Creating value with Content: the Future Of Marketing & Advertising, by Gerd Leonhard Sydney 8-18-2009

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 ★ facebook: gleonhard ★ more presentations at www.mediafuturist.com

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Creating value with Content: the Future Of Marketing & Advertising, by Gerd Leonhard Sydney 8-18-2009

by Gerd Leonhard on Aug 18, 2009

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Creating value with Content: the Future Of Marketing & Advertising, by Gerd Leonhard Sydney 8-18-2009 — Presentation Transcript