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Creating value with Content: the Future Of Marketing & Advertising, by Gerd Leonhard Sydney 8-18-2009
The document discusses the transformation in marketing and advertising due to the rise of connected individuals and the shift from traditional interruption-based strategies to engagement-driven approaches. Key themes include the empowerment of consumers, the importance of real-time data, and the emergence of new monetization models that prioritize trust and collaboration over control. It highlights the future of marketing as being rooted in sharing, personalization, and the integration of technology into everyday experiences.
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Creating value with Content: the Future Of Marketing & Advertising, by Gerd Leonhard Sydney 8-18-2009
- 1. Content 2.0 andthe Future of Marketing & Advertising ‣ Futurist ‣ Strategist ‣ Author & Blogger www.mediafuturist.com twitter.com/gleonhard
- 2. What I do: ‣Understand Clients such as IBM, Google, ‣Imagine Nokia, DDB, Sony BMG, Orange / France Telecom, BBC, ITV, RTL, ‣Translate The European Commission, TribalDDB, Omnicom, Siemens, www.mediafuturist.com Kuoni, Reed Midem etc twitter.com/gleonhard
- 3.
- 5.
- 6. Like the printingpress 600 years ago...
- 7. = + +
- 8. Connected people ‘consume’differently
- 10. It used tobe: Dominate and win!
- 11. Basically... our worldhas been pretty much top-down until now
- 12.
- 13. The TV GenerationThe Net Generation Reaching Millions of Reaching the perfect People at the same 100 people that each time - with the same reach 100 people content or message that each reach 100 or... advertisement people...
- 14. •“Empowering People” i.e.the consumers i.e. the users is the winning theme everywhere • API Culture is booming: “Build yours with mine” • A lot of what used to cost money is becoming ‘free’ (eMail, phone calls, news, games, music...) • Sharing explodes • Interruption-Marketing becomes ‘Mission Impossible’ • Captive audiences are are thing of the past
- 16. Connected people ‘consume’.... Not;) The Link Economy C ulture of Participation Meritocracy Real-Time Everything Sh aring is the key driver
- 18. Advertising is Content- We can't think of ads as separate ‘stuff’ any more. The captive audiences are vanishing - so who do we desire to interrupt?
- 19. Maybe we onlyneeded traditional Advertising & Marketing because we were Not Connected
- 20. And we willhave to get used to monetary value being derived in many new forms! IBM
- 21. Self Publishing (Expression...?)on Steroids
- 22.
- 23. Real-Time is becomingcrucial • Don’t memorize - find! • Find: when and where you need it - not before • Location and Timing • Augmented Realtime Data • Cloud services: links not storage!
- 24. Social search andpeer navigation
- 25. And yes, everyoneeverywhere will be... Marketing will be sourced this way, too
- 27. We are in themidst of re-defining:
- 28. People subscribe toPeople Source: iStockphoto.com
- 29. The biggest opportunitiesare in connecting the Cloud with the Crowd
- 30. •Control is nolonger really feasible, and is quickly being replaced with Trust •Data is the new Oil •Privacy is the next major issue Command & Control is becoming Coordinate & Cultivate *Thomas Malone “The Future of Work”
- 31. (Trans)Action Data Usage Engagement Attention Conversations Content
- 32.
- 33. Push Objects Pull Objects
- 34. “I need toget my message out to as many people as possible, as quickly as possible” “I need to have conversations with my community, make my product as attractive as possible, and set it free as much as possible
- 36.
- 37.
- 38. Great User Interface& User Experience changes everything
- 39. The Mobile Use*fka ‘Consumption’ of Digital Goods is the #1 growth story of the next decade
- 40. My Keywords formobile communications - and the new ‘Advertising’ that will go with it • Devices feel like ...books • Touch / Draw / Zoom UIs and UXs • Always-on, 4 sure (mashed access) • OS / Software on the network • Very low power consumption • Explosion in location-based services • Technology becomes even more invisible
- 41. Radio TV PhoneLibrary Message-Center NewsReader Game-Pad Image Viewer Wallet
- 43. So will peopleread like this? 2012 Book Publishing Revenues: $43 Billion in U.S. (BISG) $120 Billion Global (est)
- 44. It used tobe... Premium “Option” “Extra” Default
- 45. Soon... The New Premium Default Standard Thenew ‘Normal’
- 46. If Access replacesOwnership as Default...
- 47.
- 48. How will accessto content be paid for? Paid by 3rd Parties Flat-Rates Bundles Access
- 50. New Content inthe content industries: A crucial shift Industry Generatives • Content ‘Pre-Web’: Presenting - and selling - professionally produced Content • Content ‘Web-Native’: Presenting - and selling - Context, People, Relevance, Packaging, Timeliness - and all types of Content!
- 51.
- 52. The ‘new’ $$$ Attention Kernels Digital Breadcrumbs Mouse Exhaust Click-Trails
- 53.
- 54. Imagine this scenario: • Your location is tracked (if and when activated) • Your click-trails are shared (with some, sometimes) • Your opt-ins are 100% voluntary, intentional, deep, real • Your ratings, ‘likes’ and recommendations are available • Your network of peers is available at certain times The new, old deal: Free content in return for your data, your attention, your engagement.
- 55. Great for usas Users fka Consumers Not so great for the creators?
- 56. But what arewe actually paying for...?
- 57. Some answers tothe ‘Free’ Challenge Source: Chris Anderson, Wired
- 58. Freemium and NewGeneratives: Pandora Convenience Premium Experience Personalization ‘Paying for Privacy’ Packaging Convenience
- 60. The Future ofContent Open Mobile Connected Collaborative Interdependent
- 61. It’s hard to‘own’ a copy now but You can own the Context, the Meaning, the Relevance, the Experience, the Embodiment, the Timing...
- 62. A key opportunityfor trusted parties
- 63. The new MarketingParadigm
- 64. Interruption costs Money Engagementcosts Control
- 65.
- 66. Thanks for watching! ★email me at [email protected] ★ twitter.com/gleonhard ★ facebook: gleonhard ★ more presentations at www.mediafuturist.com