This document provides a brief history of digital marketing from 1999 to 2018, highlighting major developments and trends over time including the rise of search engines, social media platforms, mobile technologies, and data-driven advertising. Key events and technologies are organized within time periods including Pre-Digital Era, Google Time, Web 2.0, Platform Web, and Mobile First. The document also discusses future trends in digital marketing including augmented reality, virtual assistants, and contactless payments.

1. Dario Diament
VP, Product & Strategy
@ddiament

3. Pre-Digital era
Google Time
Web 2.0
Platform Web
Mobile First
1999 2004 2007 2010 2015 2018
Search
SEO
SEM
Adsense
Flash Sites
Micro Sites
Analytics
Publishers
E-Mail
Blogs
YouTube
UCG
Wikis
Communities
Virales
Trolls
Twitter
Facebook
Widgets
Hi5
Fotolog
Newsfeed
Facebook Pages
Facebook Apps
Viral Loop
Trending Topic
Twitter Celebs
Memes
Community Manager
Facebook Ads
Programmatic Ads
YouTubers
HTML5
Video Everywhere
Netflix
Augmented Reality*
QR Codes*
Second Screen
Snapchat
Instagram
Influenciadores
More YouTubers
Pokemon Go*
Mobile Apps
Responsive Sites
4G
Live*
Native Ads
BRIEF
HISTORY
OF DIGITAL
MARKETING
The Next Wave

4. Pre-Digital era
Google Time
Web 2.0
Platform Web
Mobile First
1999 2004 2007 2010 2015 2018
Search
SEO
SEM
Adsense
Flash Sites
Micro Sites
Analytics
Publishers
E-Mail
Blogs
YouTube
UCG
Wikis
Communities
Virales
Trolls
Twitter
Facebook
Widgets
Hi5
Fotolog
Newsfeed
Facebook Pages
Facebook Apps
Viral Loop
Trending Topic
Twitter Celebs
Memes
Community Manager
Facebook Ads
Programmatic Ads
YouTubers
HTML5
Video Everywhere
Netflix
Augmented Reality*
QR Codes*
Second Screen
Snapchat
Instagram
Influenciadores
More YouTubers
Pokemon Go*
Mobile Apps
Responsive Sites
4G
Live*
Native Ads
The Next Wave

9. Leasure research time
Search queries increased by 400%
Work & Pause
Continuous access to the web through
both PC and Mobile with
Periodic short off-times.
89% of knowledge workers consume
online content while working.
Multi-screen moment
Search queries increased by 400%
News time
News and Daily offers sites traffic peak
between 9AM and 12PM
THE MODERN
MEDIA
CONSUMER

13. DESKTOP SIGNAL
T H I R D PA R T Y D ATA
Age IncomeAuto PurchaseINTERESTS
F I R S T PA R T Y D ATA
DMP CRM
M O M E N T D ATA
Time IP RangeContent DayDevice

14. (-23.561263, -46.694433)LOCATION
THE NEW SIGNAL Latitude Longitude
We are here

15. (-23.561263, -46.694433)Cookie
Lat/Long Match Map
ID Places Data

18. Geo Data is the best signal that can compete
against Search to predict user intent

19. L O C AT I O N D ATA
MOBILE SIGNAL
T H I R D PA R T Y D ATA
Age IncomeAuto PurchaseInterest
F I R S T PA R T Y D ATA
DMP CRM
M O M E N T D ATA
Time IP RangeContent DayDevice

20. GEOFENCING

21. LOCAL RETARGETING

22. GEO BASED AUDIENCES

23. Now companies can predict business results based on foot traffic …
Source: Foursquare. “Foursquare Predicts Chipotle's Q1 Sales Down Nearly 30%”

27. Rich Media now
means high impact
activations for short
span usage.

28. Native Ads are the
solution for brands with
content marketing
strategies.

29. Video is becoming the
perfect match for Brand
marketers looking to
deliver emotion on
mobile.

30. Using Data to Feed the Creative

31. Time Aware
Weather Ads

32. Forecast Weather Time
Score
MentionsTV
If data is accesible it can be used…
And if your phone does it,
it can be used too…
HTML5
Animations
Multimedia Map Directions

33. Camera Integration Interactive API (Internet Speed)

34. Shake to Activate Multimedia Interactive

35. WHEN
MARKETING
APPS
DIFFERENT
RULES APPLY

37. SEARCH WEB PLATFORMAPP MESSENGER
THE 7 DIMENSIONS OF THE NEW MOBILE MARKETING
ASSISTANTS OOH

38. Los pioneros
Google Time
Web 2.0
Platform Web
Mobile First
Internet of Everything
1999 2004 2007 2010 2015 2018
Search
SEO
SEM
Adsense
Flash Sites
Micro Sites
Analytics
Publishers
E-Mail
Blogs
YouTube
UCG
Wikis
Communities
Virals
Trolls
Twitter
Facebook
Widgets
Hi5
Fotolog
Newsfeed
Facebook Pages
Facebook Apps
Viral Loop
Trending Topic
Twitteros famosos
Meme
Community Manager
Facebook Ads
Programmatic Ads
YouTuber
HTML5
Video Everywhere
Netflix
Augmented Reality*
QR Codes*
Snapchat
Instagram
Influenciadores
Mas YouTubers
Influencers
Mobile Apps
Responsive Sites
4G
Live
Native Ads
Mobile Rich MEdia
Augmented Reality
Social VR
Virtual Assistants
Speech Recognition
Contactless Payment
BRIEF
FUTURE
OF DIGITAL
MARKETING

39. THANKS!
Andrea Orsolon, Country Manager Brasil
orsolon@headwaydigital.com
Dario Diament, VP Product & Strategy
Dario.diament@headwaydigital.com