Gerd Leonhard presents Emerging Technology @ Canvas8

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Gerd Leonhard - 'The changing face of media - Emerging technology' series from Canvas8

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Gerd Leonhard presents Emerging Technology @ Canvas8

  1. 1. The Changing Face of Media & Branding How can brands best use technology? ‣ Futurist ‣ Strategist ‣ Author & Blogger www.mediafuturist.com twitter.com/gleonhard
  2. 2. What I do: ‣ Understand ‣ Ideate Clients such as IBM, Google, Nokia, DDB, Sony BMG, Orange / ‣ Ignite France Telecom, BBC, ITV, RTL, The European Commission, www.mediafuturist.com TribalDDB, Omnicom, Siemens... twitter.com/gleonhard
  3. 3. Is your Branding / Marketing / Advertising based on a Connected World or is it still based on disconnected ‘Consumers’?
  4. 4. From Microsoft’s OfficeLab 2019 Montage
  5. 5. Broadband C u l tu r e
  6. 6. Connected people ‘consume’ differently
  7. 7. The ‘connected consumer’ challenge 100 100 50 50 10 5 Was Is Will Be Time Choices
  8. 8. Maybe we only needed traditional Advertising & Marketing because we were Not Connected
  9. 9. A Mobile, Always-on, Connected Culture
  10. 10. Dead & gone: one-way communications from a non-trusted source Source: Flickr.com-trustrocks
  11. 11. People responding to Interruptions soon will be... Fantasy. The only way forward is Engagement
  12. 12. 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
  13. 13. Trust Trends Source: DDB
  14. 14. What can we learn from this?
  15. 15. Trust Attraction (Magnetism) Openness
  16. 16. The essential choice we all face: Openness versus Control Jeff Jarvis In a connected world, Openness is a decisive virtue The Degree of Openness and your Revenue Growth Rate will be directly related
  17. 17. The switch from Closed to Open: Software
  18. 18. The switch from Closed to Open: News Media
  19. 19. Remember...?
  20. 20. Push Objects Pull Objects
  21. 21. Control 2.0 is...Trust From protecting the brand to projecting the brand. But Interruption only costs Money Engagement costs Control
  22. 22. Do we really have a choice but to trust?
  23. 23. So cia lB us in es s
  24. 24. Following: The new Marketing Paradigm
  25. 25. So then...what is Advertising? Attention Transfer
  26. 26. Welcome to the Real-Time Web!
  27. 27. The ‘Realtime Web’ Opportunity Here Now Personal Relevant Recommended
  28. 28. Imagine...Web-Native Brands
  29. 29. So where are the $$ in all of this...?
  30. 30. REVENUE Expect radical habit changes when the technology actually works
  31. 31. How long does it take for real behavior changes?
  32. 32. Radio TV Phone Library Message-Center NewsReader Game-Pad Image Viewer Wallet
  33. 33. New UIs>> New $$$ sources Attention Kernels Digital Breadcrumbs Mouse Exhaust Click-Trails
  34. 34. And on the other end of the spectrum...
  35. 35. Thanks for listening! ★ email me at gerd@mediafuturist.com ★ twitter.com/gleonhard ★ facebook: gleonhard ★ more presentations at www.mediafuturist.com

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