the future of branding in a connected world
DESCRIPTION
The Pdf from my presentation at the Canvas8 event in London, Sept 9, see http://www.eventbrite.com/event/412941118 Topics: the trend towards Open. Social Media >> Social Business? No longer captive 'consumers'. Push objects vs Pull objects. From Control to Trust. Interruption costs Money - Engagement costs Control. Data is the new Oil. Following = the new Marketing Paradigm... and more at http://www.mediafuturist.com/branding/TRANSCRIPT
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 [email protected]★ twitter.com/gleonhard★ facebook: gleonhard★ more presentations at
www.mediafuturist.com
Thanks for watching!