The Future of Marketing in a Broadband Culture (FoDM Conference London)

Broadband Culture (R)evolutions: Digital marketing Foresights and Future Scenarios www.mediafuturist.com www.twitter.com/gleonhard

Until now, we were just tuning up... Expect 30+% of all Advertising to shift to digital, interactive, mobile, social, video, in the next 2-3 years

Do we still need “Advertising” once we are all connected?

Everyone connected: the other 3 Billion are coming!

“Not necessarily harmony, peace and quiet, but huge involvement in everybody else’s affairs” Marshall McLuhan

Everyone. Everywhere. Anytime.

Complete Net/Mobile <> MeatSpace Convergence

But this is not about technology Source: Slideshare.net

Networked Business: exploding

Connectivity + Mobile + Social is changing the very definition of Marketing and Commerce Youtube.com/user/ScholzundFriends

Image licensed from sevensheaven.nl

Watering Cans <••> Sprinkler-Systems

Distributed Commerce - Social Commerce

Distributed & De-centralized: Stories Production | Creation | R&D Marketing Distribution Selling Public Relations Communication

Examples: Distributed Marketing

Links are the Currency Soon, brands are either networked, or invisible i.e....ignored.

The future is not linear but organic

The future: permanent betas

Data is the new Oil Image licensed from sevensheaven.nl

2 clear mid- to long-term trends: In Commerce, the importance of many physical things will decline - and almost anything ‘digital’ will grow In Media, anyone providing only ‘copies’ will also decline in importance; anything that provides context, relevance and ‘real experiences’ will grow

We can no longer talk about Marketing without talking about Privacy Image licensed from sevensheaven.nl

On cable, the Networks ruled

In a Broadband World, the Users - and their Amplifiers - rule *

Whatever you are selling, you are in the Audience Business

B an ds r become Connectors - Leaders not just ‘Directors’

The End of Noise | Interruption | Lies

Filters will matter more than ever!

Engaged. Mobile. Social. Emotional

WithVertising ThruVertising ContVertising MeVertising

Future of Marketing: Keywords When I’m out and about With(in) my tribe Strangers & people like me At the right time, always With complete transparency Under my exclusive control Because I (do / don’t) trust u

The Future of Selling: Involving the Users

Making personal connections... being part of a tribe....

The Future of Selling: Giving something...?

Meet my most successful Marketing Partners

Summary

Thanks for your attention! email me at gerd@mediafuturist.com Twitter: gleonhard Facebook: gleonhard LinkedIn: gleonhard

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The Future of Marketing in a Broadband Culture (FoDM Conference London)

by Gerd Leonhard on Jun 16, 2010

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The Future of Marketing in a Broadband Culture (FoDM Conference London) — Presentation Transcript