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Old Logic

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“The best way to
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Alan Kay
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The future of marketing, advertising and the Internet: Futurist Speaker Gerd Leonhard

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A collection of themes and memes from my most recent keynotes on marketing, branding, advertising and the internet, see http://www.gerdtube.com for videos and http://www.gerd.io for all other links

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  • I know I'm repeating myself but each and every presentation, talk, all your stuff is just mind boggling and I love it. You're a great inspiration for me and my work :-) thanks!
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The future of marketing, advertising and the Internet: Futurist Speaker Gerd Leonhard

  1. 1. Digital transformation in every segment of our society. .. U. S. eBook Sales to Surpass Printed Book Sales in 2017 Consumer book sales In the United States from 2008 to 2017 (In bullion U_S. dollars) 20 I Print and audiobooks I eBooks 15 10 0 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 statista 5 69 (D (9 The Slatrstrcs F'ovta1 @Sla(| staCharts Source PwC mum: @gieonlunt
  2. 2. We heard it all before. .. but now it’s getting _real: ) in. W: .111 I K H I I In
  3. 3. Broadcasting G Broadbanding
  4. 4. Interface (r)evolutions: re-setting human-machine interactions Speak now
  5. 5. Online 0 Offline Digital Physical Broadcast Broadband Advertisin content Product 0 Purpose ! ! Human 0 Machine ? ?
  6. 6. -:4 L Aarld Screns. Always- ‘On. Hyper-Mobile. Social. Low gent. Networked. aw *1 . u
  7. 7. Information Al ; 'lMi: <a: ‘lru Software Machines Smart Agents Robots Interfaces
  8. 8. Ans you will ion. Apia ichlevnmonls Real Rewards. : " ' —v«.
  9. 9. Yes, the money always follows the eyeballs a *IIenry Blodget Contribution to global growth in adspend by medium 2012-2015 (US$m) Internet 47,611 Television Outdoor 5,511 i§2i££; '2’B: :i. ’fo’; f°°““‘“i“gme““’ 24% Radio 2,554 2° 16 Cinema 11 Magazines -3,535 7 Newspapers -7,116 3 2010 Z011 Z012 2013 2014 Source: Zenith0ptimedia ~ ~ * ~ ’ 1
  10. 10. Paid Media caratndt Owned Media Traditional Ads on en Corporate Content Converged Media Sponsored Brands that Customer ask for shared Press Coverage Earned Media Organic
  11. 11. consumer empowerment and hyper-efficiency “Banking is essential. Banks are not” $€ANDAL Bill Gates “According to a study from Accenture, 35 percent of the market share for North American '" ” ’ banks is at stake by 2020. As much as 15 percent of bank revenue could shift to online-only banking. The other 20 percent could go to retailers. ..” YO BANK |5 SECRITLY OVIRCNARGING YOU INTERNATIONAL HONEY TRANSFERS 7‘_"Trar15fClW/ V159 Transferwisemn
  12. 12. s eating the world” *Marc Anereessen -"fl. .,. ~~ 7 ‘rm it .2 he . , , at 2. .4: . . *1, r. .i. ‘w. .:_ . , , , , - K l ’ ‘/ The car for people who don't want one.
  13. 13. ‘A . II: clI>‘lC : 97;“§l~1l §tl'iV; ‘I= l|>‘|3 4 55 ‘_, _‘ As we move further into the digital age. we're starting to both rear and resent technology, trotting about what's been lost In our embrace of unprecedented change. We'll put a higher value on all things that feel essentially human arid seriously question Iwnile not entirely resisting! technology's siren call r{~_i~. f:: ,-§£30; 0;‘; 1' itv lhltlllllhlad mammary. “
  14. 14. Finding, reviewing, analysing everything using ‘intelligent agents’ is a game-changer
  15. 15. search: from questions to answers to anticipation “The biggest thing will be artificial intelligence, ” Eric Schmidt said at Oasis: The Montgomery Summit. “Technology is evolving from asking a question to making a relevant recommendation. It will figure out things you care about and make recommendations. That’s possible with today's technology. ” liltjxl/ www. hhhhhh sswee mmmmmmmmmmmmm igoo ----------------- bots-bee ooooo -umIIipres£: i1|- ------- way = .>-5' . ~ - _ , .~ -”“’~‘: . - ‘ _ ninth . ’ ‘. ,, ' I 'v
  16. 16. Search will incorporate sing, feeling, h aring, touching. .. and soon, thinking. .. or 22/ 7,7‘ , I . t ;
  17. 17. Fragmentation of I. ~ 1 I will translate into more customisation Example: newspapers and publishing Value creation in a post—channeI media world Actionable L°°" Tlmellness lmesugame Relevance 1 Novelty If Serendipity FE‘p_. p,_, , N Context ’ S"_l. ‘.: ‘ A99'°9°"°" Originality Personalization Insight INTERFACES Flltorlng 1: A, ... .,, s.s opinion 1hngibiIity Synthesis COfl1DLl. cl' Visualization Community Design Brand R Aesthetic - ‘ c"rat'°" | den[| [y . Ease of use . Q . Fug-"pig pu-gtpg - Modla stiraecgy _ “ ’. - nos: - Emmpnnou EX IIATI N - Thought! lfiadorsli-no cone-nit nun. »-a u. .a- . c.-. u.- Coconut- ! . K, ,,, _,. . “W rrrw RK - Scenario pianning A. ..-. .u. ..s. ..u—. zs-9.. .. L‘: r:: L‘. v.I't: z5da135«on. : clfil w——. filh-Icxploramionmal
  18. 18. consumer marketin: avoid machine-thinking YOU HAVE NO FRIENDS. NO FOLLOUJERS, AND NO SOCIAL INFLUENCE WHATSOEVER. YOUR ENGINEERING EXPERIENCE LOOKS GREAT, BUT YOUR SOCIAL MEDIA SCORE IS NEARLY ZERO. BECAUSE NO. I'M I FOCUS PRETTY ON MY SURE NORK! YOU'RE n-men com nuoencanoanmmma-I cam , 3 2113 cam sconAa. m., n.c '0-vx I>Vll'vvI¥U<KI §
  19. 19. Big nala is defined as llle exponential growlh at data in regards lo: . .,. .u. w4,l. ..ru. ..tmi4 4
  20. 20. ‘Marketing’ will change compeiey because of cultural changes caused by multiple, exponential technologies , ; :l, «,-~ll . ,', a_ I, » ,5-. : ' _, ( . .. « x / /V . ».. -— H - ~ 1» =3’ awn» >5’ . .—-— 9* .5 ~_/ 3- 3 RF” - _. )_. rV , _ i. ,/ - I‘: N); - :2‘ V
  21. 21. IT'S IKBOUT YOU. L/ LVVESTIONG 1 7 , Si 4” / ‘ _ a , .44.- _ , . <1 , v M W. mil ~. .._ » "~V'-.12: / ‘EV gun _ ‘““ - ’ 3: = . ex“ 4 _. Print? Nike Makes ‘ Shoes From -‘ Shredded Magazines U. !. =>H’ ‘. ..‘ vol .1 Lgllzrflf .
  22. 22. The end of advertising as ‘noise’ and interruption STOP wHA1E/ {R Y(‘: »Ui<iE WNGAND ‘ AUDIENCE
  23. 23. Yet, ’consumers’ are becoming much more aware of abusive data practices
  24. 24. ’ . o ‘ .1 1011101 Ol)‘‘»m311 . 1.’10H10000707§i'»'.01Q ‘ ' 1010107Mfl/ ’// / /7700 10101 cm, , - 0 - = . “The machines are not just cleverer, they also have access to far more data. The combination of big data and smart machines will take over some occupations wholesale; in others it will allow firms to do more with fewer workers. Text-mining programs will displace professional jobs in legal services. Accountants may follow travel agents, tellers into unemployment as tax software improves. ' Machines are already turning sports results and financial data into good-enough news stories. A ta)gi driver will be I ~ 10101:, ” «:0 — “, . satosnixambayasni
  25. 25. v . and E. l Q" " _ is becoming a source of real-time, dep data “Nthing vast enters the lives of mortals without a curse;
  26. 26. An important balancing act Power of Technology I Privacy 8. Anonymity '
  27. 27. Privacy and control ’ Ill-Arwinvuinv-1 mnaimm m. nn>. oi. co am Briana nu may was of m-ymm nu. ma Mnvmn AV-Ind Mlflvoflilfliw a. .mvimi. VD Ilibillfi the izndscwlol wmi wmmmm; Pvravdtllflfi blflrisu Manila wand COOVQIM. Bavcniovw. smi» r. s.. u~ 24 mm / x View video
  28. 28. ;xu01101110i 11110101 = -‘~ 9111 010101010 ’ goo 01 010001 000010000010 0111 1000001 1011011 010 011 00111110 011000111010 Ll’.
  29. 29. .. e_ee375 621. 2i: 5 2 Zu _z 57$ 3 987 5./1 25 7 5. 75 3 545 _ 3 573457134 5 u 1 45522 y 7 5 5 M. 2 «.7149 . .5777 47 8. 4 932 as. .m)ea519 7175 30 4 2 555 a 75 7 5 a 3 9 3 E , } . 59312 M . ... . 1. + 1 , , 78 mi: . 5 7 as 2 1 5 545 5 a2eu3.v{. n7es 14 sue 4 24 . ._. _55 .238. 52 2 12 2 9 sea. 5 ,1; , 6 2492512 i . 11752 , . 64 U was 43539 4795 5541542 56 / £1. 5.. . 7. :
  30. 30. could you do things differently, break outmoded rules? r. 5?‘ TESLA'S PATENTS BY CATEGORY Total Patents Analyzed 249 Battery _ 104 Charging - 28 Motor I 13 User Interface I 10 Sunroof I 9 Door I 8 Cooling 81 Coolant I 6 Audio I6 Build Your Own Electric Car: Not Categorized : 65 Now All Of Tesla's Patents Are 0 5., ,0, ,5, 2,, 2,, 3,, Open Source Created by uAuto| nsuIence. < T lilnn . lusk In-lam. » mm 0.». -nim; up '11-. »i. .'. - patents will speed up electric u»1.a. -ic . im-i. .p. ..1-m. §
  31. 31. Human 0 Machine / /// lll ‘Wicked Problems’
  32. 32. , Technology has no ethics yet all human relationships depend on them
  33. 33. becomes the -lobal currenc . 3 " *, .. l f
  34. 34. ‘But advertising is still largely based on interruption. .. _ Now
  35. 35. Approx. 20% of households headed by people under 25 do not have a television but watch programmes on other devices, such as laptops and tablets 1.. hllp iiw. -M econom-si coflUiiewsi‘busin9ssi2l59l000-zinericnsvlargestcubl: vcompany-becoirilrig-more-firms-Ii-battling-against
  36. 36. All screens connected. .. all data connected. .. SCREENS ARE CONNECTED ares a assnuiums coucswrs 5 Evans
  37. 37. Broadband meets Broadcasting: Advertising goes Big Data and Al
  38. 38. -, a ' —a. . Heading towards total digitisation. .. I I o . (1. 0* . g. 4 '"’_‘ K ‘i E ”’i g ' E webapps—ipkv3.c| oudapp. net C : I Q . . I" _ 0 Dear Mr. Gerd Leonhard. ‘ ‘/ our room number is,1518. _ ' g . ‘J ‘ 000.0-0" »-Ma IE. El F . IEI
  39. 39. But technology is also presenting more and more ethical dilemmas. . Facing the future Facial recognrlion technology is being used in smanphone apps. by police and for business. How it works: 1. The camera picks up a face in a crowd "0 3. Facaal features. such as the distance between the eyes and lhe size of the nose‘ are measured Distance between eyes J. Nose T: __ Jaw size size 5. Those numbers are put into a database to find a lace with a similar senes of codes E5‘-ll . l ' Database 1 I of faces Source How Stu“ VVOVQS Clraoh-c M819" Henderson L05 Anqeles Times 2. Software accounts lor the angle of lhe lace. which way It is turned. its pose and size 4. The software assigns a series OI numbers [0 represent these leatures Facial features Numbers 6. A match may be found in a database. or just age and gender pinpointed Xlflll 6 2011 IJCT "7
  40. 40. Automation is coming to everything everywhere @1131 - *Advertising Automation* 1. Programmatic will Get Smarter -- skyrocketing to 60% of all digital ad spend. We predict that by the end of 2014, almost two-thirds of the digital advertising market will be automated but the key to growth will hinge on the model's ability to rely less on third- party data and more on first-party data insights. Ad tech companies must take a page from the Facebook and Twitter playbook to incorporate some form of proprietary data into their technology. This coming year will focus on the refinement of advertising automation as technologies that rely solely on third-party data will become table stakes, fueled by the industry need to innovate cookie-less forms of targeting. This added layer of ad intelligence will give brands a leg up on the competition. éetlmann Collection. -' Corbls
  41. 41. Advertising ingrained into experiences. .. “convertising” L Content ( Art? ) Where do the ad men come in? WDJlw5IIrlvI. r:arr| /alts! lmzslnmwnn-Im—mmn-nhedtalnrlfl-lI~htnwmt-wt-mlmu The trick with the internet of things is that as computing surrounds us, ads have to become more subtle and ingrained into the experience. It's more akin to product placement or influencing someone at the right time. The benefit is that the data available as devices come online makes it far easier to give the message to the consumer at the point where It could have the most influence. "The involuntary experience of brands disrupting our time and space" "The voluntary experience of relevant content and meaningful information fluidly synched to my time and space"
  42. 42. To discover and create the future of advertising we must look beyond ‘advertising’ as it is defined today
  43. 43. The word ‘advertising’ is becoming as outmoded as the wort; ‘television’ A connected ‘consumer’ does not l’ ’ really need what we used to cull ‘Advertising’ §
  44. 44. Old Logic Maximum Eyebafls New Logic Return on Engagement Interaction before transaction Peer to peer trust Social commerce Total personalization Ell
  45. 45. “The best way to predict the future is to create it” Alan Kay

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