creating value with content: the future of marketing & advertising, by gerd leonhard sydney...

Content 2.0 and the Future of Marketing & Advertising

‣ Futurist‣ Strategist‣ Author & Bloggerwww.mediafuturist.comtwitter.com/gleonhard

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www.mediafuturist.comtwitter.com/gleonhard

Clients such as IBM, Google, Nokia, DDB, Sony BMG, Orange / France Telecom, BBC, ITV, RTL,

The European Commission, TribalDDB, Omnicom, Siemens,

Kuoni, Reed Midem etc

What I do:

Get ready for...

Image via: kk.org

Like the printing press 600 years ago...

+

=

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Connected people ‘consume’ differently

It used to be: Dominate and win!

Basically... our world has been pretty much top-down until now

....until now

The TV Generation The Net Generation

Reaching Millions of People at the same time - with the same content or message or... advertisement

Reaching the perfect 100 people that each

reach 100 people that each reach 100

people...

•“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

Connected people ‘consume’ .... Not;)

Sharing is the key driverReal-Time Everything

The Link Economy

Culture of Participation

Meritocracy

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?

Maybe we only needed traditional Advertising &

Marketing because we were

Not Connected

And we will have to get used to monetary value being derived in many new forms!

IBM

Self Publishing (Expression...?) on Steroids

Location Location Location

• Don’t memorize - find!• Find: when and where you need

it - not before• Location and Timing• Augmented Realtime Data• Cloud services: links not storage!

Real-Time is becoming crucial

Social search and peer navigation

And yes, everyone everywhere will be...

Marketing will be sourced this way, too

We are in the midst of re-defining:

People subscribe to People

Source: iStockphoto.com

The biggest opportunities are

in connecting the Cloud with the

Crowd

•Control is no longer really feasible, and is quickly being replaced with Trust

•Data is the new Oil•Privacy is the next major issue

Command & Controlis becoming

Coordinate & Cultivate*Thomas Malone “The Future of Work”

ContentConversations

Attention

Data Usage Engagement

(Trans)Action

= Advertising

= Content

Push Objects Pull Objects

“I need to have conversations with my

community, make my product as attractive as possible, and

set it free as much as possible

“I need to get my message out to as many people as

possible, as quickly as possible”

Was...

Will be

Great User Interface & User Experience changes everything

The Mobile Use *fka

‘Consumption’ of Digital Goods is the #1

growth story of the next decade

My Keywords for mobile 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

NewsReader Game-Pad Image ViewerTVRadio Phone Message-CenterLibrary

Wallet

So will people read like this?

2012 Book Publishing Revenues:

$43 Billion in U.S. (BISG) $120 Billion Global (est)

It used to be...

Premium“Option”“Extra”

Default

Soon...

DefaultStandardThe new ‘Normal’

The New Premium

If Access replaces Ownership as Default...

AccessEmbodiment

Experience

AccessBundles

How will access to content be paid for?

Paid by 3rd PartiesFlat-Rates

A crucial shift in the content industries:

• 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!

New Content Industry Generatives

But beware...

The ‘new’ $$$

Attention KernelsDigital Breadcrumbs

Mouse ExhaustClick-Trails

AttentionTransfer

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.

Great for us as Users fka Consumers

Not so great for the creators?

But what are we actually paying for...?

Some answers to the ‘Free’ Challenge

Source: Chris Anderson, Wired

Freemium and New Generatives: Pandora

Convenience

Personalization

Packaging

Premium Experience

‘Paying for Privacy’

Convenience

The Future of Content

OpenMobile

ConnectedCollaborative

Interdependent

It’s hard to ‘own’ a copy now butYou can own the

Context, the Meaning, the Relevance, the

Experience, the Embodiment, the

Timing...

A key opportunity for trusted parties

The new Marketing Paradigm

Interruption costs MoneyEngagement costs Control

Summary

★ email me at gerd@mediafuturist.com★ twitter.com/gleonhard★ facebook: gleonhard★ more presentations at

www.mediafuturist.com

Thanks for watching!