The Future Of Advertising, Marketing and Media Gerd Leonhard in London
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Transcript of The Future Of Advertising, Marketing and Media Gerd Leonhard in London
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Gerd Leonhard Media Futurist
The Future of Advertising, Marketing & Media - the next 5 years
London, November 11, 2008Gerd Leonhard www.mediafuturist.com
‣ Futurist‣ Strategist‣ Author
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Gerd Leonhard Media Futurist
It’s not about Technology
Emerging cultural practices
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Gerd Leonhard Media Futurist
Source: Flickr hillarylmrore
Brands
Content Media
It’s about PEOPLE
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Gerd Leonhard Media Futurist
A reflection...
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Gerd Leonhard Media Futurist
Marketing is Cultural Matchmaking
http://www.flickr.com/photos/bip/
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Gerd Leonhard Media Futurist
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Gerd Leonhard Media Futurist Broadband Culture
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Gerd Leonhard Media Futurist
Broadband access will soon be...free
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Gerd Leonhard Media Futurist
Some devices will soon ‘feel like ‘free’
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Gerd Leonhard Media Futurist
Truly connected ... what’s the big deal?
We decide who gets to market to usWe value trust more than anything
We actually collaborate We sell our Attention
Data becomes enormously valuable
Collaborate or Die
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Gerd Leonhard Media Futurist
Looking up to... ourselves... each other
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Gerd Leonhard Media Futurist The Future: drastic role changes
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Gerd Leonhard Media Futurist
The Future: more and more fragmentation.. and Aggregation
Agency 2.0
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Gerd Leonhard Media Futurist
Once technology becomes dead-simple...
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Gerd Leonhard Media Futurist The next dead-easies
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Gerd Leonhard Media Futurist
Expect big changes when that happens
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Gerd Leonhard Media Futurist
This makes music industry changes look like a minor nuisance
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Gerd Leonhard Media Futurist
The Future of Books & Print
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Gerd Leonhard Media Futurist
★The cashless society (e-money, mobile cash)★Mashed Access Networks★New display technologies and mobile projection★Device morphing★Fuel cells and other new battery technologies★ePaper / the digital book★Frappers / 3D Printing★The rise of Multi-Touch Technologies ★Decentralization, Social Production & Crowdsourcing★Time, location, device shifting is expected everywhere★ ‘Mobile Me’ becomes default: mobile = life depository★Smart Clothing★Cloud Computing★The Internet of Things
Some stuff you may want to know about...
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Gerd Leonhard Media Futurist The Internet of Things
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Gerd Leonhard Media Futurist Content: UGC is a MAJOR force
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Gerd Leonhard Media Futurist Good news for you: Finding and being Found is what matters
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Gerd Leonhard Media Futurist
Searching & finding goes social
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Gerd Leonhard Media Futurist
A central part of many future campaigns
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Gerd Leonhard Media Futurist
Share the Output (i.e. publish, re-mix, PFE, life-stream...)Share Input (i.e. remuneration in cash, attention, reputation...)Share the Thruput (i.e. usage data... meta content... attention trails...)
Sharing Economy Logic
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Gerd Leonhard Media Futurist
Content UsersContent CreatorsProduct CreatorsService Creators
Co-Creation
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Gerd Leonhard Media Futurist
People now pay more to express themselves, and less to consume
Image via flickr.com/photos/spursfan_ace/
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Gerd Leonhard Media Futurist
People used to pay for Content -Now they pay for Meta Content
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Gerd Leonhard Media Futurist
Users =
= Users
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Gerd Leonhard Media Futurist
Advertising =
<=> Users
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Gerd Leonhard Media Futurist
A side effect of Broadband Culture
An increasing number of people are now looking to contribute, to connect, to
do something truly meaningful
Money
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Gerd Leonhard Media Futurist
In the sharing economy money can be poisonous
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Gerd Leonhard Media Futurist
This is over
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Gerd Leonhard Media Futurist
Moving from take-down to permission
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Gerd Leonhard Media Futurist
“Trustol” - or death
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Gerd Leonhard Media Futurist
The Future of Content: Attention-based Income Explodes
0
2.5
5.0
7.5
10.0
WasIs
SoonNear Future
Mid-term Future
Copy Based RevenuesAttention Based Revenues
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Gerd Leonhard Media Futurist
Together, Broadband Culture and Mobility will re-define how we think about:
• Privacy• Authority• Ownership / Copyright• ‘Selling’ (and Marketing)• Production Requirements• Work• Education
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Gerd Leonhard Media Futurist Massive Disruption... + - ?
Production Competition Authority Copyright Ownership Control
Empowered Individuals Incumbent Companies
‘Developing’ Countries ‘Developed’ Countries
Authorized ProfessionalsProfessional Amateurs
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Gerd Leonhard Media Futurist
Crowd + Cloud = The Future
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Gerd Leonhard Media Futurist
Advertising, Take 2
Permission
RelevanceValue
Rewards
Trust
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Gerd Leonhard Media Futurist
Open
Chaotic
Untested
Closed
Safe
Orderly
The Open - ClosedChallenge
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Gerd Leonhard Media Futurist
Open
Chaotic
Untested
Closed
Safe
Orderly
It’s all in the Mix and in the timing
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Gerd Leonhard Media Futurist
★ email me at [email protected]★ twitter: gleonhard★ facebook: gleonhard★ more presentations at www.mediafuturist.com★ lifestream at www.gerdstream.com
Thanks for listening!