the future of marketing - what will marketing look like in 2021?
TRANSCRIPT
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What will marketing look like in 2021?
The Future of Marketing
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“Human society will change morethe coming 20 years…
Gerd Leonhard, Futurist & Humanist
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“Human society will change morethe coming 20 years…
than the last 300 years”
Gerd Leonhard, Futurist & Humanist
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#20thoughts
We now live in a world of exponential technological change
2017 is the turning point
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2017 is the
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2017 is the
TURNING POINT
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2017 is the
TURNING POINT of this Exponential Change.
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#20thoughts
Source: Frank Diana, 2017
Change appeared to go slow, but now everything will now begin to change,
all at the same time
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#20thoughts
In 2025, quantum computing will reach human brain computing capacity
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#20thoughts
In 2050 it will equal the computing power of ALL HUMANS on earth.
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#20thoughts
Algorithms will impact1 billion human jobs in 2020
Source: Above and Below the API, Forbes, 2015
20202005
Jobs Automation&
Robots
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#20thoughts
Cheap sensors allow everything to become SMART.
Just put smart in front of everything.
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#20thoughts
Everything is abundantly available. Everything goes to the cloud.
Money. Books. Governments. Cities.
Content becomes essentially free.
Image Source : Gerd Leonhard, Futurist & Humanist
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#20thoughts
With everything being abundantly available, people change from owning ‘stuff’, to
experiencings ‘stuff’
People want experiences.
Image Source : Gerd Leonhard, Futurist & Humanist
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#20thoughts
Images
Speech
7%
4%
Source: Andreessen Horowitz, Mei 2017
28% errors
26% errors
Self-learning machines are better than humans, already today.
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Image recognition by computers is betterthan humans, today.
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Image recognition by computers is betterthan humans, today.
Computers recognize voices, not just speech, today.
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#20thoughts
You can ask anything, using smart ”agents”
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#20thoughts
The smartphone becomes your VISUAL search box.
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#20thoughts
Live 360° video streaming teleports experiences to VR headsets, on
the other side of the world
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#20thoughts
Physical worlds are turned into VR 4D experiences.
Image Source : The VOID, NYC
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#20thoughts
Pricing of robots fall from 30.000 EUR to 1000 EUR
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#20thoughts
Extreme realistic chat-bots are in use by the Australian government,
powered by IBM Watson.Image Source : Soul Machines
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#20thoughts
Mobile devices get precise location tracking & spatial computing capabilities
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#20thoughts
This makes exact location guidance possible, already today.
Image Source : Google IO Conference, 2017
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#20thoughts
In only a few years from now, smartphone sales will decline, to be eventually be
replaced by smart glasses.
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#20thoughts
The new user interface will be our eyes, where we control the interface with
our intend.
Image Source : Eyefluence, bought by Google in 2016
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#20thoughts
Websites>> Apps >> Messaging >> Assistants
By 2020 websites and apps become less important
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In 2019, 20% of all brands will start abandoning their mobile apps, in favor of
progressive and instant apps
Source: Gartner, 2017
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What is REALLY?happening here
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#20thoughts
The interface is dissapearing
type
Mainframe
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#20thoughts
The interface is dissapearing
type
Mainframe
click
Mouse
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#20thoughts
The interface is dissapearing
type
Mainframe
touch
Smartphone
click
Mouse
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#20thoughts
The interface is dissapearing
type
Mainframe
speakmovelook
Mixed reality
touch
Smartphone
click
Mouse
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#20thoughts
The interface is dissapearing
type
Mainframe
speakmovelook
Mixed reality
think
Brainwave
touch
Smartphone
click
Mouse
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WHENis this going to happen
?
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#20thoughts
Years from now, not decades
Source: World Economic Forum, Six megatrends, September 2015
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So the big question is….
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So the big question is….What will marketing look
like in 2021?
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#20thoughts
Everything will be about technology
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#20thoughts
We’ll move from products to total experiences
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#20thoughts
From brands to platforms
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#20thoughts
Nike+ is opening their fitness data to
3rd party developers.
Gillette lets men try on virtual beards and connects them with 3rd party products & services.
General Electric opens sensor data of their
products to 3rd party suppliers.
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And finally, what will your marketing
JOB look like in 2021
?
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Marketing organization haven’t changed that much in the last 40 years.
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Marketing organization haven’t changed that much in the last 40 years.
That is about to change.
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Marketing organization haven’t changed that much in the last 40 years.
That is about to change.
DRASTICALLY.
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Everything that can be digitized and automated, will be replaced by
Artificial Intelligence.
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Everything that can be digitized and automated, will be replaced by
Artificial Intelligence.
The reverse is also true…
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Everything that cannot be digitized and automated, will become
EXTREMELY
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Everything that cannot be digitized and automated, will become
EXTREMELY
VALUABLE
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#20thoughts
Top 5 skills
2015 20211. Solve complex problems2. Coordinate with others3. People management4. Critical thinking5. Negotiate
1. Solve complex problems2. Critical thinking3. Creativity4. People management5. Coordinate with others
Source: Future of Jobs Report, World Economic Forum, 2016
Such as critical thinking and creativity.
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#20thoughts
And fluid teams
Multiple disciplinesFlexible roles and responsibilitiesBuild for speed and agilityCreative use of art, science and technologySet-up and dismantled when needed
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#20thoughts
Strategic thinkers become critical to success
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#20thoughts
The era of the right brain has arrived
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#20thoughts
Creativity in content, data, technology & strategy becomes crucial
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#20thoughts
How can you
PREPAREfor 2021 ?
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