TBWA\Hunt\Lascaris The Future of Advertising

The Future of Advertising and Marketing

Gerd LeonhardJohannesburg, March 29, 2010

www.mediafuturist.comtwitter.com/gleonhard

Control ! Money

Egosystem !

Ecosystem

*but

Trust: Risks & Rewards: Example: Ford

Closed vs Open...

‘Broadcast’ Business: shrinking, and costly

Old

Networked Business: explodingNew

Welcome to Communication 2.0

Real-Time

Interactive

Cross-Media

Mobile

De-centralized

A key realization:

Networked People

InnovateFaster

A Mobile, Engaged, Connected Culture

Soon: the Mobile becomes ‘The Internet’

How will

this ch

ange YOUR busin

ess?

Expect 30+% of all Advertising to shift to digital, interactive, mobile, social,

video, in the next 2-3 years

The rising tide may be delayed but it is coming!

Source: Slideshare

It used to be...

“Option”“Extra”

Default

Soon:

The New Premium

The new Normal

Content

is first a Service & an Experience - and only

then (maybe) a Product.

How commerce has changed

Audience

TrustTransaction

Masses + Money = Reach

AttentionDominance

Transaction

Attraction & Attention

Now, Conversation beats Monolog

twitter.com/ gleonhard

A new Marketing Paradigm emerges

Social Media beats eMail,

Video beats Search

Stop Pushing

Start Pulling

Free gets you to a place where you can get

paid.

Quote by Fred Wilson, Union Square Ventures www.avc.com

Interruption costs MoneyEngagement costs Control

Advertising / Branding / Marketing 2.0:

Social Media is “Customer Relationship Management”

Noise ! Attraction

A huge opportunity for Brands & Marketers

Source: Ruder-Finn Study Feb 2010

Magazine Publishers & Tablet Devices

User Interfaces make all the difference

The computer is work.The iPhone is ... kind of work.

The iPad / Tablet is... not work

Advertising for lean-back consumption...just like content

Expect more of this: Real-Life + Mobile + Internet

Imagine what this could do for personalized, engaged,

conversational marketing

Source: Wikitude / Youtube

Google Goggles: imagine this with People

Old

NewHat tip to Brian Solis

TNN: Twitter News Network

Future of Communication: Keywords

When you’re out and about...

With(in) your tribe

Strangers & people like me

At the right time, always

With complete transparency

Under my exclusive control

Because I (do / don’t) trust u

Our entire media & communications infrastructure - the “Extension of Man” (McLuhan) - is becoming Real-Time

Do we still need “Advertising” once

we are all connected?

Now: “Stage Experiences” Source: HBR.org

Source: Flickr Desert Diva

In this ‘Experience’ - centric world, Storytelling is more

crucial than ever before

- and the way we tell stories is

drastically changing

Source: Slideshare

versus

Free gets you to a place where you can ask to

get paid.

Quote by Fred Wilson, Union Square Ventures www.avc.com

Hybrid Models in many variations

The captive audience is dying

“Trust

is the most important currency online, so to build it we adhere

to three principles of open information: value,

transparency, and control”

Google Senior VP, Product Management Jonathan Rosenberg's essay, The Meaning of Open, published on the Offical Google Blog

Social Business...Trust Osmosis

Trust

Trust

“Only timely and relevant communications”

Social Media is “Customer Relationship Management”

Brands are now...

Broadcasters

Content

Publishers

Media

Think Data. Carefully.

Expect 30+% of all Advertising to shift to digital, interactive, mobile, social, video, in the next 2 years *with local variations

Action Item:

Lead - don’t follow

Count on this to fuel your success

First Step: Listen

Marketers are Remixers

Marketing = Staging Experiences

Around the core...!

email me at [email protected]

twitter.com/gleonhardfacebook: gleonhard

Thanks for your attention!