Content 2.0 and the Future of
Marketing & Advertising
‣ Futurist
‣ Strategist
‣ Author & Blogger
www.mediafuturist.com
twitter.com/gleonhard

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

Get ready for...

Image via: kk.org

Like the printing press 600 years ago...

=
+ +

Connected people ‘consume’ differently

It used to be: Dominate and win!

Basically... our world has been pretty much top-down until now

....until now

The TV Generation The Net Generation
Reaching Millions of Reaching the perfect
People at the same 100 people that each
time - with the same reach 100 people
content or message that each reach 100
or... advertisement people...

•“Empowering People” i.e. the consumers i.e. the
users is the winning theme everywhere
• API Culture is booming: “Build yours with mine”
• A lot of what used to cost money is becoming
‘free’ (eMail, phone calls, news, games, music...)
• Sharing explodes
• Interruption-Marketing becomes ‘Mission Impossible’
• Captive audiences are are thing of the past

Connected people ‘consume’ .... Not;)
The Link Economy
C ulture of Participation
Meritocracy
Real-Time Everything
Sh aring is the key driver

Advertising is Content -
We can't think of ads as
separate ‘stuff’ any more.
The captive audiences are
vanishing - so who do we
desire to interrupt?

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

And we will have to get used to monetary
value being derived in many new forms!
IBM

Self Publishing (Expression...?) on Steroids

Location Location Location

Real-Time is becoming crucial
• Don’t memorize - find!
• Find: when and where you need
it - not before
• Location and Timing
• Augmented Realtime Data
• Cloud services: links not storage!

Social search and peer navigation

And yes, everyone everywhere will be...
Marketing will be sourced this way, too

We are in
the midst of
re-defining:

People subscribe to People
Source: iStockphoto.com

The biggest opportunities are
in connecting the
Cloud with the
Crowd

•Control is no longer really
feasible, and is quickly being
replaced with Trust
•Data is the new Oil
•Privacy is the next major issue
Command & Control
is becoming
Coordinate & Cultivate
*Thomas Malone “The Future of Work”

(Trans)Action
Data Usage Engagement
Attention
Conversations
Content

= Content
= Advertising

Push Objects Pull Objects

“I need to get my message
out to as many people as
possible, as quickly as
possible”
“I need to have
conversations with my
community, make my product
as attractive as possible, and
set it free as much as
possible

Was...

Will be

Great User Interface & User
Experience changes everything

The Mobile Use *fka
‘Consumption’ of Digital
Goods is the #1
growth story of the
next decade

My Keywords for mobile communications -
and the new ‘Advertising’ that will go with it
• Devices feel like ...books
• Touch / Draw / Zoom UIs and UXs
• Always-on, 4 sure (mashed access)
• OS / Software on the network
• Very low power consumption
• Explosion in location-based services
• Technology becomes even more
invisible

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

So will people read like this?
2012 Book
Publishing Revenues:
$43 Billion in U.S. (BISG)
$120 Billion Global (est)

It used to be...
Premium
“Option”
“Extra”
Default

Soon...
The New
Premium
Default
Standard
The new
‘Normal’

If Access replaces Ownership as Default...

Experience
Embodiment
Access

How will access to content be paid for?
Paid by 3rd Parties
Flat-Rates
Bundles
Access

New Content in the content industries:
A crucial shift Industry Generatives
• Content ‘Pre-Web’: Presenting -
and selling - professionally
produced Content
• Content ‘Web-Native’:
Presenting - and selling -
Context, People, Relevance,
Packaging, Timeliness - and
all types of Content!

But beware...

The ‘new’ $$$
Attention Kernels
Digital Breadcrumbs
Mouse Exhaust
Click-Trails

Attention
Transfer

Imagine this scenario:
• Your location is tracked (if and when activated)
• Your click-trails are shared (with some, sometimes)
• Your opt-ins are 100% voluntary, intentional, deep, real
• Your ratings, ‘likes’ and recommendations are available
• Your network of peers is available at certain times
The new, old deal:
Free content in return for your data,
your attention, your engagement.

Great for us as Users fka Consumers
Not so great for the creators?

But what are we actually paying for...?

Some answers to the ‘Free’ Challenge
Source: Chris Anderson, Wired

Freemium and New Generatives: Pandora
Convenience Premium Experience
Personalization ‘Paying for Privacy’
Packaging Convenience

The Future of Content
Open
Mobile
Connected
Collaborative
Interdependent

It’s hard to ‘own’ a copy now but
You can own the
Context, the Meaning,
the Relevance, the
Experience, the
Embodiment, the
Timing...

A key opportunity for trusted parties

The new Marketing Paradigm

Interruption costs Money
Engagement costs Control

Summary

Thanks for watching!
★ email me at gerd@mediafuturist.com
★ twitter.com/gleonhard
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