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© 2008 Bates141
WEB 2.0
De dónde viene,
A dónde va
© 2008 Bates141Brochureware
dot.com About Us
TVSPAM
Directories
Radio
Pop-ups Contact Us
Flash Animations
Press
SPAM
What’s New!
eMail
Blinking BannersPORN
Dial-up
Telemarketing
So, What Was Marketing 1.0?
dot.gone
What’s
Hot
SPAM
SPAM
SPAM
SPAM
links
e-this i-that
SPAM
SPAM
portals
vortals
hortals
spyware
adware
DM
SPAM
SPAM
WEB

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© 2008 Bates141
The Past:
DotCom Madness
What happened?
Who survived?
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

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© 2008 Bates141
What was Web 1.0?
“Read Only”
= Brochure-ware

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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

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What was Advertising 1.0?
Links + Listings + Banners +
Pop-ups + Buttons + Spam
= Ad Nauseum + Inbox Invasion
What was Shopping 1.0?
Limited Interactivity
= eCatalog eCommerce
realityperception

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Roadkill on the
Information
Superhighway
Info Superhighway Roadkill

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

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

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user-generated
wireless
Social networks
iPTV
WIKI blogs
playlists
mash-ups
AI
integration
POSAJAX
AdWords
GPS targeted bannersVOiP
Broadband
call centres
So, What‟s Marketing 2.0?
file-sharing
RSS
WiFi
3G
search
m-this
iP-that
API
rich media
mobileweb services
video
virtual worlds
eCRM
widgets
VoIP
tags
POD
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: ???

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What‟s Web 2.0?
“Read/Write”
= The Customer Strikes Back
What‟s Mobile 2.0?
Talk + Text + Web + Media + Apps
= Mobile Devices

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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

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What‟s Shopping 2.0?
Customer Ratings, Reviews &
Recommendations
= weCommerce
The Code of
the Road
QUALITY
People want cool stuff
ACCESS
Make it easy to find
OPENNESS
Don‟t bullsh*t
CONTROL
Let them play with it

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The Thrivers: bits
The thrivers: atoms

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Enough Already
The 2.0 World is changing the way we do everything!
Interact
Bank
Learn
TravelShop
Evaluate
Find
SearchListen
Watch
Play
Find info
Stay up to date
Meet Communicate
entertain
Date
Work
Lessons Learned
The customer is always right
Your customers are your brand
Customers expect choice and control
WOM is the best form of advertising

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The Drivers: Leading the Pack
© 2008 Bates141
How to Get Ahead
Open
Invite
Listen
Ask
Respond
Share
Question the Macro
Observe the Micro

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PULLPUSH