Creating value with Content: the Future Of Marketing & Advertising, by Gerd Leonhard Sydney 8-18-2009

50 %
50 %
Information about Creating value with Content: the Future Of Marketing & Advertising, by...
Business & Mgmt

Published on August 19, 2009

Author: gleonhard



These are the slides from my presentation in Sydney, August 18, see

From the event description: "Futurist Gerd Leonhard will talk about the key trends and developments from around the globe, depict the most likely scenarios in the next 3-5 years, and describe opportunities that will arise from the global change to a networked and fully converged ecosystem of Content & Media, Marketing and Advertising"

Some high-lights:

* We are only beginning to understand the huge shift from disconnectePicture 20d to connected 'consumers'
* Connected people act / consume / behave / communicate VERY differently
* Mobile broadband-powered content sharing is going to reset the content industries
* The disruption has only just begun
* Captive consumers are rapidly vanishing
* Advertising and marketing as we knew it is no longer going to work
* Advertising IS CONTENT

Content 2.0 and the Future of Marketing & Advertising ‣ Futurist ‣ Strategist ‣ Author & Blogger

What I do: ‣Understand Clients such as IBM, Google, ‣Imagine Nokia, DDB, Sony BMG, Orange / France Telecom, BBC, ITV, RTL, ‣Translate The European Commission, TribalDDB, Omnicom, Siemens, Kuoni, Reed Midem etc

Get ready for...

Image via:

Like the printing press 600 years ago...

= + +

Connected people ‘consume’ differently

It used to be: Dominate and win!

Basically... our world has been pretty much top-down until now

....until now

The TV Generation The Net Generation Reaching Millions of Reaching the perfect People at the same 100 people that each time - with the same reach 100 people content or message that each reach 100 or... advertisement people...

•“Empowering People” i.e. the consumers i.e. the users is the winning theme everywhere • API Culture is booming: “Build yours with mine” • A lot of what used to cost money is becoming ‘free’ (eMail, phone calls, news, games, music...) • Sharing explodes • Interruption-Marketing becomes ‘Mission Impossible’ • Captive audiences are are thing of the past

Connected people ‘consume’ .... Not;) The Link Economy C ulture of Participation Meritocracy Real-Time Everything Sh aring is the key driver

Advertising is Content - We can't think of ads as separate ‘stuff’ any more. The captive audiences are vanishing - so who do we desire to interrupt?

Maybe we only needed traditional Advertising & Marketing because we were Not Connected

And we will have to get used to monetary value being derived in many new forms! IBM

Self Publishing (Expression...?) on Steroids

Location Location Location

Real-Time is becoming crucial • Don’t memorize - find! • Find: when and where you need it - not before • Location and Timing • Augmented Realtime Data • Cloud services: links not storage!

Social search and peer navigation

And yes, everyone everywhere will be... Marketing will be sourced this way, too

We are in the midst of re-defining:

People subscribe to People Source:

The biggest opportunities are in connecting the Cloud with the Crowd

•Control is no longer really feasible, and is quickly being replaced with Trust •Data is the new Oil •Privacy is the next major issue Command & Control is becoming Coordinate & Cultivate *Thomas Malone “The Future of Work”

(Trans)Action Data Usage Engagement Attention Conversations Content

= Content = Advertising

Push Objects Pull Objects

“I need to get my message out to as many people as possible, as quickly as possible” “I need to have conversations with my community, make my product as attractive as possible, and set it free as much as possible


Will be

Great User Interface & User Experience changes everything

The Mobile Use *fka ‘Consumption’ of Digital Goods is the #1 growth story of the next decade

My Keywords for mobile communications - and the new ‘Advertising’ that will go with it • Devices feel like ...books • Touch / Draw / Zoom UIs and UXs • Always-on, 4 sure (mashed access) • OS / Software on the network • Very low power consumption • Explosion in location-based services • Technology becomes even more invisible

Radio TV Phone Library Message-Center NewsReader Game-Pad Image Viewer Wallet

So will people read like this? 2012 Book Publishing Revenues: $43 Billion in U.S. (BISG) $120 Billion Global (est)

It used to be... Premium “Option” “Extra” Default

Soon... The New Premium Default Standard The new ‘Normal’

If Access replaces Ownership as Default...

Experience Embodiment Access

How will access to content be paid for? Paid by 3rd Parties Flat-Rates Bundles Access

New Content in the content industries: A crucial shift Industry Generatives • Content ‘Pre-Web’: Presenting - and selling - professionally produced Content • Content ‘Web-Native’: Presenting - and selling - Context, People, Relevance, Packaging, Timeliness - and all types of Content!

But beware...

The ‘new’ $$$ Attention Kernels Digital Breadcrumbs Mouse Exhaust Click-Trails

Attention Transfer

Imagine this scenario: • Your location is tracked (if and when activated) • Your click-trails are shared (with some, sometimes) • Your opt-ins are 100% voluntary, intentional, deep, real • Your ratings, ‘likes’ and recommendations are available • Your network of peers is available at certain times The new, old deal: Free content in return for your data, your attention, your engagement.

Great for us as Users fka Consumers Not so great for the creators?

But what are we actually paying for...?

Some answers to the ‘Free’ Challenge Source: Chris Anderson, Wired

Freemium and New Generatives: Pandora Convenience Premium Experience Personalization ‘Paying for Privacy’ Packaging Convenience

The Future of Content Open Mobile Connected Collaborative Interdependent

It’s hard to ‘own’ a copy now but You can own the Context, the Meaning, the Relevance, the Experience, the Embodiment, the Timing...

A key opportunity for trusted parties

The new Marketing Paradigm

Interruption costs Money Engagement costs Control


Thanks for watching! ★ email me at ★ ★ facebook: gleonhard ★ more presentations at

Add a comment

Related presentations

Canvas Prints at Affordable Prices make you smile.Visit http://www.shopcanvasprint...

30 Días en Bici en Gijón organiza un recorrido por los comercios históricos de la ...

Con el fin de conocer mejor el rol que juega internet en el proceso de compra en E...

With three established projects across the country and seven more in the pipeline,...

Retailing is not a rocket science, neither it's walk-in-the-park. In this presenta...

What is research??

What is research??

April 2, 2014

Explanatory definitions of research in depth...

Related pages

Creating value with Content: The Future of Marketing and ...

Futurist and Keynote Speaker Gerd Leonhard is blogging about the future. ... Marketing, Content & Media Creating value ... Advertising, by Gerd Leonhard ...
Read more

Creating Value. | LinkedIn

View 33009 Creating Value. posts, presentations, experts, and more. ... Main content starts below. Creating Value. Articles, experts, jobs, and more: ...
Read more

Insights and notes from Creating Value With Content event ...

... blog post Creating value with Content: The Future of Marketing and Advertising (my Sydney ... CREATING VALUE WITH CONTENT. Gerd Leonhard, ...
Read more

Marketing/ Advertising | LinkedIn

Marketing/ Advertising Articles, ... Here’s our top five predictions for the future of digital marketing and advertising ... Geocultural Content ...
Read more

Creating Value With Content 2009 | The Insight Exchange

Creating Value with Content: Strategies for Marketing ... Creating Value With Content 2009; Future of ... Marketing and Advertising.Gerd Leonhard: ...
Read more

Insights and notes from Creating Value With Content event ...

The Insight Exchange’s Creating Value With ... The Future of Marketing and Advertising ... NOTES FROM CREATING VALUE WITH CONTENT. Gerd Leonhard, ...
Read more

The Future of Social Media: video of my PICNIC09 ...

... Speaker Gerd Leonhard is blogging about the future. ... Advertising; Big Data; Branding; Marketing; ... Creating value with Content: The Future of ...
Read more

Content Marketing Institute

Content Marketing Institute ... Advancing the Practice of Content Marketing Events CONTENT MARKETING WORLD ... Creating Preview Videos: ...
Read more

3 posts categorized "Travel industry" - MediaFuturist ...

... Author & Blogger Gerd Leonhard on The Future of Media, Content, ... Creating value with Content: The Future of Marketing and Advertising (my Sydney ...
Read more