CME13 Gerd Leonhard: Future of Content and Marketing
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The document summarizes key trends in content and marketing over the next 5 years. It notes that everything will be connected, intelligent, in real-time and personalized. Interfaces will provide unprecedented access to content through new forms of interaction beyond typing like talking and thinking. There will be an explosion in content but determining what's relevant will be challenging. Storytelling, visual content and automated translation will rise. Traditional advertising of interrupting and manipulating people will decline as privacy and permission become priorities. Data and artificial intelligence will be used to provide helpful, engaging and additive experiences for people rather than just targeting and selling to them. Brands will need to focus on building trust, expertise and participating with people in order to be relevant and get attention
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CME13 Gerd Leonhard: Future of Content and Marketing
- 1. FuturistGerd.com The Future of Content and Marketing: the next 5 years
- 2. Science Fiction today - ‘normal’ tomorrow Video Source: Cisco via Youtube
- 4. TA” E DA HUG “ TING RGE L TA OTA T TING MPU -CO LTRA U NTS AGE ECHRT T A ENCE SM LLIG INTE CIAL TIFI SION AR XPLO ITY E BIL MO TECH VIDERS PRO OMPANIES MEDIA C CONTENT CREATORS BRANDS
- 5. The future is already here! Everything: Connected Intelligent Real-time Personalized Cross-platform
- 6. Interface Revolutions: unprecedented access to content
- 7. 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
- 8. Content Explosion Tsunamis of Noise Image thanks to http://www.beachandisland.net/destinations-in-hawaiian-islands/
- 12. Storytelling is what makes us human (marketing, too:)
- 13. “Machine Thinking” Treating ‘consumers’ like mere algorithms is a very bad idea.
- 15. Vizuality on the rise everywhere
- 16. Coming soon: automated language translation
- 17. The Death of Interruption
- 18. 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
- 19. Instead, it’s more about observing, listening, engaging
- 20. Past Advertising: Track. Target. Tempt or Terrorize.
- 21. Logic of the Past Dazzle them Addict them Flood them Sell them
- 22. If we don’t pay we are the content : is the Faustian bargain becoming less attractive
- 23. Privacy is a human right, and marketing must support this http://www.futuristspeaker.com/2012/05/inventing-our-next-great-scarcities/
- 24. SoLoMo: it’s all about permission, control, value
- 25. Nearing the end of the Faustian Bargain: fantastic ‘free’ stuff paid with attention & personal data (users becoming ‘content’) Image via Popsci.com
- 26. The shift from ‘everything for free’ to ‘relevant and valuable’
- 28. The content industry is finally shifting away from the paradoxical ‘it’s either free and illegal or very expensive and hard-to-do’ attitude “M ANAGED D ISSATISFACTION ”
- 29. “Managed Dissatisfaction” is no longer a plausible option Reed 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”
- 30. Welcome to the End of Attention Monopolies
- 31. Full-speed towards the cliff: the incumbent’s curse? Red Truck Photo by cogdogblog - http://flic.kr/p/dFejMr
- 33. Industrial & Mechanical ☯ Digital & Exponential
- 35. So how do brands (people) actually change?
- 36. 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
- 37. On the TV, consumers’ ‘job’ was to consume On mobile devices and tablets our ‘job’ is to engage
- 38. Huge opportunities for Content Marketing - but not for ‘better mousetraps’
- 39. 2 dying paradigms Photo by iamos - http://flic.kr/p/5uUFSo
- 40. The new paradigm
- 42. Trust Technology
- 44. Knowledge. Wisdom. Learnings. Relevance. Depth. Stories. Context. Timeliness. Respect. http://pinterest.com/pin/197876977350036245/
- 46. Intuitive interfaces, deep data, artificial intelligence = addictive goodness:) http://techcrunch.com/2013/09/26/google-improves-knowledge-graph-with-comparisons-and-filters-brings-cards-to-mobile-search-adds-cross-platform-notifications/
- 47. Ultra-smart intelligent agents: a certain marketing future ‘Virtual assistants’ or ‘digital butlers’
- 48. The Data Economy will be bigger than the Oil Economy Data becomes the global currency
- 49. Big Data is defined as the exponential growth of data in regards to: Variety Volume Velocity Virality Value
- 50. For brands, digitally ‘seeing things’ is an absolute must-have... Image via Popsci.com
- 52. Now, everyone is in the Data Business, one way or the other Intelligence, Permission, Trust, Control
- 53. It’s increasingly less about ‘having distribution’ ...and more about Attention and Participation
- 54. A new concept for advertising: sustainability Longevity?
- 56. I hope you are excited about the future - and ready to transform!
- 57. TA” E DA HUG “ ING GET TAR TAL TO TING MPU -CO LTRA NTS U -AGE ECH RT T NCE A SM LIGE TEL L IN ICIA TIF SION AR PLO Y EX ILIT MOB
- 58. Thanks for your time and attention... Now, let’s talk! Visit FuturistGerd.com or GerdCloud.com to download this PDF (and many others incl. my free books)