The total reset of marketing, branding and media – are you ready for the future? (Gerd Leonhard)
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Gerd Leonhard Futurist, Author, CEO TheFuturesAgency Basel, Switzerland Total Reset - The Future of Media and Marketing
description
Powerful technologies and a significant personal habit changes are impacting societal, economic and political developments. Marketing is following media/content as the next big arena for change – consider what has happened to music, film/TV and newspaper industries and then extrapolate on what will happen to marketing, branding and advertising in nearby future. Integration of media and communication channels (online-offline, augmented reality, responsive design, social TV), problems and challenges of editing, distribution and monetizing media content are just some of the challenges in the industry. These are also some of the topics that Gerd Leonhard will touch on; showing examples from around the globe and presenting future scenarios that will become reality quicker than you might think.
Transcript of The total reset of marketing, branding and media – are you ready for the future? (Gerd Leonhard)
Gerd LeonhardFuturist, Author, CEO
TheFuturesAgencyBasel, Switzerland
Getting ready for a dramatically different future:
Total Reset - The Future of Media and Marketing
The
futu
re is
already h
ere! Welcome to
The Networked SocietyTh
e fu
ture
is already h
ere!
The
futu
re is
already h
ere! Every screen is becoming some
kind of connected TV, Radio or ReaderTh
e fu
ture
is already h
ere!
The
futu
re is
already h
ere! Imagine 5 Billion connected devices
The
futu
re is
already h
ere!
But Marketing
is stilllargely
centralized
Welcome to The Networked Society...
The
futu
re is
already h
ere!
A connected ‘consumer’ does not really need most of what used to be called
‘Advertising& Marketing’
#askgerd
The
futu
re is
already h
ere!
The
futu
re is
already h
ere!
The
futu
re is
already h
ere!
The
futu
re is
already h
ere!
Mobile ‘Marketing’ is... not.
On tomorrow’s smart phones, Telephony is just a feature tx Clay Shirky
How will people want to hear from you?
Broadcasters meet Broadbanders- huge opportunities for innovation!
With Television, our job was to consume ...on Mobile Devices our ‘job’ is to engage:)
Re-Imagination is crucial
Next 3 years: SoLoMo Re-Imagination of...everything:)
Source: Mary Meeker State of the Internet Report 2012 / KPCB
The
futu
re is
already h
ere! A mobile and multi-screen world
The
futu
re is
already h
ere!
The
futu
re is
already h
ere!
Business as usual is dead
Interaction TransactionTransaction
Try ‘finding the backdoor’
“Creativity is the residue of time wasted” *Albert Einstein
Image via Flicrk/burningMan
Some time ago...:)Th
e fu
ture
is already h
ere!
The Social O.S.
Media & Marketing
The
futu
re is
already h
ere! The Internet is centering around
SoLoMo(VideoCloud)
The
futu
re is
already h
ere!
Image licensed from sevensheaven.nl
The user is the •Marketing•Product•Content
The
futu
re is
already h
ere!
Hyper-Fragmentation:User behavior and preferences, UIs and devices, payment-readiness...
Practice Likeonomics
But there is such a thing as ‘too much’ :)
The
futu
re is
already h
ere! Explosion of disruptive technologies
The
futu
re is
already h
ere!
Cloud- Futures !!
Coming soon: automatic, real-time translation
Multi-Platform | Channel Futures
The
futu
re is
already h
ere!
New Interfaces | External Brains?Th
e fu
ture
is already h
ere!
Dr. Michio Kaku via Youtube
Facebook knows what we say - but Google
knows what we think:)
The
futu
re is
already h
ere! Advertising☯ Content
‘Tablet Commerce’ & Social Commerce
Distributed Media | Content Commerce |
Users| Marketing | Advertising
The
futu
re is
already h
ere! Centralized
The
futu
re is
already h
ere! De-Centralized
The
futu
re is
already h
ere!
The Future of Media: real-time, P2P, distributedTh
e fu
ture
is already h
ere!
Speed
The
futu
re is
already h
ere! The complete convergence of
Internet and Television
SoLoMo: Yelling and Interruption is ...
The
futu
re is
already h
ere! Heads-Up: 75% of what Marketers are used
to doing will not work on mobile devices
‘YeDiLi’ becomes SoLoMoYell Disrupt Lie
Mobile means the End of Attention Monopolies (for publishers) and the End of Disruption (for marketers)
Most mobile advertising will become Content - or be utterly useless
The
futu
re is
already h
ere!
Open is the new ‘captive’
The importance of Shared Passion
The
futu
re is
already h
ere!
The SoLoMo web is
Destroying Disruption
as an effective and ef"cient advertising mechanism (adapted from a quote by Paul Adams / Think Outside In Blog)
Your storyConsumers
Tesco CEO Philip Clarke
The
futu
re is
already h
ere!
D E S I G N :
Thanks foryour time!•gerdfuturist.com
• thefuturesagency.com
•gerdtube.com (video)
•slideshare.net/gleonhard
•Download: Futurist App
The
futu
re is
already h
ere!
The
futu
re is
already h
ere! Reputation Economy & Social Capital
The
futu
re is
already h
ere!
