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Broadband Culture (R)evolutions:
Digital marketing Foresights and Future Scenarios




                   www.mediafuturis...
Until now, we were just tuning up...

      Expect 30+% of
      all Advertising to
       shift to digital,
          int...
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 Mc...
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/ScholzundFrie...
Image licensed from sevensheaven.nl
Watering Cans <••> Sprinkler-Systems
Distributed Commerce - Social Commerce
Distributed &
De-centralized:
          Stories
Production | Creation | R&D
         Marketing
        Distribution
      ...
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 anyt...
We can no longer talk about Marketing
    without talking about Privacy




                Image licensed from sevensheav...
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 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
     Linke...
The Future of Marketing in a Broadband Culture (FoDM Conference London)
The Future of Marketing in a Broadband Culture (FoDM Conference London)
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This is the PDF of a presentation I gave at eConsultancy's annual Future of Digital Marketing conference in London, see http://econsultancy.com/events/future-of-digital-marketing Topics: why and how data is the new oil, why we need to talk about privacy when we talk about marketing, what are the effects of broadband culture, and much more

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

  1. 1. Broadband Culture (R)evolutions: Digital marketing Foresights and Future Scenarios www.mediafuturist.com www.twitter.com/gleonhard
  2. 2. 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
  3. 3. Do we still need “Advertising” once we are all connected?
  4. 4. Everyone connected: the other 3 Billion are coming!
  5. 5. “Not necessarily harmony, peace and quiet, but huge involvement in everybody else’s affairs” Marshall McLuhan
  6. 6. Everyone. Everywhere. Anytime.
  7. 7. Complete Net/Mobile <> MeatSpace Convergence
  8. 8. But this is not about technology Source: Slideshare.net
  9. 9. Networked Business: exploding
  10. 10. Connectivity + Mobile + Social is changing the very definition of Marketing and Commerce Youtube.com/user/ScholzundFriends
  11. 11. Image licensed from sevensheaven.nl
  12. 12. Watering Cans <••> Sprinkler-Systems
  13. 13. Distributed Commerce - Social Commerce
  14. 14. Distributed & De-centralized: Stories Production | Creation | R&D Marketing Distribution Selling Public Relations Communication
  15. 15. Examples: Distributed Marketing
  16. 16. Links are the Currency Soon, brands are either networked, or invisible i.e....ignored.
  17. 17. The future is not linear but organic
  18. 18. The future: permanent betas
  19. 19. Data is the new Oil Image licensed from sevensheaven.nl
  20. 20. 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
  21. 21. We can no longer talk about Marketing without talking about Privacy Image licensed from sevensheaven.nl
  22. 22. On cable, the Networks ruled
  23. 23. In a Broadband World, the Users - and their Amplifiers - rule *
  24. 24. Whatever you are selling, you are in the Audience Business
  25. 25. B an ds r become Connectors - Leaders not just ‘Directors’
  26. 26. The End of Noise | Interruption | Lies
  27. 27. Filters will matter more than ever!
  28. 28. Engaged. Mobile. Social. Emotional
  29. 29. WithVertising ThruVertising ContVertising MeVertising
  30. 30. 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
  31. 31. The Future of Selling: Involving the Users
  32. 32. Making personal connections... being part of a tribe....
  33. 33. The Future of Selling: Giving something...?
  34. 34. Meet my most successful Marketing Partners
  35. 35. Summary
  36. 36. Thanks for your attention! email me at gerd@mediafuturist.com Twitter: gleonhard Facebook: gleonhard LinkedIn: gleonhard
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This is the PDF of a presentation I gave at eConsultancy's annual Future of Digital Marketing conference in London, see http://econsultancy.com/events/future-of-digital-marketing Topics: why and how data is the new oil, why we need to talk about privacy when we talk about marketing, what are the effects of broadband culture, and much more

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