the future of marketing in a broadband culture (fodm conference london)
DESCRIPTION
This is the PDF of a presentation I gave at eConsultancy's annual Future of Digital Marketing conference in London, see http://econsultancy.com/events/future-of-digital-marketing Topics: why and how data is the new oil, why we need to talk about privacy when we talk about marketing, what are the effects of broadband culture, and much moreTRANSCRIPT
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www.mediafuturist.comwww.twitter.com/gleonhard
Broadband Culture (R)evolutions: Digital marketing Foresights and Future Scenarios
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Until now, we were just tuning up...
Expect 30+% of all Advertising to
shift to digital, interactive,
mobile, social, video, in the
next 2-3 years
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Do we still need “Advertising” once we
are all connected?
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Everyone connected: the other 3 Billion are coming!
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“Not necessarily harmony, peace and quiet, but huge involvement in
everybody else’s affairs” Marshall McLuhan
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Everyone. Everywhere. Anytime.
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Complete Net/Mobile <>MeatSpace Convergence
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But this is not about technology
Source: Slideshare.net
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Networked Business: exploding
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Connectivity + Mobile + Social is changing the very definition of Marketing and Commerce
Youtube.com/user/ScholzundFriends
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Image licensed from sevensheaven.nl
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Watering Cans <••> Sprinkler-Systems
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Distributed Commerce - Social Commerce
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Distributed & De-centralized:
StoriesProduction | Creation | R&D
MarketingDistribution
SellingPublic Relations Communication
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Examples: Distributed Marketing
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Links are the Currency
Soon, brands are either networked, or invisible i.e....ignored.
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The future is not linear but organic
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The future: permanent betas
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Data is the new Oil
Image licensed from sevensheaven.nl
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2 clear mid- to long-term trends:
In Commerce, the importance of many physical things will decline -
and almost anything ‘digital’ will grow
In Media, anyone providing only ‘copies’ will also decline in
importance; anything that provides context, relevance and ‘real
experiences’ will grow
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We can no longer talk about Marketing without talking about Privacy
Image licensed from sevensheaven.nl
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On cable, the Networks ruled
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In a Broadband World, the Users - and their Amplifiers - rule *
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Whatever you are selling,you are in the Audience Business
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Leaders become Connectors - not just ‘Directors’
Brands
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The End of Noise | Interruption | Lies
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Filters will matter more than ever!
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Engaged. Mobile. Social. Emotional
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WithVertisingThruVertisingContVertisingMeVertising
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Future of Marketing: Keywords
When I’m out and aboutWith(in) my tribe
Strangers & people like meAt the right time, always
With complete transparencyUnder my exclusive control
Because I (do / don’t) trust u
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The Future of Selling: Involving the Users
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Making personal connections... being part of a tribe....
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The Future of Selling: Giving something...?
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Meet my most successful Marketing Partners
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Summary
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email me at [email protected]
Twitter: gleonhardFacebook: gleonhardLinkedIn: gleonhard
Thanks for your attention!