FuturistGerd.com

The Future of Content and Marketing: the next 5 years

Science Fiction today - ‘normal’ tomorrow

Video Source: Cisco via Youtube

Marketing is

Content

“HUGE DATA”

TOTAL TARGETING

ULTRA-COMPUTING

SMART TECH-AGENTS

ARTIFICIAL INTELLIGENCE

MOBILITY EXPLOSION

BRANDSMEDIA COMPANIES

TECHPROVIDERS

CONTENTCREATORS

The

futu

re is

already h

ere!

Everything:ConnectedIntelligentReal-time

PersonalizedCross-platform

Interface Revolutions: unprecedented access to content

Interface evolutions: from type to talk to blink to think“Search engines won’t wait for you to ask for information. 

They will know you like a friend, aware of your concerns and interests at a detailed level” Ray Kurzweil

Image thanks to http://www.beachandisland.net/destinations-in-hawaiian-islands/

Content ExplosionTsunamis of Noise

http://www.brandnewmedia.co.uk/2012/02/29/the-joy-of-not-being-sold-anything/

Storytelling is what makes us human (marketing, too:)

Treating ‘consumers’ like mere algorithms is a very bad idea.

“Machine Thinking”

Vizuality on the rise everywhere

Coming soon: automated language translation

The Death of Interruption

Because of exponential progress in ‘big data’ technologies, mobile devices, new interfaces and the rise of artificial intelligence, Information

Superiority is no longer a sustainable advantage for many businesses

Instead, it’s more about observing, listening, engaging

Past Advertising: Track. Target. Tempt or Terrorize.

Dazzle themAddict themFlood themSell them

Logic of the Past

If we don’t pay we are the content : is the Faustian bargain becoming less attractive

http://www.futuristspeaker.com/2012/05/inventing-our-next-great-scarcities/

Privacy is a human right, and marketing must support this

SoLoMo: it’s all about permission, control, value

Nearing the end of the Faustian Bargain: fantastic ‘free’ stuff paid with attention & personal data (users becoming ‘content’)

Image via Popsci.com

The shift from ‘everything for free’ to ‘relevant and valuable’

ScarcityAbundance

The content industry is finally shifting away from the paradoxical ‘it’s either free and illegal or very

expensive and hard-to-do’ attitude

“MANAGED DISSATISFACTION”

“Managed Dissatisfaction” is no longer a plausible optionReed Hastings, Netflix CEO on Arrested Development, House of Cards, and the Future of Netflix: Movies + TV: GQ via Quartz.com

“I call this managed dissatisfaction. The traditional entertainment ecosystem is built on it, and it’s a totally artificial concept”

Welcome to the End of Attention Monopolies

Full-speed towards the cliff: the incumbent’s curse?

Red Truck Photo by cogdogblog - http://flic.kr/p/dFejMr

Priority Confusion

Industrial & Mechanical ☯ Digital & Exponential

So how do brands (people) actually change?

http://www.futuristspeaker.com/2012/05/inventing-our-next-great-scarcities/

“The greatest danger in times of turbulence is not the turbulence, itself, but to act with yesterday’s logic”*Peter Drucker

On the TV, consumers’ ‘job’ was to consume On mobile devices and tablets our ‘job’ is to engage

Huge opportunities for Content Marketing - but not for ‘better mousetraps’

Photo by iamos - http://flic.kr/p/5uUFSo

2 dying paradigms

The new paradigm

Marketing-at to Marketing-with

Trust

Technology

Knowledge. Wisdom. Learnings. Relevance. Depth. Stories. Context.

Timeliness. Respect.

http://pinterest.com/pin/197876977350036245/

http://techcrunch.com/2013/09/26/google-improves-knowledge-graph-with-comparisons-and-filters-brings-cards-to-mobile-search-adds-cross-platform-notifications/

Intuitive interfaces, deep data, artificial intelligence = addictive goodness:)

Ultra-smart intelligent agents: a certain marketing future ‘Virtual assistants’ or ‘digital butlers’

The Data Economy will be bigger than the Oil EconomyData becomes the global currency

VarietyVolumeVelocityViralityValue

Big Data is defined as the exponential growth of data in regards to:

For brands, digitally ‘seeing things’ is an absolute must-have...

Image via Popsci.com

Now, everyone is in the Data Business, one way or the other

Intelligence, Permission, Trust, Control

It’s increasingly less about ‘having distribution’...and more about Attention and Participation

A new concept for advertising: sustainabilityLongevity?

Trust

Technology

Source: Mashable

I hope you are excited about the future - and ready to transform!

“HUGE DATA”

TOTAL TARGETING

ULTRA-COMPUTING

SMART TECH-AGENTS

ARTIFICIAL INTELLIGENCE

MOBILITY EXPLOSION

Thanks for your time and attention...Now, let’s talk!

Visit FuturistGerd.com or GerdCloud.com to download this PDF (and many others incl. my free books)