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  • Future of Advertising, Marketing and Media Gerd Leonhard - Key PDF

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    Gerd Leonhard Media Futurist - the future of advertising, Marketing and Media - the next 5 years. 'We decide who gets to market to us We value trust more than anything We actually collaborate We sell our Attention Data becomes enormously valuable'

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    Gerd Leonhard Media Futurist - the future of advertising, Marketing and Media - the next 5 years. 'We decide who gets to market to us We value trust more than anything We actually collaborate We sell our Attention Data becomes enormously valuable'

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    46 tayangan43 halaman

    Future of Advertising, Marketing and Media Gerd Leonhard - Key PDF

    Diunggah oleh

    szilaszab
    Gerd Leonhard Media Futurist - the future of advertising, Marketing and Media - the next 5 years. 'We decide who gets to market to us We value trust more than anything We actually collaborate We sell our Attention Data becomes enormously valuable'

    Hak Cipta:

    Attribution Non-Commercial (BY-NC)
    Unduh sebagai PDF, TXT atau baca online dari Scribd
    Tandai sebagai konten tidak pantas
    dari 43

    Gerd Leonhard Media Futurist

    The Future of Advertising, Marketing & Media - the next 5 years


    London, November 11, 2008 Gerd Leonhard www.mediafuturist.com

    Futurist Strategist Author

    Gerd Leonhard Media Futurist

    Its not about Technology

    Emerging cultural practices

    Gerd Leonhard Media Futurist

    Its about PEOPLE


    Content

    Brands Media

    Source: Flickr hillarylmrore

    Gerd Leonhard Media Futurist

    A reflection...

    Gerd Leonhard Media Futurist

    Marketing is Cultural Matchmaking

    http://www.flickr.com/photos/bip/

    Gerd Leonhard Media Futurist

    Gerd Leonhard Media Futurist

    Br o a d b a n d C u l tu r e

    Gerd Leonhard Media Futurist

    Broadband access will soon be...free

    Gerd Leonhard Media Futurist

    Some devices will soon feel like free

    Gerd Leonhard Media Futurist

    Truly connected ... whats the big deal?

    We decide who gets to market to us We value trust more than anything We actually collaborate We sell our Attention Data becomes enormously valuable

    Collaborate or Die

    Looking up to... ourselves... each other

    Gerd Leonhard Media Futurist

    Gerd Leonhard Media Futurist

    The Future: drastic role changes

    Gerd Leonhard Media Futurist

    The Future: more and more fragmentation.. and Aggregation

    Agency 2.0

    Gerd Leonhard Media Futurist

    Once technology becomes dead-simple...

    Gerd Leonhard Media Futurist

    The next dead-easies

    Gerd Leonhard Media Futurist

    Expect big changes when that happens

    Gerd Leonhard Media Futurist

    This makes music industry changes look like a minor nuisance

    Gerd Leonhard Media Futurist

    The Future of Books & Print

    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...

    Gerd Leonhard Media Futurist

    The Internet of Things

    Gerd Leonhard Media Futurist

    Content: UGC is a MAJOR force

    Gerd Leonhard Media Futurist

    Good news for you: Finding and being Found is what matters

    Gerd Leonhard Media Futurist

    Searching & finding goes social

    Gerd Leonhard Media Futurist

    A central part of many future campaigns

    Gerd Leonhard Media Futurist

    Sharing Economy Logic


    Share the Output (i.e. publish, remix, PFE, life-stream...) Share Input (i.e. remuneration in cash, attention, reputation...) Share the Thruput (i.e. usage data... meta content... attention trails...)

    Gerd Leonhard Media Futurist

    Service Creators Product Creators Content Creators Content Users

    Co-Creation

    Gerd Leonhard Media Futurist

    Image via flickr.com/photos/spursfan_ace/

    People now pay more to express themselves, and less to consume

    Gerd Leonhard Media Futurist

    People used to pay for Content Now they pay for Meta Content

    Gerd Leonhard Media Futurist

    Users = = Users

    Gerd Leonhard Media Futurist

    Advertising =

    <=> Users

    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

    Gerd Leonhard Media Futurist

    In the sharing economy money can be poisonous

    Gerd Leonhard Media Futurist

    This is over

    Gerd Leonhard Media Futurist

    Moving from take-down to permission

    Gerd Leonhard Media Futurist

    Trustol - or death

    Gerd Leonhard Media Futurist

    The Future of Content: Attention-based Income Explodes


    Copy Based Revenues Attention Based Revenues
    10.0

    7.5

    5.0

    2.5

    Was

    Is

    0 Soon Near Future Mid-term Future

    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

    Gerd Leonhard Media Futurist

    Massive Disruption... + - ?

    Production Competition Authority

    Copyright Ownership Control

    Developing Countries Empowered Individuals Professional Amateurs

    Developed Countries Incumbent Companies Authorized Professionals

    Gerd Leonhard Media Futurist

    Crowd + Cloud = The Future

    Gerd Leonhard Media Futurist

    Advertising, Take 2
    Trust

    Rewards Value Relevance Permission

    Gerd Leonhard Media Futurist

    The Open - Closed Challenge

    Open

    Closed

    Chaotic

    Orderly

    Untested

    Safe

    Gerd Leonhard Media Futurist

    Its all in the Mix and in the timing

    Orderly Untested

    Open
    Chaotic

    Closed
    Safe

    Gerd Leonhard Media Futurist

    Thanks for listening!


    email me at gerd@mediafuturist.com twitter: gleonhard facebook: gleonhard more presentations at www.mediafuturist.com lifestream at www.gerdstream.com

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