The Future Of Advertising, Marketing and Media Gerd Leonhard in London

Gerd Leonhard Media Futurist The Future of Advertising, Marketing & Media - the next 5 years London, November 11, 2008 Gerd Leonhard www.mediafuturist.com ‣ Futurist ‣ Strategist ‣ Author

Gerd Leonhard Media Futurist It’s not about Technology Emerging cultural practices

Gerd Leonhard Media Futurist It’s about PEOPLE Brands Content Media Source: Flickr hillarylmrore

Gerd Leonhard Media Futurist A reflection...

Gerd Leonhard Media Futurist Marketing is Cultural Matchmaking http://www.flickr.com/photos/bip/

Gerd Leonhard Media Futurist

Br o a d b a n d C u l tu r e Gerd Leonhard Media Futurist

Gerd Leonhard Media Futurist Broadband access will soon be...free

Gerd Leonhard Media Futurist Some devices will soon ‘feel like ‘free’

Gerd Leonhard Media Futurist Truly connected ... what’s the big deal? We decide who gets to market to us We value trust more than anything We actually collaborate We sell our Attention Data becomes enormously valuable Collaborate or Die

Gerd Leonhard Media Futurist Looking up to... ourselves... each other

Gerd Leonhard Media Futurist The Future: drastic role changes

Gerd Leonhard Media Futurist The Future: more and more fragmentation.. and Aggregation Agency 2.0

Gerd Leonhard Media Futurist Once technology becomes dead-simple...

The next dead-easies Gerd Leonhard Media Futurist

Gerd Leonhard Media Futurist Expect big changes when that happens

Gerd Leonhard Media Futurist This makes music industry changes look like a minor nuisance

Gerd Leonhard Media Futurist The Future of Books & Print

Gerd Leonhard Media Futurist Some stuff you may want to know about... ★ The cashless society (e-money, mobile cash) ★ Mashed Access Networks ★ New display technologies and mobile projection ★ Device morphing ★ Fuel cells and other new battery technologies ★ ePaper / the digital book ★ Frappers / 3D Printing ★ The rise of Multi-Touch Technologies ★ Decentralization, Social Production & Crowdsourcing ★ Time, location, device shifting is expected everywhere ★ ‘Mobile Me’ becomes default: mobile = life depository ★ Smart Clothing ★ Cloud Computing ★ The Internet of Things

The Internet of Things Gerd Leonhard Media Futurist

Gerd Leonhard Media Futurist Content: UGC is a MAJOR force

Good news for you: Gerd Leonhard Media Futurist Finding and being Found is what matters

Gerd Leonhard Media Futurist Searching & finding goes social

Gerd Leonhard Media Futurist A central part of many future campaigns

Gerd Leonhard Media Futurist Sharing Economy Logic Share the Output (i.e. publish, re- mix, PFE, life-stream...) Share Input (i.e. remuneration in cash, attention, reputation...) Share the Thruput (i.e. usage data... meta content... attention trails...)

Gerd Leonhard Media Futurist Service Creators Product Creators Content Creators Content Users Co-Creation

Gerd Leonhard Media Futurist Image via flickr.com/photos/spursfan_ace/ People now pay more to express themselves, and less to consume

Gerd Leonhard Media Futurist People used to pay for Content - Now they pay for Meta Content

Gerd Leonhard Media Futurist Users = = Users

Gerd Leonhard Media Futurist Advertising = <=> Users

Gerd Leonhard Media Futurist A side effect of Broadband Culture An increasing number of people are now looking to contribute, to connect, to do something truly meaningful Money

Gerd Leonhard Media Futurist In the sharing economy money can be poisonous

Gerd Leonhard Media Futurist This is over

Gerd Leonhard Media Futurist Moving from take-down to permission

Gerd Leonhard Media Futurist “Trustol” - or death

Gerd Leonhard Media Futurist The Future of Content: Attention-based Income Explodes Copy Based Revenues Attention Based Revenues 10.0 7.5 5.0 2.5 Was 0 Is Soon Near Future Mid-term Future

Gerd Leonhard Media Futurist Together, Broadband Culture and Mobility will re-define how we think about: • Privacy • Authority • Ownership / Copyright • ‘Selling’ (and Marketing) • Production Requirements • Work • Education

Gerd Leonhard Media Futurist Massive Disruption... + - ? Production Competition Authority Copyright Ownership Control ‘Developing’ Countries ‘Developed’ Countries Empowered Individuals Incumbent Companies Professional Amateurs Authorized Professionals

Gerd Leonhard Media Futurist Crowd + Cloud = The Future

Gerd Leonhard Media Futurist Advertising, Take 2 Trust Rewards Value Relevance Permission

Gerd Leonhard Media Futurist The Open - Closed Challenge Closed Open Orderly Chaotic Safe Untested

Gerd Leonhard Media Futurist It’s all in the Mix and in the timing Orderly Untested Open Closed Chaotic Safe

Gerd Leonhard Media Futurist Thanks for listening! ★ email me at gerd@mediafuturist.com ★ twitter: gleonhard ★ facebook: gleonhard ★ more presentations at www.mediafuturist.com ★ lifestream at www.gerdstream.com

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The Future Of Advertising, Marketing and Media Gerd Leonhard in London

by Gerd Leonhard on Nov 12, 2008

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The Future Of Advertising, Marketing and Media Gerd Leonhard in London — Presentation Transcript