the future of branding in a connected world

The Changing Face of Media & BrandingHow can Brands best use Technology?

‣ Futurist‣ Strategist‣ Author & Blogger

www.mediafuturist.comtwitter.com/gleonhard

Is your Branding / Marketing / Advertising based on a Connected World or is it still

based on disconnected ‘consumers’?

Broadband Culture

Connected people ‘consume’ differently

The ‘connected consumer’ challenge

Was Is Will Be5

50

100100

50

10

TimeChoices

Maybe we only needed traditional Advertising &

Marketing because we were

Not Connected

A Mobile, Always-on, Connected Culture

Dead & gone: one-way communications from a non-trusted source

Source: Flickr.com-trustrocks

Global Trust Shift

• This recession is not cyclical - it is generating vast

structural changes: what was before is not coming back!

• Social Media & Social Content inevitably brings

us Social Business

• We are moving from trusting companies,

brands, government... to trusting ‘People like

Me’ i.e. trusting who & what is in My Network

Economic CrisisBroadband CultureMobility

Trust Trends

Source: DDB

What can we learn from this?

OpennessAttraction (Magnetism)

Trust

The essential choice we all face: Openness versus Control

In a connected world, Openness is a decisive virtue The Degree of Openness and

your Revenue Growth Rate will be directly related

The switch from Closed to Open: Software

The switch from Closed to Open: News Media

Remember...?

Now...

Push Objects Pull Objects

Control 2.0 is...TrustFrom protecting the brand to

projecting the brand.

Interruption only costs MoneyEngagement costs Control

But

Do we really have a choice but to trust?

Social Business

Following: The new Marketing Paradigm

AttentionTransfer

What is Marketing?

New kinds of Brand Narratives...

• Don’t memorize - find!• Find: when and where you need

it - not before• Location and Timing• Augmented Reality• Cloud services: links not storage!

Real-Time is becoming crucial

The ‘Realtime Web’ Opportunity

Now Personal

Relevant

Here

Recommended

Imagine...Web-Native Brands

Expect rad ica l habi t changes when the techno logy actua l l y works

REVENUE

How long will it take for real behavior changes?

NewsReader Game-Pad Image ViewerTVRadio Phone Message-CenterLibrary

Wallet

New $$$ streams

Attention KernelsDigital Breadcrumbs

Mouse ExhaustClick-Trails

★ email me at gerd@mediafuturist.com★ twitter.com/gleonhard★ facebook: gleonhard★ more presentations at

www.mediafuturist.com

Thanks for watching!