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The Wall Street Journal called him the "World's leading media futurist." We called him a genius. Gerd Leonhard recently came to TBWA\Hunt\Lascaris JHB to inspire and inform us about convergence the future of marketing.
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The Future of Advertising and Marketing
Gerd LeonhardJohannesburg, March 29, 2010
www.mediafuturist.comtwitter.com/gleonhard
Control ! Money
Egosystem !
Ecosystem
*but
Trust: Risks & Rewards: Example: Ford
Closed vs Open...
‘Broadcast’ Business: shrinking, and costly
Old
Networked Business: explodingNew
Welcome to Communication 2.0
Real-Time
Interactive
Cross-Media
Mobile
De-centralized
A key realization:
Networked People
InnovateFaster
A Mobile, Engaged, Connected Culture
Soon: the Mobile becomes ‘The Internet’
How will
this ch
ange YOUR busin
ess?
Expect 30+% of all Advertising to shift to digital, interactive, mobile, social,
video, in the next 2-3 years
The rising tide may be delayed but it is coming!
Source: Slideshare
It used to be...
“Option”“Extra”
Default
Soon:
The New Premium
The new Normal
Content
is first a Service & an Experience - and only
then (maybe) a Product.
How commerce has changed
Audience
TrustTransaction
Masses + Money = Reach
AttentionDominance
Transaction
Attraction & Attention
Now, Conversation beats Monolog
twitter.com/ gleonhard
A new Marketing Paradigm emerges
Social Media beats eMail,
Video beats Search
Stop Pushing
Start Pulling
Free gets you to a place where you can get
paid.
Quote by Fred Wilson, Union Square Ventures www.avc.com
Interruption costs MoneyEngagement costs Control
Advertising / Branding / Marketing 2.0:
Social Media is “Customer Relationship Management”
Noise ! Attraction
A huge opportunity for Brands & Marketers
Source: Ruder-Finn Study Feb 2010
Magazine Publishers & Tablet Devices
User Interfaces make all the difference
The computer is work.The iPhone is ... kind of work.
The iPad / Tablet is... not work
Advertising for lean-back consumption...just like content
Expect more of this: Real-Life + Mobile + Internet
Imagine what this could do for personalized, engaged,
conversational marketing
Source: Wikitude / Youtube
Google Goggles: imagine this with People
Old
NewHat tip to Brian Solis
TNN: Twitter News Network
Future of Communication: Keywords
When you’re out and about...
With(in) your tribe
Strangers & people like me
At the right time, always
With complete transparency
Under my exclusive control
Because I (do / don’t) trust u
Our entire media & communications infrastructure - the “Extension of Man” (McLuhan) - is becoming Real-Time
Do we still need “Advertising” once
we are all connected?
Now: “Stage Experiences” Source: HBR.org
Source: Flickr Desert Diva
In this ‘Experience’ - centric world, Storytelling is more
crucial than ever before
- and the way we tell stories is
drastically changing
Source: Slideshare
versus
Free gets you to a place where you can ask to
get paid.
Quote by Fred Wilson, Union Square Ventures www.avc.com
Hybrid Models in many variations
The captive audience is dying
“Trust
is the most important currency online, so to build it we adhere
to three principles of open information: value,
transparency, and control”
Google Senior VP, Product Management Jonathan Rosenberg's essay, The Meaning of Open, published on the Offical Google Blog
Social Business...Trust Osmosis
Trust
Trust
“Only timely and relevant communications”
Social Media is “Customer Relationship Management”
Brands are now...
Broadcasters
Content
Publishers
Media
Think Data. Carefully.
Expect 30+% of all Advertising to shift to digital, interactive, mobile, social, video, in the next 2 years *with local variations
Action Item:
Lead - don’t follow
Count on this to fuel your success
First Step: Listen
Marketers are Remixers
Marketing = Staging Experiences
Around the core...!