These are the slides from my presentation in Sydney, August 18, see http://bit.ly/l6NZH From the event description: "Futurist Gerd Leonhard will talk about the key trends and developments from around the globe, depict the most likely scenarios in the next 3-5 years, and describe opportunities that will arise from the global change to a networked and fully converged ecosystem of Content & Media, Marketing and Advertising" Some high-lights: * We are only beginning to understand the huge shift from disconnectePicture 20d to connected 'consumers' * Connected people act / consume / behave / communicate VERY differently * Mobile broadband-powered content sharing is going to reset the content industries * The disruption has only just begun * Captive consumers are rapidly vanishing * Advertising and marketing as we knew it is no longer going to work * Advertising IS CONTENT

1. Content 2.0 and the Future of
Marketing & Advertising
‣ Futurist
‣ Strategist
‣ Author & Blogger
www.mediafuturist.com
twitter.com/gleonhard

2. What I do:
‣Understand Clients such as IBM, Google,
‣Imagine Nokia, DDB, Sony BMG, Orange /
France Telecom, BBC, ITV, RTL,
‣Translate The European Commission,
TribalDDB, Omnicom, Siemens,
www.mediafuturist.com Kuoni, Reed Midem etc
twitter.com/gleonhard

3. Get ready for...

5. Image via: kk.org

6. Like the printing press 600 years ago...

7. =
+ +

8. Connected people ‘consume’ differently

10. It used to be: Dominate and win!

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

12. ....until now

13. The TV Generation The Net Generation
Reaching Millions of Reaching the perfect
People at the same 100 people that each
time - with the same reach 100 people
content or message that each reach 100
or... advertisement people...

14. •“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

16. Connected people ‘consume’ .... Not;)
The Link Economy
C ulture of Participation
Meritocracy
Real-Time Everything
Sh aring is the key driver

18. 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?

19. Maybe we only needed
traditional Advertising &
Marketing because
we were
Not
Connected

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

21. Self Publishing (Expression...?) on Steroids

22. Location Location Location

23. Real-Time is becoming crucial
• Don’t memorize - find!
• Find: when and where you need
it - not before
• Location and Timing
• Augmented Realtime Data
• Cloud services: links not storage!

24. Social search and peer navigation

25. And yes, everyone everywhere will be...
Marketing will be sourced this way, too

27. We are in
the midst of
re-defining:

28. People subscribe to People
Source: iStockphoto.com

29. The biggest opportunities are
in connecting the
Cloud with the
Crowd

30. •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 & Control
is becoming
Coordinate & Cultivate
*Thomas Malone “The Future of Work”

31. (Trans)Action
Data Usage Engagement
Attention
Conversations
Content

32. = Content
= Advertising

33. Push Objects Pull Objects

34. “I need to get my message
out to as many people as
possible, as quickly as
possible”
“I need to have
conversations with my
community, make my product
as attractive as possible, and
set it free as much as
possible

36. Was...

37. Will be

38. Great User Interface & User
Experience changes everything

39. The Mobile Use *fka
‘Consumption’ of Digital
Goods is the #1
growth story of the
next decade

40. 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

41. Radio TV Phone Library Message-Center
NewsReader Game-Pad Image Viewer Wallet

43. So will people read like this?
2012 Book
Publishing Revenues:
$43 Billion in U.S. (BISG)
$120 Billion Global (est)

44. It used to be...
Premium
“Option”
“Extra”
Default

45. Soon...
The New
Premium
Default
Standard
The new
‘Normal’

46. If Access replaces Ownership as Default...

47. Experience
Embodiment
Access

48. How will access to content be paid for?
Paid by 3rd Parties
Flat-Rates
Bundles
Access

50. New Content in the content industries:
A crucial shift Industry Generatives
• 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!

51. But beware...

52. The ‘new’ $$$
Attention Kernels
Digital Breadcrumbs
Mouse Exhaust
Click-Trails

53. Attention
Transfer

54. 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.

55. Great for us as Users fka Consumers
Not so great for the creators?

56. But what are we actually paying for...?

57. Some answers to the ‘Free’ Challenge
Source: Chris Anderson, Wired

58. Freemium and New Generatives: Pandora
Convenience Premium Experience
Personalization ‘Paying for Privacy’
Packaging Convenience

60. The Future of Content
Open
Mobile
Connected
Collaborative
Interdependent

61. It’s hard to ‘own’ a copy now but
You can own the
Context, the Meaning,
the Relevance, the
Experience, the
Embodiment, the
Timing...

62. A key opportunity for trusted parties

63. The new Marketing Paradigm

64. Interruption costs Money
Engagement costs Control

65. Summary

66. Thanks for watching!
★ email me at gerd@mediafuturist.com
★ twitter.com/gleonhard
★ facebook: gleonhard
★ more presentations at
www.mediafuturist.com