/reader033/viewer/2022052823/5555c6b9d8b42aaf158b484a/html5/thumbnails/38.jpg)
© 2008 Bates141
The Drivers: Leading the Pack
![Page 39: 数字营销Ppt作品](https://reader033.vdocuments.site/reader033/viewer/2022052823/5555c6b9d8b42aaf158b484a/html5/thumbnails/39.jpg)
© 2008 Bates141
How to Get Ahead
Open
Invite
Listen
Ask
Respond
Share
Question the Macro
Observe the Micro
![Page 40: 数字营销Ppt作品](https://reader033.vdocuments.site/reader033/viewer/2022052823/5555c6b9d8b42aaf158b484a/html5/thumbnails/40.jpg)
PULLPUSH