The Changing Face of Media & Branding
How can Brands best use Technology?
‣ Futurist
‣ Strategist
‣ Author & Blogger
www.mediafuturist.com
twitter.com/gleonhard

Is your Branding / Marketing / Advertising
based on a Connected World or is it still
based on disconnected ‘consumers’?

Broadband
C u l tu r e

Connected people ‘consume’ differently

The ‘connected consumer’ challenge
100 100
50
50
10
5
Was Is Will Be
Time
Choices

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

A Mobile, Always-on,
Connected Culture

Dead & gone: one-way communications
from a non-trusted source
Source: Flickr.com-trustrocks

Economic Crisis
Broadband Culture
Global Trust
Mobility Shift
• This recession is not cyclical - it is generating vast
structural changes: what was before is not coming back!
• Social Media & Social Content inevitably brings
us Social Business
• We are moving from trusting companies,
brands, government... to trusting ‘People like
Me’ i.e. trusting who & what is in My Network

Trust Trends
Source: DDB

What can we learn from this?

Trust
Attraction (Magnetism)
Openness

The essential choice we all face:
Openness versus Control
In a connected world,
Openness is a decisive virtue
The Degree of Openness and
your Revenue Growth Rate will
be directly related

The switch from Closed to Open: Software

The switch from Closed to Open: News Media

Remember...?

Now...

Push Objects Pull Objects

Control 2.0 is...Trust
From protecting the brand to
projecting the brand.
But
Interruption only costs Money
Engagement costs Control

Do we really have a choice but to trust?

So
cia
lB
us
in
es
s

Following: The new Marketing Paradigm

What is Marketing?
Attention
Transfer

New kinds of Brand Narratives...

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

The ‘Realtime Web’ Opportunity
Here
Now Personal
Relevant
Recommended

Imagine...Web-Native Brands

REVENUE
Expect radical habit changes when
the technology actually works

How long will it
take for real
behavior
changes?

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

New $$$ streams
Attention Kernels
Digital Breadcrumbs
Mouse Exhaust
Click-Trails

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