a brief history of the future: marketing like a human in an age of bits & bots
TRANSCRIPT
A BRIEF HISTORY OF THE FUTUREMARKETING LIKE A HUMAN IN AN AGE OF BITS & BOTS
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HURT IN A HORSELESS CARRIAGE ACCIDENT?
LEGAL DISCLAIMER: NOT A REAL LAWYER AD
ADVERTISEMENTS AND OTHER “SELF-LAUDATION OFFEND THE TRADITIONS AND LOWER THE TONE OF OUR PROFESSION AND ARE REPREHENSIBLE.”1908 Canons of Professional Ethics
1976
LEGAL DISCLAIMER: NOT REALLY JOHN BATES & VAN O’STEEN
LEGAL DISCLAIMER: NOT REALLY JOHN BATES & VAN O’STEEN
BATES V. STATE BAR OF ARIZONA
“THE BELIEF THAT LAWYERS ARE SOMEHOW ABOVE ‘TRADE’ IS AN ANACHRONISM, AND FOR A LAWYER TO ADVERTISE HIS FEES WILL NOT UNDERMINE TRUE PROFESSIONALISM.”
GOOGLE IMAGE SEARCH
GOOGLE IMAGE SEARCHGOOGLE IMAGE SEARCH
GOOGLE IMAGE SEARCH
GOOGLE IMAGE SEARCH
BACK TO THE FUTUREMEET THE CLASS OF 2025
‘GENERATION Z’
Y2K
World Wide Web
1998 2000 2004 201620061989 2002 2008 2010 2012 2014
“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
MILLENNIALS
0.06%chance that you will click on a banner ad
Source
41%of millennials will never see your ad
Source
41%of 18 to 34 year-olds use SnapChat
Source
SNAP WHAT?
We are here
“DON’T YOU DARE CORRUPT SNAPCHAT WITH ADS. IF YOU DO I’LL HARDCORE DELETE THAT APP!”
Hannah Jillayne, Real Millennial (and friends)
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
‣ More than 20 75 million downloads
‣ More active daily users than Twitter
‣ More minutes per day than Facebook mobile app
POKÉMON GO
Source
“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
Link
FREE WITH A DUI DEFENSE?
“OH MY GOD, I HAVE TOO MANY CLIENTS RIGHT NOW.”
Bryan Wilson, Texas Law Hawk
D MAGAZINE, APRIL 2016
#OMG
Link
SO WHAT’S NEXT?2025
WEARABLE
“OVER THE NEXT 10 YEARS MOST MARKETING WILL BECOME LIKE AMAZON RECOMMENDS ON STEROIDS.”
THE GUARDIAN
WHAT WILL ADVERTISING IN 2025 LOOK LIKE?
Link
AUGMENTED
VIRTUAL
SMART
Photo: Nan Palmero, Creative Commons
“THE IPAD OF TOMORROW COMES WITH BUCKET SEATS.”
AdWeek
CARS AS THE NEXT MUST-HAVE MOBILE DEVICE…
Link
90% OF CARS WILL BE CONNECTED TO THE INTERNET
Link
DIGITAL MEGATRENDS
FRACTUREDTHE FUTURE OF LEGAL MARKETING WILL BE
DIGITAL MEGATRENDS
FILTEREDTHE FUTURE OF LEGAL MARKETING WILL BE
DIGITAL MEGATRENDS
ALWAYS ONTHE FUTURE OF LEGAL MARKETING WILL BE
THAT’S WRONG!
I CAN MAKE IT LEGAL!
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
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