TBWA\Hunt\Lascaris The Future of Advertising
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The document discusses how advertising and marketing are changing in the digital age. It notes that advertising is shifting to digital formats like social media, mobile, and video. Interactivity and engagement are becoming more important than traditional interruptive advertising. Brands need to focus on conversations and experiences rather than just pushing messages. Successful marketing will involve listening to customers and bringing people together in online communities. Within a few years, over 30% of all advertising spending is expected to shift to these new digital and social formats.
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TBWA\Hunt\Lascaris The Future of Advertising
- 1. The Future of Advertising and Marketing Gerd Leonhard Johannesburg, March 29, 2010 www.mediafuturist.com twitter.com/gleonhard
- 4. *but Control ! Money Egosystem ! Ecosystem
- 6. Trust: Risks & Rewards: Example: Ford
- 8. Old ‘Broadcast’ Business: shrinking, and costly
- 10. Welcome to Communication 2.0 De-centralized Mobile Cross-Media Interactive Real-Time
- 11. A key realization: Networked People Innovate Faster
- 13. A Mobile, Engaged, Connected Culture
- 14. Soon: the Mobile becomes ‘The Internet’ s ? e s s in b u U R Y O g e a n ch is ll th wi o w H
- 15. Expect 30+% of all Advertising to shift to digital, interactive, mobile, social, video, in the next 2-3 years
- 16. The rising tide may be delayed but it is coming!
- 18. It used to be... “Option” “Extra” Default
- 19. Soon: The New Premium The new Normal
- 20. Content is first a Service & an Experience - and only then (maybe) a Product.
- 22. How commerce has changed Transaction Transaction Trust Dominance Audience Attention Masses + Attraction & Money = Attention Reach
- 23. Now, Conversation beats Monolog twitter.com/ gleonhard
- 24. A new Marketing Paradigm emerges
- 25. Social Media beats eMail, Video beats Search
- 27. Free gets you to a place where you can get paid. Quote by Fred Wilson, Union Square Ventures www.avc.com
- 28. Advertising / Branding / Marketing 2.0: Interruption costs Money Engagement costs Control
- 32. Social Media is “Customer Relationship Management”
- 33. Noise ! Attraction
- 34. A huge opportunity for Brands & Marketers Source: Ruder-Finn Study Feb 2010
- 35. Magazine Publishers & Tablet Devices
- 36. User Interfaces make all the difference The computer is work. The iPhone is ... kind of work. The iPad / Tablet is... not work
- 37. Advertising for lean-back consumption...just like content
- 38. Expect more of this: Real-Life + Mobile + Internet Imagine what this could do for personalized, engaged, conversational marketing Source: Wikitude / Youtube
- 39. Google Goggles: imagine this with People
- 40. Old
- 41. New Hat tip to Brian Solis TNN: Twitter News Network
- 42. Future of Communication: Keywords When you’re out and about... With(in) your tribe Strangers & people like me At the right time, always With complete transparency Under my exclusive control Because I (do / don’t) trust u
- 43. Our entire media & communications infrastructure - the “Extension of Man” (McLuhan) - is becoming Real-Time
- 44. Do we still need “Advertising” once we are all connected?
- 46. Now: “Stage Experiences” Source: HBR.org
- 47. Source: Flickr Desert Diva
- 48. In this ‘Experience’ - centric world, Storytelling is more crucial than ever before - and the way we tell stories is drastically changing
- 50. versus
- 51. Free gets you to a place where you can ask to get paid. Quote by Fred Wilson, Union Square Ventures www.avc.com
- 52. Hybrid Models in many variations
- 53. The captive audience is dying
- 54. “Trust is the most important currency online, so to build it we adhere to three principles of open information: value, transparency, and control” Google Senior VP, Product Management Jonathan Rosenberg's essay, The Meaning of Open, published on the Offical Google Blog
- 55. Social Business...Trust Osmosis s t Tru ru st T
- 56. “Only timely and relevant communications”
- 57. Social Media is “Customer Relationship Management”
- 58. Brands are now... hers P ublis Broad casters M edia C ont ent
- 60. Expect 30+% of all Advertising to shift to digital, interactive, mobile, social, video, in the next 2 years *with local variations Action Item: Lead - don’t follow
- 61. Count on this to fuel your success
- 64. Marketing = Staging Experiences
- 67. Thanks for your attention! email me at gerd@mediafuturist.com twitter.com/gleonhard facebook: gleonhard