The Changing Face of Media & Branding
How can brands best use technology?
‣ Futurist
‣ Strategist
‣ Author & Blogger
www.mediafuturist.com
twitter.com/gleonhard

What I do:
‣ Understand
‣ Ideate Clients such as IBM, Google,
Nokia, DDB, Sony BMG, Orange /
‣ Ignite France Telecom, BBC, ITV, RTL,
The European Commission,
www.mediafuturist.com TribalDDB, Omnicom, Siemens...
twitter.com/gleonhard

Is your Branding / Marketing / Advertising
based on a Connected World or is it still
based on disconnected ‘Consumers’?

From Microsoft’s OfficeLab 2019 Montage

Broadband
C u l tu r e

Connected people ‘consume’ differently

The ‘connected consumer’ challenge
100 100
50
50
10
5
Was Is Will Be
Time
Choices

Maybe we only needed
traditional Advertising &
Marketing because
we were
Not
Connected

A Mobile, Always-on,
Connected Culture

Dead & gone: one-way communications
from a non-trusted source
Source: Flickr.com-trustrocks

People responding to Interruptions
soon will be... Fantasy.
The only way forward is Engagement

Economic Crisis
Broadband Culture
Global Trust
Mobility Shift
• This recession is not cyclical - it is generating vast
structural changes: what was before is not coming back!
• Social Media & Social Content inevitably brings
us Social Business
• We are moving from trusting companies, brands,
government... to trusting ‘People like Me’ i.e.
trusting who & what is in My Network

Trust Trends
Source: DDB

What can we learn
from this?

Trust
Attraction (Magnetism)
Openness

The essential choice we all face:
Openness versus Control Jeff Jarvis
In a connected world,
Openness is a decisive virtue
The Degree of Openness and
your Revenue Growth Rate will
be directly related

The switch from Closed to Open: Software

The switch from Closed to Open: News Media

Remember...?

Push Objects Pull Objects

Control 2.0 is...Trust
From protecting the brand to
projecting the brand.
But
Interruption only costs Money
Engagement costs Control

Do we really have a choice but to trust?

So
cia
lB
us
in
es
s

Following: The new Marketing Paradigm

So then...what is Advertising?
Attention
Transfer

Welcome to the Real-Time Web!

The ‘Realtime Web’ Opportunity
Here
Now Personal
Relevant
Recommended

Imagine...Web-Native Brands

So where are the $$ in all of this...?

REVENUE
Expect radical habit changes when
the technology actually works

How long does it
take for real
behavior
changes?

Radio TV Phone Library Message-Center
NewsReader Game-Pad Image Viewer Wallet

New UIs>> New $$$ sources
Attention Kernels
Digital Breadcrumbs
Mouse Exhaust
Click-Trails

And on the other end of the spectrum...

Thanks for listening!
★ email me at gerd@mediafuturist.com
★ twitter.com/gleonhard
★ facebook: gleonhard
★ more presentations at
www.mediafuturist.com