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

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

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A PDF of my presentation at TribalDDB London, discussing the next 3-5 years in Advertising, Media, Marketing, Business.. . Life ;)

A PDF of my presentation at TribalDDB London, discussing the next 3-5 years in Advertising, Media, Marketing, Business.. . Life ;)

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

    • 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