cme13 gerd leonhard: future of content and marketing
DESCRIPTION
Een verslag van de Content Marketing Experience 2013 is te lezen op de Content Marketing Blog: http://contentmarketingblog.nl/?p=469TRANSCRIPT
“HUGE DATA”
TOTAL TARGETING
ULTRA-COMPUTING
SMART TECH-AGENTS
ARTIFICIAL INTELLIGENCE
MOBILITY EXPLOSION
BRANDSMEDIA COMPANIES
TECHPROVIDERS
CONTENTCREATORS
Interface evolutions: from type to talk to blink to think“Search engines won’t wait for you to ask for information.
They will know you like a friend, aware of your concerns and interests at a detailed level” Ray Kurzweil
Image thanks to http://www.beachandisland.net/destinations-in-hawaiian-islands/
Content ExplosionTsunamis of Noise
http://www.brandnewmedia.co.uk/2012/02/29/the-joy-of-not-being-sold-anything/
Because of exponential progress in ‘big data’ technologies, mobile devices, new interfaces and the rise of artificial intelligence, Information
Superiority is no longer a sustainable advantage for many businesses
http://www.futuristspeaker.com/2012/05/inventing-our-next-great-scarcities/
Privacy is a human right, and marketing must support this
Nearing the end of the Faustian Bargain: fantastic ‘free’ stuff paid with attention & personal data (users becoming ‘content’)
Image via Popsci.com
The content industry is finally shifting away from the paradoxical ‘it’s either free and illegal or very
expensive and hard-to-do’ attitude
“MANAGED DISSATISFACTION”
“Managed Dissatisfaction” is no longer a plausible optionReed Hastings, Netflix CEO on Arrested Development, House of Cards, and the Future of Netflix: Movies + TV: GQ via Quartz.com
“I call this managed dissatisfaction. The traditional entertainment ecosystem is built on it, and it’s a totally artificial concept”
Full-speed towards the cliff: the incumbent’s curse?
Red Truck Photo by cogdogblog - http://flic.kr/p/dFejMr
http://www.futuristspeaker.com/2012/05/inventing-our-next-great-scarcities/
“The greatest danger in times of turbulence is not the turbulence, itself, but to act with yesterday’s logic”*Peter Drucker
Photo by iamos - http://flic.kr/p/5uUFSo
2 dying paradigms
Knowledge. Wisdom. Learnings. Relevance. Depth. Stories. Context.
Timeliness. Respect.
http://pinterest.com/pin/197876977350036245/
http://techcrunch.com/2013/09/26/google-improves-knowledge-graph-with-comparisons-and-filters-brings-cards-to-mobile-search-adds-cross-platform-notifications/
Intuitive interfaces, deep data, artificial intelligence = addictive goodness:)
Ultra-smart intelligent agents: a certain marketing future ‘Virtual assistants’ or ‘digital butlers’
VarietyVolumeVelocityViralityValue
Big Data is defined as the exponential growth of data in regards to:
Now, everyone is in the Data Business, one way or the other
Intelligence, Permission, Trust, Control
“HUGE DATA”
TOTAL TARGETING
ULTRA-COMPUTING
SMART TECH-AGENTS
ARTIFICIAL INTELLIGENCE
MOBILITY EXPLOSION