Forces Shaping
The Web.
October 2013
We don’t believe in
digital marketing.
We believe in
marketing in a
digital world.
Clive Sirkin, CMO of Kimberly-Clark
There are
7 billion humans
on this planet.
The rate of disruption
and the pace of innovation.

2010: 66% of all media digital
2020: 80% of all media digital
Three forces shaping our world.
The next 2 billion online will be mobile.
More people have access to mobile phones than toothbrushes or toilets.
The attention economy requires
a shift in thinking.
From interruption to engagement.
Stop interrupting what people are
int...
Rules of engagement: entertain or fail.
Make the brand a believable character in the
story (not an afterthought)

{

find ...
Era of Extreme
R E L E VA N C E

The cost for intelligent collaboration
effectively falls to zero resulting
in frictionles...
privacy vs identity
augmented reality
gamification
collaboration
payments

3D printing

Forces shaping
the web.
open source...
Think platform. Think app-store
economy. Turn mobile towards
Image recognition leads to product
and price transparency. Hmm?
Google’s vision for Project Glass.
TRUE CONVERGENCE meets WEARABLES
AR/ARG’s can lead to engagement
and value-added experiences.
AR + ecommerce =
potential disruption.

Everything will be sold online.
Everything.
16

More value-added | less self-referential.

~ frictionless ~
Applying game theory.
Consider crowdsourcing to make big
problems small and mundane tasks fun.
Internet of Things.
Putting it all together: internet of things,
gamification, big data ...
1.95B NFC enabled devices
expected by 2017.

19% of North American retailers plan
NFC for payments and loyalty in 2012.

9...
NFC = less friction.
what’s next?
forces shaping consumers

Welcome to the BotCave - where Star Trek
sensibility meets Maker Culture.

Could th...
Privacy meets extreme identity.
Creating a vision for the future.
A - examine a real-world problem
B - Imagine a world without that problem
C - Vision = c...
thank you
Mike Lundgren
mLundgren@VML.com
@MGLundgren
Instructor / Author.
Mike joined VML in 2005 as Director of
Innovation Strategy.  With 25 years of
high-tech management, m...
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Digital Pulse Conference: Forces Shaping The Web

  1. 1. Forces Shaping The Web. October 2013
  2. 2. We don’t believe in digital marketing. We believe in marketing in a digital world. Clive Sirkin, CMO of Kimberly-Clark
  3. 3. There are 7 billion humans on this planet.
  4. 4. The rate of disruption and the pace of innovation. 2010: 66% of all media digital 2020: 80% of all media digital
  5. 5. Three forces shaping our world.
  6. 6. The next 2 billion online will be mobile. More people have access to mobile phones than toothbrushes or toilets.
  7. 7. The attention economy requires a shift in thinking. From interruption to engagement. Stop interrupting what people are interested in and become what they are interested in.
  8. 8. Rules of engagement: entertain or fail. Make the brand a believable character in the story (not an afterthought) { find the sweet spot The right mixture engages as it informs. It shifts with product, target, methods and where you are in the sales funnel. BRAND ENTERTAINMENT [Pure brand information is boring and doesn’t engage.] [Pure entertainment communicates nothing about the brand.]
  9. 9. Era of Extreme R E L E VA N C E The cost for intelligent collaboration effectively falls to zero resulting in frictionless experiences.
  10. 10. privacy vs identity augmented reality gamification collaboration payments 3D printing Forces shaping the web. open source internet of things mobility convergence crowdsourcing big data NFC
  11. 11. Think platform. Think app-store economy. Turn mobile towards
  12. 12. Image recognition leads to product and price transparency. Hmm?
  13. 13. Google’s vision for Project Glass. TRUE CONVERGENCE meets WEARABLES
  14. 14. AR/ARG’s can lead to engagement and value-added experiences.
  15. 15. AR + ecommerce = potential disruption. Everything will be sold online. Everything.
  16. 16. 16 More value-added | less self-referential. ~ frictionless ~
  17. 17. Applying game theory.
  18. 18. Consider crowdsourcing to make big problems small and mundane tasks fun.
  19. 19. Internet of Things.
  20. 20. Putting it all together: internet of things, gamification, big data ...
  21. 21. 1.95B NFC enabled devices expected by 2017. 19% of North American retailers plan NFC for payments and loyalty in 2012. 9 of the top 10 OEM’s support NFC. Only 27M active handsets.
  22. 22. NFC = less friction.
  23. 23. what’s next? forces shaping consumers Welcome to the BotCave - where Star Trek sensibility meets Maker Culture. Could the Replicator usher in a revolution akin to desktop publishing? Investors include Bezos.
  24. 24. Privacy meets extreme identity.
  25. 25. Creating a vision for the future. A - examine a real-world problem B - Imagine a world without that problem C - Vision = closing gap between A and B It’s about facilitating human nature and frictionless interactions.
  26. 26. thank you Mike Lundgren mLundgren@VML.com @MGLundgren
  27. 27. Instructor / Author. Mike joined VML in 2005 as Director of Innovation Strategy.  With 25 years of high-tech management, marketing and product development experience, he has served clients as varied as Microsoft, Dell, Ford, Vanguard and Colgate — providing insights and thought leadership on emerging trends and disruptive technologies and innovation. Mike Lundgren Partner, Director of Innovation Strategy mLundgren@VML.com Mike is also the author of the comprehensive Digital Acceleration training curriculum — commissioned by WPP for the executive leadership of its network of more than 300 operating companies. Digital Acceleration is a marketer’s Web 2.0 survival guide, providing an immersive hands-on understanding of social media and the shifting channels of brand engagement. Before joining VML, Mike worked for GE, Apple and Iomega, and he has served as an independent consultant for entertainment and technology companies and multiplatinum recording artists. While at Iomega, Mike served as the General Manager of Iomega’s awardwinning Mobile Storage Division.  During his nearly nine years with Apple, Mike held various marketing positions, including Worldwide Director of Sales and Market Development for the Newton Solutions Group. Mike is the curator of TEDxKC, a patent-holder in the area of ecommerce and digital rights management, and a graduate of Missouri State University.

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