Gerd Leonhard At Effie Athens June 11 Future Of Advertising Branding, and Marketing

Slideshow Transcript

1. Slide 1: www.mediafuturist.com Gerd Leonhard gerd@mediafuturist.com E ? U R www.mediafuturist.com U LT t C ou ab The Future hatof Communications, d w an ...Advertising and Branding - Presentation at Effie 2008 Athens June 11
2. Slide 2: www.mediafuturist.com !\"#$%&'()#* )+ ,%-./#*'%, ,\"(,%& ,\"0-+ )+ ,&1-%2#*'% 3-& ',#\"#.'% “In order to succeed, we must first believe that we can.” Nikos Kazantzakis “What we wish, that we readily believe” Demosthenes
3. Slide 3: www.mediafuturist.com Broadband in Greece is still slow... but gaining speed
4. Slide 4: www.mediafuturist.com The European Commission: “Broadband is a major Driver of the Economy”
5. Slide 5: www.mediafuturist.com Digital Media Sharing: We are only at the Beginning! The rest of this Iceberg will emerge much quicker than you may think $77 USD
6. Slide 6: www.mediafuturist.com But:
7. Slide 7: www.mediafuturist.com gleonhard
8. Slide 8: www.mediafuturist.com A real concern but one that will be solved: Privacy
9. Slide 9: www.mediafuturist.com Because the Future of Advertising is solidly dependent on getting real information from the Users- voluntarily
10. Slide 10: www.mediafuturist.com Imagine: You could find people that make a 95% match for your product or service, and that have agreed to pay attention They would be interested in hearing from you, and open to discussing your product or service They would tell others about your product and transport your message onward, on your behalf Markets could be Conversations!
11. Slide 11: www.mediafuturist.com When / how / why do YOU provide information about yourself?
12. Slide 12: www.mediafuturist.com But just ask the kids: they are connected. They share. They make content. They are Media.
13. Slide 13: www.mediafuturist.com We are heading into a Broadband Culture
14. Slide 14: Media... www.mediafuturist.com Narrowband Broadband Linear B Interactive O Monologs T Conversations Copyright H Usage Right Advertising will Ads = Content Professional Creators C User & ‘Usator’ Content O Pay with cash - Pay with attention E Push Marketing X Pull & Attract by Merit I S Own & restrict T Share
15. Slide 15: www.mediafuturist.com
16. Slide 16: www.mediafuturist.com The Marketer’s Mission: Getting Attention in totally new ways
17. Slide 17: www.mediafuturist.com First, let’s forget the word ‘Consumer’ • It’s a 2-way affair now! • Happy users will now do some of the marketing for you • Interested users now supply ideas for campaigns • Engaged users now provide images, videos, text, music... • Loyal users now want to have conversations with you • The Internet is finally becoming a ‘social’ and cultural web where Brands that influence Culture do better • In 2-3 years, there will be no more offline or online •The kids are now the Authorities!
18. Slide 18: www.mediafuturist.com 2nd: Re-define ‘Advertising’ • Offline and in traditional media, people are skipping and avoiding ads everywhere (TV); print ad reach is declining, radio stagnates • Online, people’s attention is very very hard to get (and getting worse) ~ the Attention Deficit Trend is a real challenge • The web is essentially forcing us to reinvent advertising • CPMs in social networks are still terrible (15 cents USD!!) • We must can come up with Ads that provide VALUE, RELEVANCE, CONTEXT • In some EU countries, Ads that disrupt and intrude won’t be around in 3 years
19. Slide 19: Remember this? www.mediafuturist.com It really didn’t take very long!
20. Slide 20: www.mediafuturist.com Increasingly more reasons to engage online: Is it easy to get on, and to use? Is my language spoken? Is there Content that I want (films, music, news)? Are there are People I want to meet? Are there are things I want to share? Can I feel ‘at home’? Do I have to be there because everyone else is? In 2007, 28% of Greek Internet users access the Web to visit museum-, library- or other knowledge-related content, 50% to download to free music, 37% to listen to radio / music, and 35% to search for information on cultural products or events. Culture
21. Slide 21: www.mediafuturist.com But... there are problems, too Privacy becomes almost impossible to maintain Data & Identity Theft become more common Continuous Partial Attention is becoming more common Culture changes as Digital Natives take over However: the potential evils of an Open Network - of ‘Too Much Freedom’ - will always pale beside those of a Closed, Controlled and Authoritarian Network
22. Slide 22: www.mediafuturist.com Is / Will be Was
23. Slide 23: Push Marketing is dying. www.mediafuturist.com Everything is converting Is / Will be to Pull. Was
24. Slide 24: The Users become content, too... www.mediafuturist.com
25. Slide 25: The story of JPG Magazine & 8020 Publishing www.mediafuturist.com Empowers its users and communities to participate in all aspects of the magazine!s content creation Blurrs the lines between professional and amateur What was once called “the Audience” has been invited to participate in and lend its expertise to the editorial process Virtually anyone can submit original content Once it's uploaded, visitors to the magazines' respective Web sites vote on each submission Editors then decide which submissions make it into the print version of the magazine Contributors who are published in the print edition get $100 and a free annual subscription Editors are more like curators than masters of a particular domain
26. Slide 26: www.mediafuturist.com Now, People will subscribe to People. And to Mass Media, too
27. Slide 27: www.mediafuturist.com
28. Slide 28: www.mediafuturist.com Keywords for mobile computing - and the new ‘Advertising’ that will go with it Feels ‘Like a Book’ Touch / Draw / Zoom UIs Always on (mashed access) OS / Software on the Network Very low power consumption Explosion in location-based services Technology becomes even more invisible
29. Slide 29: Henry Jenkins, director of the MIT Comparative Media Studies Program: \"In a www.mediafuturist.com hunting society, children [People] play with bows and arrows. In an information society, children [People] play with information.” Photo via http://flickr.com/photos/sherlock77/ Gathered by www.mediafuturist.com
30. Slide 30: Enable your children to www.mediafuturist.com play with information and media, and empower them to Co-Create and Share Culture.
31. Slide 31: www.mediafuturist.com
32. Slide 32: www.mediafuturist.com Media & Content is now in the Network - and so will Advertising
33. Slide 33: www.mediafuturist.com Social Networks: The new Radio +TV Friendster Facebook Myspace Cyworld Mixi QQ... are BROADCASTERS
34. Slide 34: www.mediafuturist.com But these ads will be nothing like we have seen before: In- Network, via Widgets and In-Application Advertising
35. Slide 35: www.mediafuturist.com Marketing 2.0: Listen - Broadcast - Pull 1 3 2
36. Slide 36: www.mediafuturist.com
37. Slide 37: www.mediafuturist.com Marketing means Broadcasting Brand Conversations - and the channels are changing very quickly
38. Slide 38: www.mediafuturist.com No more scarcity
39. Slide 39: www.mediafuturist.com Life at Google Speed
40. Slide 40: www.mediafuturist.com The amazing velocity of ‘user-engaged’ • Thirty-eight percent of the video streamed http://www.forbes.com/technology/forbes/2008/0616/050.html on the Web now comes from YouTube, according to ComScore • YouTube users will upload 600 years' worth of video this year. • An ad on the YouTube home page now costs $175,000 a day
41. Slide 41: www.mediafuturist.com ‘Google Juice’
42. Slide 42: Social Media www.mediafuturist.com
43. Slide 43: www.mediafuturist.com Imagine: an instant Micro Feed to the ‘People formerly known as Consumers’ twitter.com/gleonhard twitter.com/dailywisdoms
44. Slide 44: www.mediafuturist.com Total Control of your own Content, Brand and Services becoming less and less important - and is shifting to the Users (fka consumers) Control TRUST TRUST TRUST TRUST
45. Slide 45: The story of the New York Times www.mediafuturist.com
46. Slide 46: www.mediafuturist.com TRUST http://www.flickr.com/photos/cambodia4kidsorg/
47. Slide 47: New trust generators www.mediafuturist.com “The Swarm” + Friends / Family + Viral Stuff + Recommended People
48. Slide 48: www.mediafuturist.com Don’t wait
49. Slide 49: www.mediafuturist.com Some brands are quite late the ‘open’ party
50. Slide 50: www.mediafuturist.com Source: Don Tapscott Wikinomics Blog
51. Slide 51: www.mediafuturist.com When the pain gets big enough...
52. Slide 52: Marketing2.0 www.mediafuturist.com Authentic Personal Relevant Trustworthy Others Users & ‘Strangers Like Me’
53. Slide 53: www.mediafuturist.com In this world.... ...being different is crucial. Me
54. Slide 54: www.mediafuturist.com Attention In Return for Content
55. Slide 55: www.mediafuturist.com The key to the Future of Advertising Explicit Permission to use Attention Data & Clickstream-Data in return for Content (Media & Entertainment) and Services The new deal?
56. Slide 56: www.mediafuturist.com Advertising 1.0: interruptive out-of-context Monologs Images: Flickr kla 4067
57. Slide 57: www.mediafuturist.com Advertising 2.0: meaningful conversational content Images: Flickr kla 4067