The document discusses how advertising and marketing are changing in the digital age. It notes that advertising is shifting to digital formats like social media, mobile, and video. Interactivity and engagement are becoming more important than traditional interruptive advertising. Brands need to focus on conversations and experiences rather than just pushing messages. Successful marketing will involve listening to customers and bringing people together in online communities. Within a few years, over 30% of all advertising spending is expected to shift to these new digital and social formats.

1. The Future of Advertising and
Marketing
Gerd Leonhard
Johannesburg, March 29, 2010
www.mediafuturist.com
twitter.com/gleonhard

4. *but
Control ! Money
Egosystem !
Ecosystem

6. Trust: Risks & Rewards: Example: Ford

7. Closed vs Open...

8. Old
‘Broadcast’ Business: shrinking, and costly

9. New
Networked Business: exploding

10. Welcome to Communication 2.0
De-centralized
Mobile
Cross-Media
Interactive
Real-Time

11. A key realization:
Networked
People
Innovate
Faster

13. A Mobile, Engaged,
Connected Culture

14. Soon: the Mobile becomes ‘The Internet’
s ?
e s
s in
b u
U R
Y O
g e
a n
ch
is
ll th
wi
o w
H

15. Expect 30+% of all
Advertising to shift to digital,
interactive, mobile, social,
video, in the next 2-3 years

16. The rising tide may be delayed but it is coming!

17. Source: Slideshare

18. It used to be...
“Option”
“Extra”
Default

19. Soon:
The New
Premium
The new
Normal

20. Content
is first a Service & an
Experience - and only
then (maybe) a Product.

22. How commerce has changed
Transaction Transaction
Trust Dominance
Audience Attention
Masses +
Attraction & Money =
Attention Reach

23. Now, Conversation beats Monolog
twitter.com/ gleonhard

24. A new Marketing Paradigm emerges

25. Social
Media
beats
eMail,
Video beats
Search

26. Stop Pushing
Start Pulling

27. Free gets you to
a place where
you can get
paid.
Quote by Fred Wilson, Union Square Ventures www.avc.com

28. Advertising / Branding / Marketing 2.0:
Interruption costs Money
Engagement costs Control

32. Social Media is
“Customer Relationship Management”

33. Noise ! Attraction

34. A huge opportunity for Brands & Marketers
Source: Ruder-Finn Study Feb 2010

35. Magazine Publishers & Tablet Devices

36. User Interfaces make all the difference
The computer is work.
The iPhone is ... kind of work.
The iPad / Tablet is... not work

37. Advertising for lean-back
consumption...just like content

38. Expect more of this: Real-Life + Mobile + Internet
Imagine what this could do for
personalized, engaged,
conversational marketing
Source: Wikitude / Youtube

39. Google Goggles: imagine this with People

40. Old

41. New
Hat tip to Brian Solis
TNN: Twitter News Network

42. Future of Communication: Keywords
When you’re out and about...
With(in) your tribe
Strangers & people like me
At the right time, always
With complete transparency
Under my exclusive control
Because I (do / don’t) trust u

43. Our entire media & communications infrastructure - the
“Extension of Man” (McLuhan) - is becoming Real-Time

44. Do we still need
“Advertising” once
we are all
connected?

46. Now: “Stage Experiences” Source: HBR.org

47. Source: Flickr Desert Diva

48. In this ‘Experience’ - centric
world, Storytelling is more
crucial than ever before
- and the way we
tell stories is
drastically changing

49. Source: Slideshare

50. versus

51. Free gets you to
a place where
you can ask to
get paid.
Quote by Fred Wilson, Union Square Ventures www.avc.com

52. Hybrid Models in many variations

53. The captive audience is dying

54. “Trust
is the most important currency
online, so to build it we adhere
to three principles of open
information: value,
transparency, and control”
Google Senior VP, Product Management Jonathan Rosenberg's essay, The Meaning of Open, published on the Offical Google Blog

55. Social Business...Trust Osmosis
s t
Tru
ru st
T

56. “Only timely and relevant communications”

57. Social Media is
“Customer Relationship Management”

58. Brands are now...
hers
P ublis
Broad
casters
M edia
C ont ent

59. Think Data. Carefully.

60. Expect 30+% of all Advertising to shift
to digital, interactive, mobile, social,
video, in the next 2 years *with local variations
Action Item:
Lead - don’t follow

61. Count on this to fuel your success

62. First Step: Listen

63. Marketers are Remixers

64. Marketing = Staging Experiences

65. Around the core...!

67. Thanks for your attention!
email me at gerd@mediafuturist.com
twitter.com/gleonhard
facebook: gleonhard