1. Dietmar
Dahmen
for i
live 2013,
Riga, May
2013

2. This is the handout of my TALK at ilive
2013Convention on May 10th 2013 in Riga.
It is a reminder! If you didn't attend the
EVENT in person...
…it might be Difficult for you to fully
unterstanD this Comic. If so, feel free
to contact me and ask me to explain.
DD@DIETMARDAHMEN.COM
The digital DAys conference was up
and running. I only had 18 Minutes.
There was no time to waste...
Never before was technology accepted
so fast!
from 0 to 1 Billion i 8 years!
1
Hi, my name
is Dietmar
DAhmen and
today, here in
Riga...
… I'm going to
talk about the future
of MARKETING. WE ALL
KNOW THAT ONE-WAY
MARKETING IS passé. THE
CUSTOMERS TODAY ARE USED TO
2-WAY COMMUNICATION. OWNED AND
BOUGHT MEDIA ARE GOOD….BUT
EARNED MEDIA IS MUCH MORE
RESPECTED. USERS RELY ON 10+ SOURCES
WHEN BUYING A PRODUCT OR SERVICE. WE
ARE JUST ONE SOURCE. WE NEED TO BE
RELEVANT!
Also,THE WAY WE COMMUNICATE
TOTALLY CHANGED. MOBILE DEVICES
ARE PART OF OUR LIVES. WE HAVE
OVER 6 BILLION MOBILE
PHONES…AND over
1 BILLION SMART
PHONES!

3. 2
Dietmar Dahmen ilive 2013
Now-ism is very powerful.
We reached 1
Billion phones in
just 6 Years.
Everything gets new
faster… but that means
that everything gets
old faster.
So our life is NOW!
Young people live in
the NOW!
There is even a name
for it: NOW-ISM.
Now-ISM is
emotional.

4. 3
Dietmar Dahmen ilive 2013
This changes
the way we work. The
way we shop. The way we
live. The new target
group is called:
generation connected.
Generation connected
is not a
Demographic.
every MOMENT of
truth is NOW. When you
expect it…like on your
website… and when you
DON't expect it… like at
the superbowl. Be
where the customer
is…. and CONNECT!

5. 4
Dietmar Dahmen ilive 2013
Generation
connected Changes
marketing! G.C. killed the CON-
SUMER. REMEMBER: CON…is the
OPPOSITE! The CON-sumer does
the Opposite of what the
brand does.
We now have a PRO-SUMER. The
Pro-sumer does what the brand
does..only even more effective.

6. Pro-
sumers LOVE
connectivity. Between
them and the brand,
between dEvices, within
devices. Connectivty is a
discriminating
Advantage
5
Dietmar Dahmen ilive 2013

7. 6
THis changes Branding: A brand today
is a FUNCTION… ideally an entire
operation system.
Dietmar Dahmen ilive 2013

8. You can pick a car. Car # 1 has a CD-Player and is orange.
Car # 2 has a CD-Player, Leather upholstery, A/C and
a Navigation system. The color of car #2 is black.
Which car do you pick?
LET'S DO A
QUICK TEST:
7
No. 1: fame
This totaly changes advertising…. Ad-
vertising is still very important… it
creates FAME.
SIR JOHN
HAGGERTY
Dietmar Dahmen ilive 2013

9. Oh yeah… Car # 1 is a
Porsche.
and car # 2 is a LadA.
Ad-vertsing works even
before you bUY the
Product. It's all about
image and Fame.
Ad-vertsing is Ultra
important. But if you
stop thinking about
your customer right at
the point where he/she
buys your product, you
are missing a key
behavior of most
people today. Before
you buy, you check what
other people who
ALREADY bought the
product think about it.
This is reflected in
amazon stars, trip
advisor pictures etc.
Ad-vertising works in
bought media.
Use-vertising works in
earned media.
RELEVANce-
FACTOR No. 2….
8
Fame makes brANdS attractive.
Fame makes brands stick ouT!
We recEIve over 6000 messages
a day…and remember only 27!
Fame is a good way to be THOSE
rememberED. So, in Ad-vertising,
creating fame is the main
challenge. Ad-vertising kick
startS …. but it is not the end of
the story!
Dietmar Dahmen ilive 2013

10. Use-vertising is very
powerful. It is created
by people who HAVE already
used the product or service.
86% of GENERATION
connected does this! It is
communicated via earned media. No
company should ignore use-
vertising! allow people to
experience the product or service
at its best and share the good
news with others.
One tip: offer service beyond
the expectation of your
customers! THis ranks No 1.
with optimizing Net
Promoter Score - or
use-vertising.
9
Welcome to
Level 2:
use-vertising
Imagine you
are going to see
a movie. Movie # 1
has Johnny Depp ,
Cameron Diaz, Russel
BRand and Olivia Wilde.
Movie # 2 has no one you
know.
Ad-vertising says you'll
see Movie No. 1.
But that movie only got
1 star from its
Viewers. And movie
no. 2 has 5 stars!!!!
What would you
do?
Ad-vertising gives
you a head start…but use-
vertising makes the deal.
People trust people much more
than advertising. We can not
influence use-vertising directly.
BUT We can make sure that our
customers can be vocal
about our brand.
Research on tipping PROOFS:
the unexpected Extra piece
of chocolate scored Ultra
good.
Dietmar Dahmen ilive 2013

11. 10
RELEVANce-
FACTOR No. 3:
Dietmar Dahmen ilive 2013
My-vertising uses individual
preferences, individual
information, individual behavior. It
puts the consumer in the centER of
the communication- Individualize
your content.

12. 11
The solution: digital
anticipation!
What is a cool
room?
WE HAVE
TO KNOW WHAT THEY
want!
RULE NO 1
KNOW YOUR CUSTOMER
Know the sites s/he looked at, the
products s/he bought, the
articles s/he clicked on to read.
If S/he watches Halo games on
youtube… buys southpark
tshirts… reads articles
on Call of duty... a
"cool room" is...
individualize
your content!
Websites do this…mobile can do IT
EVEN better!
IMPORTANT: know the digital history of
all channels! Unite your departments!
NO-LINE dominates.
Whats cool to you, must not be
cool for me! Cool is individual!
Dietmar Dahmen ilive 2013

13. nike fuel band revolutionized this even more!
Web 2.0 is about to become a part of us…..literally!
Always connected.
Always monitored.
always ready to share what we do … and think… and feel… and buy.
web 2.0 keeps revolutionizing
our lives. KLM recently
introduced social seating, which
allows you to choose the person
you´d like to sit next to on a
flight by matching your Facebook
profiles. The fiat MIO in Brazil
was the first crowDsourced car.
And Mobile apps, SUCH AS THE
APP"Opinionated", help us decide
what to buy - even when our
friends are physically not with US,
Digitally they are right there.
12
After web 1.0 came web 2.0
Dietmar Dahmen ilive 2013

14. Web 3.0 upgrades us to super humans. Time and space
becomes irrelevant. Physical Limits are eliminated. We
are everywhere. We see everything. Apps are the key
to Web 3.0. Web 3.0 is Ultra mobile and thus adds
location based Services to "the web". This makes the
web both more space neutral and more local- both
with mayor implications!
The input is no longer limited to keyboards. Voice is
input. Pictures are input. Cloths are input. Web 1.0
was about search engines. Web 3.0 is about find-
engines. Web 1.0 was about "the others". Web 3.0 is
about "Me". Web 3.0 is Your butler. YOur secretary.
YOur spy. You are the new digital superpower. The
master of Your personal Universe.
13
The dEvices are disappearing
web 3.0 blows everything created
before right off the cliff!
Better than
the coolest Spy:
APPS Enable us to
have Ears & Eyes
everywherE! all
the time!
Dietmar Dahmen ilive 2013

15. 14
Web 4.0 is
just emerging
now. It is about
total
transparency.
Take a photo of a
product and you
know what'S IN iT ,
where to buy it,
And/ or where to
buy it cheaper.
We already have
transparency of products…
prices…ingrEdienTs… companies…
customers…..gender….age…location…
time…temperature….weather…
preferences…emotions…moods…
EVERYTHING!
And this is just WHAT WE KNOW
NOW!
Dietmar Dahmen ilive 2013

16. 15
THE NEXT BIG THING
AFTER THAT WILL BE WEB
5.0. EVERYTHING
EVERYWHERE WILL BE
ONLINE. CARS WILL BE
ONLINE. LIGHTBULBS.
KEYS. Today you book a
talk at a restaurant with
the Concierge. tomorrow
you will talk to THE
table. The table will be
online. I CALL THIS STAGE
OF THE WEB: "DIGITAL
DUST" the "facebook of
things".This will allow for "Smart
products". pRODucts will come
with added features. A smart
guitar will know how good you
play… and might even teach you
new songs and/or recommend /
Connect you to other musicians
in your neighborhood, so that
you can start a band. A smart
camera will point out great
sights for you to photograph
near your current location…or
tell you about visually
interesting events - depending
on your taste of photo
opportunities . SMART CONTENT
will make products more
interesting - AFTER you bought
them (use-vertising!)
DietmarDahmenforilive2013allrightsreserved
Connectiviy is going
up! That is the Trend! it
will happen : with...or
without you!