the new marketing paradigm

12
THE NEW MARKETING PARADIGM 1 © Melissa How, 2010

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Page 1: The New Marketing Paradigm

THE NEW

MARKETING PARADIGM

1© Melissa How, 2010

Page 2: The New Marketing Paradigm

<1990 1990s

Direct MailTelephone

2000s 2010TVRadioPrintDisplay

IMEmailDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline Display

Mobile EmailSMSIMEmailDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsWikisSocial NetworksMobile Web

Addressable VoiceMobile EmailSMS + MMSIM EmailDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsWikisSocial NetworksMobile WebBehavioral AdsVirtual WorldsWidgets

EVOLUTION OF MEDIA

© Melissa How, 2010 2

Page 3: The New Marketing Paradigm

© Melissa How, 2010 3

Page 4: The New Marketing Paradigm

Web 1.0 (1991-2003)

•Dial-up•Companies•Centralised•Publishing•Consumer•Home pages•Static•Advertised•Email

Web 2.0 (2004 – 2010)

•Broadband•Communities•Decentralised•Participation•Collaboration•Social Media•Blogs•Dynamic•Viral

© Melissa How, 2010

Web 3.0 (2010 - future)

•High speed connectivity•Web applications•Syndication•Video streaming•Virtual worlds•Semantic Web•Intuitive•Mobile

Internet Phases

4© Melissa How, 2010

Page 5: The New Marketing Paradigm

PROGRESS

© Melissa How, 2010 5

Page 6: The New Marketing Paradigm

Push PULL

Information INTERACTION

Communication CONVERSATION

© Melissa How, 20106

Page 7: The New Marketing Paradigm

© Melissa How, 2010 7

Page 8: The New Marketing Paradigm

SOCIAL MEDIA means…

Anyone with an Internet connection can be a

Creator and Distributor of content.

© Melissa How, 2010 8

Page 9: The New Marketing Paradigm

SOCIAL MEDIA means…

The Collective Power of the Public.

People can Collaborate to create change.

© Melissa How, 2010 9

Page 10: The New Marketing Paradigm

SOCIAL MEDIA means…

Freedom of Information and Access to the

Collective Knowledge of the World.

© Melissa How, 2010 10

Page 11: The New Marketing Paradigm

SOCIAL MEDIA means…

Rapid Communication and the boundary less

spread of News and Information.

© Melissa How, 2010 11

Page 12: The New Marketing Paradigm

Melissa How

MARKETING WISEMarketing ConsultantStrategy PlanningDigital Marketing

Master of Entrepreneurship & Innovation (MEI)Masters of Commerce (Marketing)

www.marketingwise.com.au@Marketing_WiseFacebook.com/melissathowLinkedin.com/in/melissa.t.how

Melbourne, Australia

12© Melissa How, 2010