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Gerd Leonhard - 'The changing face of media - Emerging technology' series from Canvas8

Gerd Leonhard - 'The changing face of media - Emerging technology' series from Canvas8

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Gerd Leonhard presents Emerging Technology @ Canvas8 Presentation Transcript

  • 1. The Changing Face of Media & Branding How can brands best use technology? ‣ Futurist ‣ Strategist ‣ Author & Blogger www.mediafuturist.com twitter.com/gleonhard
  • 2. 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
  • 3. Is your Branding / Marketing / Advertising based on a Connected World or is it still based on disconnected ‘Consumers’?
  • 4. From Microsoft’s OfficeLab 2019 Montage
  • 5. Broadband C u l tu r e
  • 6. Connected people ‘consume’ differently
  • 7. The ‘connected consumer’ challenge 100 100 50 50 10 5 Was Is Will Be Time Choices
  • 8. Maybe we only needed traditional Advertising & Marketing because we were Not Connected
  • 9. A Mobile, Always-on, Connected Culture
  • 10. Dead & gone: one-way communications from a non-trusted source Source: Flickr.com-trustrocks
  • 11. People responding to Interruptions soon will be... Fantasy. The only way forward is Engagement
  • 12. 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
  • 13. Trust Trends Source: DDB
  • 14. What can we learn from this?
  • 15. Trust Attraction (Magnetism) Openness
  • 16. 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
  • 17. The switch from Closed to Open: Software
  • 18. The switch from Closed to Open: News Media
  • 19. Remember...?
  • 20. Push Objects Pull Objects
  • 21. Control 2.0 is...Trust From protecting the brand to projecting the brand. But Interruption only costs Money Engagement costs Control
  • 22. Do we really have a choice but to trust?
  • 23. So cia lB us in es s
  • 24. Following: The new Marketing Paradigm
  • 25. So then...what is Advertising? Attention Transfer
  • 26. Welcome to the Real-Time Web!
  • 27. The ‘Realtime Web’ Opportunity Here Now Personal Relevant Recommended
  • 28. Imagine...Web-Native Brands
  • 29. So where are the $$ in all of this...?
  • 30. REVENUE Expect radical habit changes when the technology actually works
  • 31. How long does it take for real behavior changes?
  • 32. Radio TV Phone Library Message-Center NewsReader Game-Pad Image Viewer Wallet
  • 33. New UIs>> New $$$ sources Attention Kernels Digital Breadcrumbs Mouse Exhaust Click-Trails
  • 34. And on the other end of the spectrum...
  • 35. Thanks for listening! ★ email me at gerd@mediafuturist.com ★ twitter.com/gleonhard ★ facebook: gleonhard ★ more presentations at www.mediafuturist.com