World 5.0 The Tsunami of Total

Connectivity

Dietmar DahmenInnovation Consultant

Creative Visionary

Mobile Horizons Istanbul This presentation was made on June 4, 2013 at the Mobile Horizons Istanbul conference. To learn more about this unique thought-leadership forum, please visit the website at www.mobile-horizons.com or facebook at www.facebook.com/mobilehorizons.

(note: this is a summary of Dietmar’s presentation.

Please view in Portrait mode)

Dietmar Dahmen for

Mobile Horizons,

Istanbul, June 2013

Over 20 years of advertising in Hamburg, Los Angeles, Munich, New York, Vienna, Berlin.Dietmar Dahmen started out as a strategic planner, and later moved on to become a highly decorated creative. He was Creative Director with DDB, Executive Creative Director with Ogilvy, Chief Creative Officer and Managing Director with BBDO. As one of europes top experts on digital branding, marketing and communication, today dietmar is a trainer , coach and consultant for change, future success and digital, visionary marketing. He is co-founder of the eco e-community Earthback and is currently looking for the second investment of his second start up - A RADICALLY NEW ADVERTISING Platform ready to go online in late Summer 2013: - totalLy individualized- totalLy transpartent- totalLy local- totalLY now- totalLy relevant- toTALLY CONNECTED

Dietmar also teaches at various universities, including the Film-

Academy Ludwigsburg (winning 14 times gold with his students

at YDA, Cannes) and EDCOM, the educational arm of the

European Association of Communications Agencies.

He is a sought after speaker and gives talks and workshops

from Silicon Valley to Moscow, from London to Los Angeles.

He is a member of both the Creative Club, Austria and the Art

Directors Club, Germany.

The digital DAys conference was up and running. I only had 18 Minutes. There was no time to waste...

… I'm going to talk

about the Tsnami of total

connectivity. the Invention of

the printing press enabled us to

have mass media. It created mass

markets. And marketing - and

especially advertising - had to

deliver clear, single-minded messages

that the mass market could

understand , remember and act on. This

time is now ending. we reached total

connectivity. We have over 6 Billion

mobile phones….over 1 Billion

smart phones. this makes markets

and marketing local, real time,

individual!

Hi, my name is Dietmar

DAhmen and today, here in Istanbul...

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We reached 1 Billion phones in

just 6 Years.Everything gets new

faster… but that means that everything gets

old faster.

The only way to avoid death from old

age, is to udate, innovate, keep delivering a

new now!We all operate in the now.

There is even a name for this Trend: NOW-ISM.

Now-ISM is emotional...

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In the world of Emotions a late

response is no response. Your brand has to act and

re-act in Real time!

Now-ism is also trusted. If the Official

report card says that you have a bad grade in math…but an un-official source claims

that you are much better NOW we tend to trust the newer

information…even if the source is iffy.

3

Time sensitive adds are 500% more effective than

permanently reduced offers.

Every moment of

truth is now.

Now is local.

Now-ism is

addictive. our

mobile phones are constantly naGging us to check

what might be happening

NOW. we have a fear of missing

out.

25% of all online

searches are local! In your area…

and even in store.

This changes the way we work. work used to be a lifetime position with one single employer. in 2020 about 40% of the U.S. workforce

will be freelancers.

now-ism changes the way

we shop. e-commerce is still

booming. in Austria we had 28% growth in 2012. Why? because

getting stuff online is super easy: You Don't

even have to get up from the Sofa. i call this

digital laziness or LOW ACCESS COST! Make

sure your website is Ultra easy to use! Responsive design

is a must.

4

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It is not enough for

technology to be

better. It has to be

simpler as well.

This handout is a reminder of my

talk! If you did not attend the talk it might be difficult to unterstand. If so, just ask me:

dd@dietmardahmen.com

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Does this make us crazy? On the contrary:

Norwegian airlines have free wireless in the planes. In Riga all Taxis offer free

wireless.We are online in trains, in cars

on the ocean.

Now-ism changes the way

we life. We even have a new target group: generation

connected!Generation connected is online for nearly 23h a day. Being Online is the

new normal! Being offline is the total exception. An active choice to pull the plug

for a short time.

Research done by Viacom:

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coca Cola has over 500 brands, with over 1800 products and operates in Over 200 markets.

old Brands could grow horizontally. More products. More markets.

generation connected

changes Brands,

Markets and marketing.

The Problem: Most bRands are just a commodity. Coke has one MEGA brand (coke) maybe 10 good BRAND (Fanta, Sprite etc.), But never 500!!!

If you want to stick out, you have to grow not just horizontally!

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new Brands grow functionally. The brand becomes an operating system!

1 coke+ 1 Fanta+ 1 Sprite= 3 drinks

GenEration connected also

changes markets. The

market used to be audience oriented:

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Today the market is individual oriented.

we used to go for high reach - low

relevance. Today we go for low

reach - high relevance.

Old marketing was one big single-mindeD

message.

new marketing evolved. It got smaller, grew wings,

and we now have millions of individualized messages.

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Generation connected Changes

marketing! G.C. killed the CON-SUMER. REMEMBER: CON…is the OPPOSITE! The CON-sumer does

the Opposite of what the brand does.

We now have a PRO-SUMER. The Pro-sumer does what the brand does…BUt even more effective.

Pro-sumers LOVE

connectivity. Between them and the brand,

between dEvices, within devices. Connectivty is a

discriminating Advantage

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you can go the entire customer journey without ever leaving your device.

Now we want connectivity without devices.

12

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We want connectivity of things. Cars are connected..homes are connected. By 2020 50 Billion

Objects will be online. The fight of the operating system of you

home, of your life is in progress.

But connecting to dead Objects is not enough: we now want to connect to everything..including our pets..and even our selves.

We are hardwired for connectivity. We are hardwired against silo solutions.

Even our sences are not Silos…but connected!

BA BA

FA FA

If you are connected you will win. Connectivity is a discriminating advantage.

Remember the example with the Hospitals and the pre-

mature born babies. If you can connect to your baby

via camera and iPad you will choose this hospital. Also

smart product are defined by connectivty

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CONTACT:www.dietmardahmen.com

or dd@dietmardahmen.com

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Smart cars connect with everything

Smart Bikes connect with your calender, the weather, your alarm... Connecting data to

help you make the best choise...

…just like a digital mother: connecting many different points to help you have a

great day!

All rights reserved : dietmar Dahmen 2013

Mobile devices create

connectity.

Connectiviy creates Progress. For

progress is not how smart you are…but how

connected you are.