tbwa\hunt\lascaris the future of advertising
DESCRIPTION
The Wall Street Journal called him the "World's leading media futurist." We called him a genius. Gerd Leonhard recently came to TBWA\Hunt\Lascaris JHB to inspire and inform us about convergence the future of marketing.TRANSCRIPT
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The Future of Advertising and Marketing
Gerd LeonhardJohannesburg, March 29, 2010
www.mediafuturist.comtwitter.com/gleonhard
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Control ! Money
Egosystem !
Ecosystem
*but
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Trust: Risks & Rewards: Example: Ford
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Closed vs Open...
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‘Broadcast’ Business: shrinking, and costly
Old
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Networked Business: explodingNew
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Welcome to Communication 2.0
Real-Time
Interactive
Cross-Media
Mobile
De-centralized
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A key realization:
Networked People
InnovateFaster
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A Mobile, Engaged, Connected Culture
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Soon: the Mobile becomes ‘The Internet’
How will
this ch
ange YOUR busin
ess?
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Expect 30+% of all Advertising to shift to digital, interactive, mobile, social,
video, in the next 2-3 years
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The rising tide may be delayed but it is coming!
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Source: Slideshare
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It used to be...
“Option”“Extra”
Default
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Soon:
The New Premium
The new Normal
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Content
is first a Service & an Experience - and only
then (maybe) a Product.
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How commerce has changed
Audience
TrustTransaction
Masses + Money = Reach
AttentionDominance
Transaction
Attraction & Attention
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Now, Conversation beats Monolog
twitter.com/ gleonhard
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A new Marketing Paradigm emerges
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Social Media beats eMail,
Video beats Search
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Stop Pushing
Start Pulling
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Free gets you to a place where you can get
paid.
Quote by Fred Wilson, Union Square Ventures www.avc.com
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Interruption costs MoneyEngagement costs Control
Advertising / Branding / Marketing 2.0:
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Social Media is “Customer Relationship Management”
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Noise ! Attraction
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A huge opportunity for Brands & Marketers
Source: Ruder-Finn Study Feb 2010
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Magazine Publishers & Tablet Devices
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User Interfaces make all the difference
The computer is work.The iPhone is ... kind of work.
The iPad / Tablet is... not work
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Advertising for lean-back consumption...just like content
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Expect more of this: Real-Life + Mobile + Internet
Imagine what this could do for personalized, engaged,
conversational marketing
Source: Wikitude / Youtube
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Google Goggles: imagine this with People
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Old
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NewHat tip to Brian Solis
TNN: Twitter News Network
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Future of Communication: Keywords
When you’re out and about...
With(in) your tribe
Strangers & people like me
At the right time, always
With complete transparency
Under my exclusive control
Because I (do / don’t) trust u
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Our entire media & communications infrastructure - the “Extension of Man” (McLuhan) - is becoming Real-Time
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Do we still need “Advertising” once
we are all connected?
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Now: “Stage Experiences” Source: HBR.org
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Source: Flickr Desert Diva
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In this ‘Experience’ - centric world, Storytelling is more
crucial than ever before
- and the way we tell stories is
drastically changing
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Source: Slideshare
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versus
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Free gets you to a place where you can ask to
get paid.
Quote by Fred Wilson, Union Square Ventures www.avc.com
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Hybrid Models in many variations
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The captive audience is dying
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“Trust
is the most important currency online, so to build it we adhere
to three principles of open information: value,
transparency, and control”
Google Senior VP, Product Management Jonathan Rosenberg's essay, The Meaning of Open, published on the Offical Google Blog
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Social Business...Trust Osmosis
Trust
Trust
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“Only timely and relevant communications”
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Social Media is “Customer Relationship Management”
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Brands are now...
Broadcasters
Content
Publishers
Media
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Think Data. Carefully.
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Expect 30+% of all Advertising to shift to digital, interactive, mobile, social, video, in the next 2 years *with local variations
Action Item:
Lead - don’t follow
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Count on this to fuel your success
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First Step: Listen
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Marketers are Remixers
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Marketing = Staging Experiences
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Around the core...!
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