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World 5.0The Tsunami of TotalConnectivityDietmar DahmenInnovation ConsultantCreative VisionaryMobile Horizons IstanbulThis...
Dietmar DahmenforMobileHorizons,Istanbul, June2013
Over 20 years of advertising inHamburg, Los Angeles, Munich, NewYork, Vienna, Berlin.Dietmar Dahmen started out as astrate...
The digital DAys conference was upand running. I only had 18 Minutes.There was no time to waste...… Im going to talkabout ...
We reached 1Billion phones injust 6 Years.Everything gets newfaster… but that meansthat everything getsold faster.The only...
3Time sensitive adds are500% more effective thanpermanently reducedoffers.Everymoment oftruth isnow.Now islocal.Now-ism is...
This changes the way we work.work used to be a lifetime positionwith one single employer. in 2020about 40% of the U.S. wor...
5It is not enough fortechnology to bebetter. It has to besimpler as well.This handout is areminder of mytalk! If you did n...
6Does this make us crazy? Onthe contrary:Norwegian airlines havefree wireless in the planes.In Riga all Taxis offer freewi...
7coca Cola has over 500 brands, with over 1800 products and operates inOver 200 markets.old Brands could grow horizontally...
8new Brands grow functionally. Thebrand becomes an operating system!1 coke+ 1 Fanta+ 1 Sprite= 3 drinksGenErationconnected...
9Today the market is individualoriented.we used togo for highreach - lowrelevance. Todaywe go for lowreach - highrelevance...
10Generationconnected Changesmarketing! G.C. killed the CON-SUMER. REMEMBER: CON…is theOPPOSITE! The CON-sumer doesthe Opp...
Pro-sumers LOVEconnectivity. Betweenthem and the brand,between dEvices, withindevices. Connectivty is adiscriminatingAdvan...
Now we want connectivitywithout devices.12
13We want connectivity of things.Cars are connected..homes areconnected. By 2020 50 BillionObjects will be online. The fig...
We are hardwired for connectivity.We are hardwired against silo solutions.Even our sences are not Silos…but connected!BA B...
CONTACT:www.dietmardahmen.comordd@dietmardahmen.com15Smart cars connect witheverythingSmart Bikes connect with yourcalende...
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Mobile Horizons Istanbul 2013 - Dietmar Dahmen

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Mobile Horizons Istanbul
World 5.0 - The Tsunami of Total Connectivity
Dietmar Dahmen, Creative Visionary & Innovation Consultant

This presentation was made on June 4, 2013 at the Mobile Horizons Istanbul conference.

This thought-leadership forum was a unique conference about the disruptive changes caused by mobile technologies: Wearable Technologies, New interfaces, Mobile Retail, Big Data, Connected Life, and more!

Featuring international mobile visionaries and Turkish business leaders Mobile Horizons Istanbul was held at an exclusive venue on the shores of the Bosphorus

For more information, please visit the website at www.mobile-horizons.com or facebook at www.facebook.com/mobilehorizons.

Published in: Technology
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Mobile Horizons Istanbul 2013 - Dietmar Dahmen

  1. 1. World 5.0The Tsunami of TotalConnectivityDietmar DahmenInnovation ConsultantCreative VisionaryMobile Horizons IstanbulThis presentation was made on June 4, 2013at the Mobile Horizons Istanbul conference.To learn more about this unique thought-leadership forum, please visit the website atwww.mobile-horizons.com or facebook atwww.facebook.com/mobilehorizons.(note: this is a summary ofDietmar’s presentation.Please view in Portrait mode)
  2. 2. Dietmar DahmenforMobileHorizons,Istanbul, June2013
  3. 3. Over 20 years of advertising inHamburg, Los Angeles, Munich, NewYork, Vienna, Berlin.Dietmar Dahmen started out as astrategic planner, and later movedon to become a highly decoratedcreative. He was Creative Directorwith DDB, Executive Creative Directorwith Ogilvy, Chief Creative Officerand Managing Director with BBDO. Asone of europes top experts ondigital branding, marketing andcommunication, today dietmar is atrainer , coach and consultant forchange, future success and digital,visionary marketing. He is co-founder of the eco e-communityEarthback and is currently lookingfor the second investment of hissecond start up - A RADICALLY NEWADVERTISING Platform ready to goonline in late Summer 2013:- totalLy individualized- totalLy transpartent- totalLy local- totalLY now- totalLy relevant- toTALLY CONNECTEDDietmar also teaches at various universities, including the Film-Academy Ludwigsburg (winning 14 times gold with his studentsat YDA, Cannes) and EDCOM, the educational arm of theEuropean Association of Communications Agencies.He is a sought after speaker and gives talks and workshopsfrom Silicon Valley to Moscow, from London to Los Angeles.He is a member of both the Creative Club, Austria and the ArtDirectors Club, Germany.
  4. 4. The digital DAys conference was upand running. I only had 18 Minutes.There was no time to waste...… Im going to talkabout the Tsnami of totalconnectivity. the Invention ofthe printing press enabled us tohave mass media. It created massmarkets. And marketing - andespecially advertising - had todeliver clear, single-minded messagesthat the mass market couldunderstand , remember and act on. Thistime is now ending. we reached totalconnectivity. We have over 6 Billionmobile phones….over 1 Billionsmart phones. this makes marketsand marketing local, real time,individual!Hi, my nameis DietmarDAhmen andtoday, here inIstanbul...1
  5. 5. We reached 1Billion phones injust 6 Years.Everything gets newfaster… but that meansthat everything getsold faster.The only way toavoid death from oldage, is to udate,innovate, keep delivering anew now!We all operate in the now.There is even a name forthis Trend: NOW-ISM.Now-ISM isemotional...2In the world ofEmotions a lateresponse is no response.Your brand has to act andre-act in Real time!Now-ism is alsotrusted. If the Officialreport card says that youhave a bad grade in math…butan un-official source claimsthat you are much better NOWwe tend to trust the newerinformation…even if thesource is iffy.
  6. 6. 3Time sensitive adds are500% more effective thanpermanently reducedoffers.Everymoment oftruth isnow.Now islocal.Now-ism isaddictive.ourmobilephones areconstantlynaGging usto checkwhat mightbe happeningNOW. wehave a fearof missingout.25% ofall onlinesearches arelocal! In your area…and even instore.
  7. 7. This changes the way we work.work used to be a lifetime positionwith one single employer. in 2020about 40% of the U.S. workforcewill be freelancers.now-ismchanges the waywe shop.e-commerce is stillbooming. in Austria wehad 28% growth in2012. Why? becausegetting stuff online issuper easy: You Donteven have to get up fromthe Sofa. i call thisdigital laziness or LOWACCESS COST! Makesure your website isUltra easy to use!Responsive designis a must.4
  8. 8. 5It is not enough fortechnology to bebetter. It has to besimpler as well.This handout is areminder of mytalk! If you did notattend the talk itmight be difficultto unterstand. Ifso, just ask me:dd@dietmardahmen.com
  9. 9. 6Does this make us crazy? Onthe contrary:Norwegian airlines havefree wireless in the planes.In Riga all Taxis offer freewireless.We are online in trains, in carson the ocean.Now-ism changes the waywe life. We even have a newtarget group: generationconnected!Generation connected is online fornearly 23h a day. Being Online is thenew normal! Being offline is thetotal exception. An activechoice to pull the plugfor a short time.Research doneby Viacom:
  10. 10. 7coca Cola has over 500 brands, with over 1800 products and operates inOver 200 markets.old Brands could grow horizontally. More products. More markets.generationconnectedchangesBrands,Markets andmarketing.The Problem: Most bRands are just a commodity. Coke has one MEGA brand(coke) maybe 10 good BRAND (Fanta, Sprite etc.), But never 500!!!If you want to stick out, you have to grow not just horizontally!
  11. 11. 8new Brands grow functionally. Thebrand becomes an operating system!1 coke+ 1 Fanta+ 1 Sprite= 3 drinksGenErationconnected alsochangesmarkets. Themarket used tobe audienceoriented:
  12. 12. 9Today the market is individualoriented.we used togo for highreach - lowrelevance. Todaywe go for lowreach - highrelevance.Old marketing was onebig single-mindeDmessage.new marketing evolved. Itgot smaller, grew wings,and we now have millions ofindividualized messages.
  13. 13. 10Generationconnected Changesmarketing! G.C. killed the CON-SUMER. REMEMBER: CON…is theOPPOSITE! The CON-sumer doesthe Opposite of what thebrand does.We now have a PRO-SUMER. ThePro-sumer does what the branddoes…BUt even more effective.
  14. 14. Pro-sumers LOVEconnectivity. Betweenthem and the brand,between dEvices, withindevices. Connectivty is adiscriminatingAdvantage11you can go the entirecustomer journey withoutever leaving your device.
  15. 15. Now we want connectivitywithout devices.12
  16. 16. 13We want connectivity of things.Cars are connected..homes areconnected. By 2020 50 BillionObjects will be online. The fightof the operating system of youhome, of your life is in progress.But connecting to dead Objects is not enough: we now want toconnect to everything..including our pets..and even our selves.
  17. 17. We are hardwired for connectivity.We are hardwired against silo solutions.Even our sences are not Silos…but connected!BA BAFA FAIf you are connected you will win. Connectivity is adiscriminating advantage.Remember the example with the Hospitals and the pre-mature born babies. If you can connect to your babyvia camera and iPad you will choose this hospital. Alsosmart product are defined by connectivty14
  18. 18. CONTACT:www.dietmardahmen.comordd@dietmardahmen.com15Smart cars connect witheverythingSmart Bikes connect with yourcalender, the weather, youralarm... Connecting data tohelp you make the bestchoise...…just like a digital mother:connecting many differentpoints to help you have agreat day!All rights reserved : dietmar Dahmen 2013Mobile devicescreateconnectity.Connectiviy createsProgress. Forprogress is not howsmart you are…but howconnected you are.

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