Gerd Leonhard At Effie Athens June 11 Future Of Advertising Branding, and Marketing
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Transcript of Gerd Leonhard At Effie Athens June 11 Future Of Advertising Branding, and Marketing
www.mediafuturist.com
Gerd Leonhard
www.mediafuturist.com
The Future of Communications,
Advertising and Branding -
Presentation at Effie 2008 Athens June 11
...and w
hat about C
ULTURE?
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“What we wish, that we readily believe”Demosthenes
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“In order to succeed, we must first believe that we can.” Nikos Kazantzakis
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Broadband in Greece is still slow... but gaining speed
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The European Commission: “Broadband is a major Driver of the Economy”
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Digital Media Sharing:
We are only at the Beginning!
The rest of this Iceberg will emerge much quicker than
you may think
$77
USD
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A real concern but one that will be solved: Privacy
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Because the Future of Advertising is solidly dependent on getting real information from the Users- voluntarily
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Imagine:
You could find people that make a 95% match for your
product or service, and that have agreed to pay attention
They would be interested in hearing from you, and open to
discussing your product or service
They would tell others about your product and transport
your message onward, on your behalf
Markets could be Conversations!
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When / how / why do YOU provide information about yourself?
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But just ask the kids: they are connected. They share. They make content. They are Media.
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W e a r e h e a d i n g i n t o a
B r o a d b a n d C u l t u r e
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NarrowbandLinear Interactive
Monologs Conversations
Copyright Usage Right
Advertising Ads = Content Professional Creators User & ‘Usator’ Content
Pay with cash Pay with attention
Push Marketing Pull & Attract by Merit
Own & restrict Share
Media...
B
O
T
H
will
C
O
-
E
X
I
S
T
B r o a d b a n d
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The Marketer’s Mission: Getting Attention in totally new ways
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First, let’s forget the word ‘Consumer’
• It’s a 2-way affair now!
•Happy users will now do some of the marketing for you
• Interested users now supply ideas for campaigns
•Engaged users now provide images, videos, text, music...
•Loyal users now want to have conversations with you
•The Internet is finally becoming a ‘social’ and cultural web
where Brands that influence Culture do better
•In 2-3 years, there will be no more offline or online
•The kids are now the Authorities!
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2nd: Re-define ‘Advertising’
• Offline and in traditional media, people are skipping and avoiding ads
everywhere (TV); print ad reach is declining, radio stagnates
• Online, people’s attention is very very hard to get (and getting worse) ~
the Attention Deficit Trend is a real challenge
•The web is essentially forcing us to reinvent advertising
• CPMs in social networks are still terrible (15 cents USD!!)
• We must can come up with Ads that provide VALUE, RELEVANCE,
CONTEXT
• In some EU countries, Ads that disrupt and intrude won’t be around in 3
years
www.mediafuturist.com Remember this?
It really didn’t take very long!
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Is it easy to get on, and to use?
Is my language spoken?
Is there Content that I want (films, music, news)?
Are there are People I want to meet?
Are there are things I want to share?
Can I feel ‘at home’?
Do I have to be there because everyone else is?
C u l t u r e
In 2007, 28% of Greek Internet users access the Web to visit museum-,
library- or other knowledge-related content, 50% to download to free
music, 37% to listen to radio / music, and 35% to search for information on cultural products or events.
Increasingly more reasons to engage online:
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But... there are problems, too
However: the potential evils of an Open
Network - of ‘Too Much Freedom’ - will
always pale beside those of a Closed,
Controlled and Authoritarian Network
Privacy becomes almost impossible to maintain
Data & Identity Theft become more common
Continuous Partial Attention is becoming more common
Culture changes as Digital Natives take over
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Was
Is / Will be
Push Marketing is dying.
Everything is converting
to Pull.
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The Users become content, too...
www.mediafuturist.com The story of JPG Magazine & 8020 Publishing
Empowers its users and communities to participate in all
aspects of the magazine!s content creation
Blurrs the lines between professional and amateur
What was once called “the Audience” has been invited to
participate in and lend its expertise to the editorial process
Virtually anyone can submit original contentOnce it's uploaded, visitors to the magazines' respective Web sites vote on each submissionEditors then decide which submissions make it into the print version of the magazineContributors who are published in the print edition get $100 and a free annual subscription
Editors are more like curators than masters of a particular domain
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Now, People will subscribe to People.
And to Mass Media, too
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Keywords for mobile computing - and the new ‘Advertising’ that will go with it
Feels ‘Like a Book’
Touch / Draw / Zoom UIs
Always on (mashed access)
OS / Software on the Network
Very low power consumption
Explosion in location-based services
Technology becomes even more invisible
www.mediafuturist.com Henry Jenkins, director of the MIT Comparative Media Studies Program: "In a
hunting society, children [People] play with bows and arrows. In an
information society, children [People] play with information.”
Photo via http://flickr.com/photos/sherlock77/
Gathered by www.mediafuturist.com
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Enable your children to
play with information
and media, and
empower them to
Co-Create and
Share Culture.
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Media & Content is
now in the Network
- and so will
Advertising
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Friendster Facebook Myspace Cyworld Mixi QQ... are
BROADCASTERS
Social Networks: The new Radio +TV
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But these ads will be nothing like we have seen before: In-
Network, via Widgets and In-Application Advertising
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1
2
3
Marketing 2.0: Listen - Broadcast - Pull
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Marketing means Broadcasting Brand Conversations
- and the channels are changing very quickly
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Life at Google Speed
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The amazing velocity of ‘user-engaged’
http://www.forbes.com/technology/forbes/2008/0616/050.html
• Thirty-eight percent of the video streamed
on the Web now comes from YouTube,
according to ComScore
• YouTube users will upload 600 years'
worth of video this year.
• An ad on the YouTube home page now
costs $175,000 a day
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Social Media
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Imagine: an instant Micro Feed to the
‘People formerly known as Consumers’
twitter.com/gleonhard twitter.com/dailywisdoms
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Total Control of your own Content, Brand and Services becoming less and less important -
and is shifting to the Users (fka consumers)
TRUST
TRUST
TRUST TRUST
Control
www.mediafuturist.com The story of the New York Times
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http://www.flickr.com/photos/cambodia4kidsorg/
TRUST
www.mediafuturist.com New trust generators“The Swarm” + Friends / Family + Viral Stuff + Recommended People
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Some brands are quite late the ‘open’ party
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Source:Don TapscottWikinomics
Blog
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When the pain gets big enough...
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Marketing2.0
Authentic
Personal
Relevant
Trustworthy
Others Users & ‘Strangers Like Me’
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In this world....
...being different is crucial.
Me
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Attention In Return for Content
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The key to the Future of Advertising
Explicit Permission to use Attention Data &
Clickstream-Data in return for Content (Media &
Entertainment) and Services
The new deal?
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Advertising 1.0: interruptive out-of-context Monologs
Images: Flickr kla 4067
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Advertising 2.0: meaningful conversational content
Images: Flickr kla 4067