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
Jan 20, 2015
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
Gerd Leonhard Media Futurist
It’s not about Technology
Emerging cultural practices
Gerd Leonhard Media Futurist
Source: Flickr hillarylmrore
Brands
Content Media
It’s about PEOPLE
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 Broadband Culture
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 ... 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
Gerd Leonhard Media Futurist
Looking up to... ourselves... each other
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
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
Gerd Leonhard Media Futurist
Content UsersContent CreatorsProduct CreatorsService Creators
Co-Creation
Gerd Leonhard Media Futurist
People now pay more to express themselves, and less to consume
Image via flickr.com/photos/spursfan_ace/
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
0
2.5
5.0
7.5
10.0
WasIs
SoonNear Future
Mid-term Future
Copy Based RevenuesAttention Based Revenues
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
Empowered Individuals Incumbent Companies
‘Developing’ Countries ‘Developed’ Countries
Authorized ProfessionalsProfessional Amateurs
Gerd Leonhard Media Futurist
Crowd + Cloud = The Future
Gerd Leonhard Media Futurist
Advertising, Take 2
Permission
RelevanceValue
Rewards
Trust
Gerd Leonhard Media Futurist
Open
Chaotic
Untested
Closed
Safe
Orderly
The Open - ClosedChallenge
Gerd Leonhard Media Futurist
Open
Chaotic
Untested
Closed
Safe
Orderly
It’s all in the Mix and in the timing
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!