This document discusses several forces shaping the digital world and marketing, including the growing number of people going online through mobile devices. It emphasizes that the attention economy requires engaging audiences rather than interrupting them. Brands need to entertain and find the right balance of engaging information without being too brand-focused or entertainment-focused. Emerging technologies like augmented reality, gamification, and internet of things are converging to create frictionless experiences. Privacy and identity are also evolving factors. The document advocates considering how to apply these forces to solve problems and create new opportunities.

1. Forces Shaping
The Web.
October 2013

2. We don’t believe in
digital marketing.
We believe in
marketing in a
digital world.
Clive Sirkin, CMO of Kimberly-Clark

3. There are
7 billion humans
on this planet.

4. The rate of disruption
and the pace of innovation.
2010: 66% of all media digital
2020: 80% of all media digital

5. Three forces shaping our world.

6. The next 2 billion online will be mobile.
More people have access to mobile phones than toothbrushes or toilets.

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. 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. 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. 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. Think platform. Think app-store
economy. Turn mobile towards

12. Image recognition leads to product
and price transparency. Hmm?

13. Google’s vision for Project Glass.
TRUE CONVERGENCE meets WEARABLES

14. AR/ARG’s can lead to engagement
and value-added experiences.

15. AR + ecommerce =
potential disruption.
Everything will be sold online.
Everything.

16. 16
More value-added | less self-referential.
~ frictionless ~

17. Applying game theory.

18. Consider crowdsourcing to make big
problems small and mundane tasks fun.

19. Internet of Things.

20. Putting it all together: internet of things,
gamification, big data ...

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. NFC = less friction.

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. Privacy meets extreme identity.

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.

27. thank you
Mike Lundgren
mLundgren@VML.com
@MGLundgren

28. 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.