1. What will marketing
look like in 2021?
The Future of Marketing

2. “Human society will change more
the coming 20 years…
Gerd Leonhard, Futurist & Humanist

3. “Human society will change more
the coming 20 years…
than the last 300 years”
Gerd Leonhard, Futurist & Humanist

4. #20thoughts
We now live in a world of
exponential technological change
2017 is the turning point

5. 2017 is the

6. 2017 is the
TURNING POINT

7. 2017 is the
TURNING POINT
of this Exponential Change.

8. #20thoughts
Source: Frank Diana, 2017
Change appeared to go slow, but now
everything will now begin to change,
all at the same time

9. #20thoughts
In 2025, quantum computing will reach
human brain computing capacity

10. #20thoughts
In 2050 it will equal the computing power
of ALL HUMANS on earth.

11. #20thoughts
Algorithms will impact
1 billion human jobs in 2020
Source: Above and Below the API, Forbes, 2015
20202005
Jobs
Automation
&
Robots

12. #20thoughts
Cheap sensors allow everything to become
SMART.
Just put smart in front of everything.

13. #20thoughts
Everything is abundantly available.
Everything goes to the cloud.
Money. Books. Governments. Cities.
Content becomes essentially free.
Image Source : Gerd Leonhard, Futurist & Humanist

14. #20thoughts
With everything being abundantly available,
people change from owning ‘stuff’, to
experiencings ‘stuff’
People want experiences.
Image Source : Gerd Leonhard, Futurist & Humanist

15. #20thoughts
Images
Speech
7%
4%
Source: Andreessen Horowitz, Mei 2017
28% errors
26% errors
Self-learning machines are better than
humans, already today.

16. Image recognition by computers is better
than humans, today.

17. Image recognition by computers is better
than humans, today.
Computers recognize voices, not just
speech, today.

18. #20thoughts
You can ask anything, using smart ”agents”

19. #20thoughts
The smartphone becomes your
VISUAL search box.

20. #20thoughts
Live 360° video streaming
teleports experiences to VR headsets, on
the other side of the world

21. #20thoughts
Physical worlds are turned into
VR 4D experiences.
Image Source : The VOID, NYC

22. #20thoughts
Pricing of robots fall from
30.000 EUR to 1000 EUR

23. #20thoughts
Extreme realistic chat-bots
are in use by the Australian government,
powered by IBM Watson.
Image Source : Soul Machines

24. #20thoughts
Mobile devices get precise location tracking
& spatial computing capabilities

25. #20thoughts
This makes exact location
guidance possible, already today.
Image Source : Google IO Conference, 2017

26. #20thoughts
In only a few years from now, smartphone
sales will decline, to be eventually be
replaced by smart glasses.

27. #20thoughts
The new user interface will be our eyes,
where we control the interface with
our intend.
Image Source : Eyefluence, bought by Google in 2016

28. #20thoughts
Websites>> Apps >> Messaging >> Assistants
By 2020 websites and apps
become less important

29. In 2019, 20% of all brands will start
abandoning their mobile apps, in favor of
progressive and instant apps
Source: Gartner, 2017

30. What is REALLY
?happening here

31. #20thoughts
The interface is dissapearing
type
Mainframe

32. #20thoughts
The interface is dissapearing
type
Mainframe
click
Mouse

33. #20thoughts
The interface is dissapearing
type
Mainframe
touch
Smartphone
click
Mouse

34. #20thoughts
The interface is dissapearing
type
Mainframe
speak
move
look
Mixed reality
touch
Smartphone
click
Mouse

35. #20thoughts
The interface is dissapearing
type
Mainframe
speak
move
look
Mixed reality
think
Brainwave
touch
Smartphone
click
Mouse

36. WHEN
is this going to happen
?

37. #20thoughts
Years from now, not decades
Source: World Economic Forum, Six megatrends, September 2015

38. So the big question is….

39. So the big question is….
What will marketing look
like in 2021?

40. #20thoughts
Everything will be about technology

41. #20thoughts
We’ll move from products to total experiences

42. #20thoughts
From brands to platforms

43. #20thoughts
Nike+ is opening their
fitness data to
3rd party developers.
Gillette lets men try on virtual
beards and connects them with
3rd party products & services.
General Electric opens
sensor data of their
products to 3rd party
suppliers.

44. And finally, what will your marketing
JOB look like in 2021
?

45. Marketing organization haven’t changed
that much in the last 40 years.

46. Marketing organization haven’t changed
that much in the last 40 years.
That is about to change.

47. Marketing organization haven’t changed
that much in the last 40 years.
That is about to change.
DRASTICALLY.

48. Everything that can be digitized and
automated, will be replaced by
Artificial Intelligence.

49. Everything that can be digitized and
automated, will be replaced by
Artificial Intelligence.
The reverse is also true…

50. Everything that cannot be digitized and
automated, will become
EXTREMELY

51. Everything that cannot be digitized and
automated, will become
EXTREMELY
VALUABLE

52. #20thoughts
Top 5 skills
2015 2021
1. Solve complex problems
2. Coordinate with others
3. People management
4. Critical thinking
5. Negotiate
1. Solve complex problems
2. Critical thinking
3. Creativity
4. People management
5. Coordinate with others
Source: Future of Jobs Report, World Economic Forum, 2016
Such as critical thinking and creativity.

53. #20thoughts
And fluid teams
Multiple disciplines
Flexible roles and responsibilities
Build for speed and agility
Creative use of art, science and technology
Set-up and dismantled when needed

54. #20thoughts
Strategic thinkers become critical to success

55. #20thoughts
The era of the right brain has arrived

56. #20thoughts
Creativity in content, data, technology &
strategy becomes crucial

57. #20thoughts
How can you
PREPARE
for 2021 ?

58. GET IN
TOUCH
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