Creating value with Content: the Future Of Marketing & Advertising, by Gerd Leonhard Sydney...
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Content 2.0 and the Future of Marketing & Advertising ‣ Futurist ‣ Strategist ‣ Author & Blogger www.mediafuturist.com twitter.com/gleonhard
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These are the slides from my presentation in Sydney, August 18, see http://bit.ly/l6NZH From the event description: "Futurist Gerd Leonhard will talk about the key trends and developments from around the globe, depict the most likely scenarios in the next 3-5 years, and describe opportunities that will arise from the global change to a networked and fully converged ecosystem of Content & Media, Marketing and Advertising" Some high-lights: * We are only beginning to understand the huge shift from disconnectePicture 20d to connected 'consumers' * Connected people act / consume / behave / communicate VERY differently * Mobile broadband-powered content sharing is going to reset the content industries * The disruption has only just begun * Captive consumers are rapidly vanishing * Advertising and marketing as we knew it is no longer going to work * Advertising IS CONTENT
Transcript of Creating value with Content: the Future Of Marketing & Advertising, by Gerd Leonhard Sydney...
Content 2.0 and the Future of Marketing & Advertising
‣ Futurist‣ Strategist‣ Author & Bloggerwww.mediafuturist.comtwitter.com/gleonhard
‣Understand‣Imagine‣Translate
www.mediafuturist.comtwitter.com/gleonhard
Clients such as IBM, Google, Nokia, DDB, Sony BMG, Orange / France Telecom, BBC, ITV, RTL,
The European Commission, TribalDDB, Omnicom, Siemens,
Kuoni, Reed Midem etc
What I do:
Get ready for...
Image via: kk.org
Like the printing press 600 years ago...
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Connected people ‘consume’ differently
It used to be: Dominate and win!
Basically... our world has been pretty much top-down until now
....until now
The TV Generation The Net Generation
Reaching Millions of People at the same time - with the same content or message or... advertisement
Reaching the perfect 100 people that each
reach 100 people that each reach 100
people...
•“Empowering People” i.e. the consumers i.e. the users is the winning theme everywhere
• API Culture is booming: “Build yours with mine”• A lot of what used to cost money is becoming ‘free’ (eMail, phone calls, news, games, music...)
• Sharing explodes
• Interruption-Marketing becomes ‘Mission Impossible’
• Captive audiences are are thing of the past
Connected people ‘consume’ .... Not;)
Sharing is the key driverReal-Time Everything
The Link Economy
Culture of Participation
Meritocracy
Advertising is Content - We can't think of ads as separate ‘stuff’ any more. The captive audiences are vanishing - so who do we desire to interrupt?
Maybe we only needed traditional Advertising &
Marketing because we were
Not Connected
And we will have to get used to monetary value being derived in many new forms!
IBM
Self Publishing (Expression...?) on Steroids
Location Location Location
• Don’t memorize - find!• Find: when and where you need
it - not before• Location and Timing• Augmented Realtime Data• Cloud services: links not storage!
Real-Time is becoming crucial
Social search and peer navigation
And yes, everyone everywhere will be...
Marketing will be sourced this way, too
We are in the midst of re-defining:
People subscribe to People
Source: iStockphoto.com
The biggest opportunities are
in connecting the Cloud with the
Crowd
•Control is no longer really feasible, and is quickly being replaced with Trust
•Data is the new Oil•Privacy is the next major issue
Command & Controlis becoming
Coordinate & Cultivate*Thomas Malone “The Future of Work”
ContentConversations
Attention
Data Usage Engagement
(Trans)Action
= Advertising
= Content
Push Objects Pull Objects
“I need to have conversations with my
community, make my product as attractive as possible, and
set it free as much as possible
“I need to get my message out to as many people as
possible, as quickly as possible”
Was...
Will be
Great User Interface & User Experience changes everything
The Mobile Use *fka
‘Consumption’ of Digital Goods is the #1
growth story of the next decade
My Keywords for mobile communications - and the new ‘Advertising’ that will go with it
• Devices feel like ...books• Touch / Draw / Zoom UIs and UXs• Always-on, 4 sure (mashed access)• OS / Software on the network• Very low power consumption• Explosion in location-based services• Technology becomes even more
invisible
NewsReader Game-Pad Image ViewerTVRadio Phone Message-CenterLibrary
Wallet
So will people read like this?
2012 Book Publishing Revenues:
$43 Billion in U.S. (BISG) $120 Billion Global (est)
It used to be...
Premium“Option”“Extra”
Default
Soon...
DefaultStandardThe new ‘Normal’
The New Premium
If Access replaces Ownership as Default...
AccessEmbodiment
Experience
AccessBundles
How will access to content be paid for?
Paid by 3rd PartiesFlat-Rates
A crucial shift in the content industries:
• Content ‘Pre-Web’: Presenting - and selling - professionally produced Content
• Content ‘Web-Native’: Presenting - and selling - Context, People, Relevance, Packaging, Timeliness - and all types of Content!
New Content Industry Generatives
But beware...
The ‘new’ $$$
Attention KernelsDigital Breadcrumbs
Mouse ExhaustClick-Trails
AttentionTransfer
Imagine this scenario:• Your location is tracked (if and when activated)• Your click-trails are shared (with some, sometimes)• Your opt-ins are 100% voluntary, intentional, deep, real• Your ratings, ‘likes’ and recommendations are available• Your network of peers is available at certain times
The new, old deal:
Free content in return for your data, your attention, your engagement.
Great for us as Users fka Consumers
Not so great for the creators?
But what are we actually paying for...?
Some answers to the ‘Free’ Challenge
Source: Chris Anderson, Wired
Freemium and New Generatives: Pandora
Convenience
Personalization
Packaging
Premium Experience
‘Paying for Privacy’
Convenience
The Future of Content
OpenMobile
ConnectedCollaborative
Interdependent
It’s hard to ‘own’ a copy now butYou can own the
Context, the Meaning, the Relevance, the
Experience, the Embodiment, the
Timing...
A key opportunity for trusted parties
The new Marketing Paradigm
Interruption costs MoneyEngagement costs Control
Summary
★ email me at [email protected]★ twitter.com/gleonhard★ facebook: gleonhard★ more presentations at
www.mediafuturist.com
Thanks for watching!
