Gerd Leonhard         Futurist, Author, CEO                   TheFuturesAgency                   Basel, SwitzerlandTotal R...
Welcome toThe future is already here!                              The Networked Society
Every screen is becoming someThe future is already here!                              kind of connected TV, Radio or Reader
Imagine 5 Billion connected devicesThe future is already here!
Welcome to The Networked Society...                                But                             Marketing              ...
The future is already here!                     A connected ‘consumer’ does notreally need most of what used to be called‘...
The future is already here!
The future is already here!
The future is already here!
The future is already here!
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 future is already here!                              A mobile and multi-screen world
The future is already here!               Business as usual is dead
Interaction Transaction   Transaction
Try ‘finding the backdoor’
“Creativity is the residue of time wasted”   *Albert Einstein       Image via Flicrk/burningMan
The future is already here!                                      Some time ago...:)                              The Socia...
t ing                  rke             M   a      ia   &M   ed
The Internet is centering aroundThe future is already here!                                SoLoMo(VideoCloud)
The future is already here!                              The user is the     •Marketing     •Product     •Content         ...
The future is already here!             Hyper-Fragmentation:User behavior and preferences, UIsand devices, payment-readine...
Practice Likeonomics
But there is such a thing as ‘too much’ :)
The future is already here!                              Explosion of disruptive technologies
Cloud-   Futures !!
Coming soon: automatic, real-time translation
Multi-Platform | Channel Futures
The future is already here!                              New Interfaces | External Brains?                                ...
Google         Facebook knows what          we say - but GoogleFacebook         knows what we think:)
The future is already here!                 Advertising☯ Content
‘Tablet Commerce’ & Social Commerce
Distributed Media | Content Commerce |Users| Marketing | Advertising
The future is already here!                    Centralized                    De-Centralized
The future is already here!                              The Future of Media: real-time, P2P, distributed
Speed
The complete convergence ofThe future is already here!   Internet and Television
SoLoMo: Yelling and Interruption is ...
Heads-Up: 75% of what Marketers are usedThe future is already here!                               to doing will not work o...
Mobile means the End of Attention Monopolies (forpublishers) and the End of Disruption (for marketers)
Most mobile advertising will becomeContent      - or be utterly useless
The future is already here!                  Open is the new ‘captive’
The importance of Shared Passion
The future is already here!                                      The SoLoMo web is  Destroying Disruptionas an effective a...
Your story             Consumers
Tesco CEO Philip Clarke
The future is already here!                              Thanks for                              your time!               ...
The future is already here!                              Reputation Economy & Social Capital
The total reset of marketing, branding and media – are you ready for the future? (Gerd Leonhard)
The total reset of marketing, branding and media – are you ready for the future? (Gerd Leonhard)
The total reset of marketing, branding and media – are you ready for the future? (Gerd Leonhard)
The total reset of marketing, branding and media – are you ready for the future? (Gerd Leonhard)
The total reset of marketing, branding and media – are you ready for the future? (Gerd Leonhard)
The total reset of marketing, branding and media – are you ready for the future? (Gerd Leonhard)
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The total reset of marketing, branding and media – are you ready for the future? (Gerd Leonhard)

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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.

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The total reset of marketing, branding and media – are you ready for the future? (Gerd Leonhard)

  1. 1. Gerd Leonhard Futurist, Author, CEO TheFuturesAgency Basel, SwitzerlandTotal Reset -The Future of Media and Marketing
  2. 2. Welcome toThe future is already here! The Networked Society
  3. 3. Every screen is becoming someThe future is already here! kind of connected TV, Radio or Reader
  4. 4. Imagine 5 Billion connected devicesThe future is already here!
  5. 5. Welcome to The Networked Society... But Marketing is still largely centralized
  6. 6. The future is already here! A connected ‘consumer’ does notreally need most of what used to be called‘Advertising& Marketing’ #askgerd
  7. 7. The future is already here!
  8. 8. The future is already here!
  9. 9. The future is already here!
  10. 10. The future is already here!
  11. 11. Mobile ‘Marketing’ is... not.
  12. 12. On tomorrow’s smart phones, Telephony is just a feature tx Clay Shirky
  13. 13. How will people want to hear from you?
  14. 14. Broadcasters meet Broadbanders - huge opportunities for innovation!
  15. 15. With Television, our job was to consume...on Mobile Devices our ‘job’ is to engage:)
  16. 16. Re-Imagination is crucial
  17. 17. Next 3 years: SoLoMo Re-Imagination of...everything:) Source: Mary Meeker State of the Internet Report 2012 / KPCB
  18. 18. The future is already here! A mobile and multi-screen world
  19. 19. The future is already here! Business as usual is dead
  20. 20. Interaction Transaction Transaction
  21. 21. Try ‘finding the backdoor’
  22. 22. “Creativity is the residue of time wasted” *Albert Einstein Image via Flicrk/burningMan
  23. 23. The future is already here! Some time ago...:) The Social O.S.
  24. 24. t ing rke M a ia &M ed
  25. 25. The Internet is centering aroundThe future is already here! SoLoMo(VideoCloud)
  26. 26. The future is already here! The user is the •Marketing •Product •Content Image licensed from sevensheaven.nl
  27. 27. The future is already here! Hyper-Fragmentation:User behavior and preferences, UIsand devices, payment-readiness...
  28. 28. Practice Likeonomics
  29. 29. But there is such a thing as ‘too much’ :)
  30. 30. The future is already here! Explosion of disruptive technologies
  31. 31. Cloud- Futures !!
  32. 32. Coming soon: automatic, real-time translation
  33. 33. Multi-Platform | Channel Futures
  34. 34. The future is already here! New Interfaces | External Brains? Dr. Michio Kaku via Youtube
  35. 35. Google Facebook knows what we say - but GoogleFacebook knows what we think:)
  36. 36. The future is already here! Advertising☯ Content
  37. 37. ‘Tablet Commerce’ & Social Commerce
  38. 38. Distributed Media | Content Commerce |Users| Marketing | Advertising
  39. 39. The future is already here! Centralized De-Centralized
  40. 40. The future is already here! The Future of Media: real-time, P2P, distributed
  41. 41. Speed
  42. 42. The complete convergence ofThe future is already here! Internet and Television
  43. 43. SoLoMo: Yelling and Interruption is ...
  44. 44. Heads-Up: 75% of what Marketers are usedThe future is already here! to doing will not work on mobile devices ‘YeDiLi’ becomes SoLoMo Yell Disrupt Lie
  45. 45. Mobile means the End of Attention Monopolies (forpublishers) and the End of Disruption (for marketers)
  46. 46. Most mobile advertising will becomeContent - or be utterly useless
  47. 47. The future is already here! Open is the new ‘captive’
  48. 48. The importance of Shared Passion
  49. 49. The future is already here! The SoLoMo web is Destroying Disruptionas an effective and efficient advertising mechanism (adapted from a quote by Paul Adams / Think Outside In Blog)
  50. 50. Your story Consumers
  51. 51. Tesco CEO Philip Clarke
  52. 52. The future is already here! Thanks for your time! • gerdfuturist.com • thefuturesagency.com • gerdtube.com (video) • slideshare.net/gleonhard • Download: Futurist App D E S I G N :
  53. 53. The future is already here! Reputation Economy & Social Capital
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