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A Brief History of the Future: Marketing Like a Human in an Age of Bits & Bots

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A look at what we might expect from marketing in 2025, as millennials dominate the workforce and the digital natives of Generation Z graduate from college and begin their careers. Presented to a conference focused on continuing legal education (ACLEA), this talk looks at the future through the lens of law firm marketing. Marketers are always chasing the latest technology to reach consumers, but those same consumers always find new ways to filter marketing out: from the mute button to ad blockers. No matter what kind of technology is available in 2025, the best marketing will still be built on human-to-human relationships.

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A Brief History of the Future: Marketing Like a Human in an Age of Bits & Bots

  1. 1. A BRIEF HISTORY OF THE FUTURE MARKETING LIKE A HUMAN IN AN AGE OF BITS & BOTS SLIDESHARE.NET/CARMENHILL #ACLEASEA @CARMENHILL
  2. 2. HURT IN A HORSELESS CARRIAGE ACCIDENT? LEGAL DISCLAIMER: NOT A REAL LAWYER AD
  3. 3. ADVERTISEMENTS AND OTHER “SELF-LAUDATION OFFEND THE TRADITIONS AND LOWER THE TONE OF OUR PROFESSION AND ARE REPREHENSIBLE.” 1908 Canons of Professional Ethics
  4. 4. 1976 LEGAL DISCLAIMER: NOT REALLY JOHN BATES & VAN O’STEEN
  5. 5. LEGAL DISCLAIMER: NOT REALLY JOHN BATES & VAN O’STEEN
  6. 6. BATES V. STATE BAR OF ARIZONA
  7. 7. “THE BELIEF THAT LAWYERS ARE SOMEHOW ABOVE ‘TRADE’ IS AN ANACHRONISM, AND FOR A LAWYER TO ADVERTISE HIS FEES WILL NOT UNDERMINE TRUE PROFESSIONALISM.”
  8. 8. GOOGLE IMAGE SEARCH
  9. 9. GOOGLE IMAGE SEARCHGOOGLE IMAGE SEARCH
  10. 10. GOOGLE IMAGE SEARCH
  11. 11. GOOGLE IMAGE SEARCH
  12. 12. BACK TO THE FUTURE MEET THE CLASS OF 2025
  13. 13. ‘GENERATION Z’ Y2K World Wide Web 1998 2000 2004 201620061989 2002 2008 2010 2012 2014
  14. 14. Image: Gaping Void
  15. 15. GENERATION Z Source
  16. 16. “PEOPLE TALK A LOT ABOUT THIS GENERATION HAVING A SHORT ATTENTION SPAN. THAT’S EXACTLY WHAT GROWN-UPS SAY WHEN THEY DON’T UNDERSTAND SOMETHING.” Mimi Turner, Marketing Director, The Lad Bible GENERATION Z Link
  17. 17. MILLENNIALS
  18. 18. 0.06%chance that you will click on a banner ad Source
  19. 19. 41%of millennials will never see your ad Source
  20. 20. 41%of 18 to 34 year-olds use SnapChat Source
  21. 21. SNAP WHAT?
  22. 22. We are here
  23. 23. “DON’T YOU DARE CORRUPT SNAPCHAT WITH ADS. IF YOU DO I’LL HARDCORE DELETE THAT APP!” Hannah Jillayne, Real Millennial (and friends)
  24. 24. POKÉMON GO ‣ More than 20 75 million downloads so far ‣ More active daily users than Twitter ‣ More minutes per day than Facebook mobile app Source
  25. 25. ‣ More than 20 75 million downloads ‣ More active daily users than Twitter ‣ More minutes per day than Facebook mobile app POKÉMON GO Source
  26. 26. “TODAY BOTH OLDSTER AND YOUNGSTER LAWYERS ARE BATTLING FOR THE SAME SLICE OF THE SHRINKING PIE.”  “Old Lady Lawyer” Jill Switzer, Above the Law BATTLE OF THE AGES Link
  27. 27. Link BRYAN WILSON, “THE TEXAS LAW HAWK”
  28. 28. Link “WILDEST & MOST DANGEROUS COMMERCIAL YET”
  29. 29. Link VIDEOS & MERCHANDISE
  30. 30. Link FREE WITH A DUI DEFENSE?
  31. 31. “OH MY GOD, I HAVE TOO MANY CLIENTS RIGHT NOW.” Bryan Wilson, Texas Law Hawk D MAGAZINE, APRIL 2016 #OMG Link
  32. 32. Link
  33. 33. SO WHAT’S NEXT? 2025
  34. 34. Link
  35. 35. WEARABLE
  36. 36. “OVER THE NEXT 10 YEARS MOST MARKETING WILL BECOME LIKE AMAZON RECOMMENDS 
 ON STEROIDS.” THE GUARDIAN WHAT WILL ADVERTISING IN 2025 LOOK LIKE? Link
  37. 37. AUGMENTED VIRTUAL SMART Photo: Nan Palmero, Creative Commons
  38. 38. “THE IPAD OF TOMORROW COMES WITH BUCKET SEATS.” AdWeek CARS AS THE NEXT MUST-HAVE MOBILE DEVICE… Link
  39. 39. 90% OF CARS WILL BE CONNECTED TO THE INTERNET Link
  40. 40. Link
  41. 41. LinkLink
  42. 42. Source
  43. 43. DIGITAL MEGATRENDS FRACTURED THE FUTURE OF LEGAL MARKETING WILL BE
  44. 44. DIGITAL MEGATRENDS FILTERED THE FUTURE OF LEGAL MARKETING WILL BE
  45. 45. DIGITAL MEGATRENDS ALWAYS ON THE FUTURE OF LEGAL MARKETING WILL BE
  46. 46. THAT’S WRONG!
  47. 47. I CAN MAKE IT LEGAL!
  48. 48. SOURCES ▸ Slide 15: Image (used with permission): Gaping Void ▸ Slide 16: Altitude Inc., 6 Keys to Understanding Your Next Customer ▸ Slide 17: Marketing Week: Debunking the Four Myths of Generation Z ▸ Slide 18: Sacunas: The Next Generation of B2B ▸ Slide 20: Google, Display Benchmarks Tools ▸ Slide 21: PageFair, The 2015 Ad Blocking Report ▸ Slide 22: Nielsen for SnapChat Ads ▸ Slide 27/28: Recode, How Many People Are Actually Playing Pokémon Go ▸ Slide 29: Above the Law: Battle of the Ages ▸ Slide 30-33: Texas Law Hawk ▸ Slide 34: D Magazine, How the Texas Law Hawk Landed in a Super Bowl Ad ▸ Slide 36: GeekWire, Bot that helps people in UK and NYC fight traffic tickets coming to Seattle this fall ▸ Slide 40: The Guardian, The Future of Advertising: What Will 2025 Look Like? ▸ Slide 42: AdWeek, What Marketers Need to Know About Cars as the Next Must-Have Mobile Device ▸ Slide 43: CNN, 'Augmented-reality' windshields and the future of driving ▸ Slide 44: The Verge, Google’s self-driving car got pulled over for driving too slow ▸ Slide 45:Time, Here’s a Dog Driving a Tesla ▸ Slide 46: Moses & Rooth, How People Find Lawyers in 2015 #ACLEASEA SLIDESHARE.NET/CARMENHILL @CARMENHILL
  49. 49. WHILE YOU’RE WAITING…

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