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The Changing Face of Media & Branding
 How can brands best use technology?




       ‣ Futurist
       ‣ Strategist
       ‣ Author & Blogger
      www.mediafuturist.com
      twitter.com/gleonhard
What I do:




‣ Understand
‣ Ideate                  Clients such as IBM, Google,
                        Nokia, DDB, Sony BMG, Orange /
‣ Ignite                France Telecom, BBC, ITV, RTL,
                           The European Commission,
www.mediafuturist.com   TribalDDB, Omnicom, Siemens...
twitter.com/gleonhard
Is your Branding / Marketing / Advertising
 based on a Connected World or is it still
  based on disconnected ‘Consumers’?
From Microsoft’s OfficeLab 2019 Montage
Broadband
 C u l tu r e
Connected people ‘consume’ differently
The ‘connected consumer’ challenge
100                             100




               50
               50




                                10
 5

Was            Is             Will Be

         Time
         Choices
Maybe we only needed
traditional Advertising &
   Marketing because
         we were

        Not
Connected
A Mobile, Always-on,
 Connected Culture
Gerd Leonhard presents Emerging Technology @ Canvas8
Dead & gone: one-way communications
  from a non-trusted source




                          Source: Flickr.com-trustrocks
People responding to Interruptions
     soon will be... Fantasy.




The only way forward is Engagement
Economic Crisis
 Broadband Culture
                                 Global Trust
 Mobility                           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
Trust Trends




               Source: DDB
What can we learn
from this?
Gerd Leonhard presents Emerging Technology @ Canvas8
Trust
Attraction (Magnetism)
     Openness
Gerd Leonhard presents Emerging Technology @ Canvas8
The essential choice we all face:
      Openness versus Control Jeff Jarvis
    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
Gerd Leonhard presents Emerging Technology @ Canvas8
Remember...?
Push Objects   Pull Objects
Control 2.0 is...Trust
   From protecting the brand to
  projecting the brand.
But
Interruption only costs Money
Engagement costs Control
Do we really have a choice but to trust?
So
  cia
     lB
        us
           in
              es
                 s
Following: The new Marketing Paradigm
So then...what is Advertising?


Attention
Transfer
Gerd Leonhard presents Emerging Technology @ Canvas8
Welcome to the Real-Time Web!
The ‘Realtime Web’ Opportunity

           Here
     Now          Personal

       Relevant
                    Recommended
Imagine...Web-Native Brands
Gerd Leonhard presents Emerging Technology @ Canvas8
So where are the $$ in all of this...?
REVENUE
Expect radical habit changes when
  the technology actually works
How long does it
take for real
behavior
changes?
Gerd Leonhard presents Emerging Technology @ Canvas8
Radio TV Phone Library Message-Center
NewsReader Game-Pad Image Viewer Wallet
New UIs>> New $$$ sources


 Attention Kernels
Digital Breadcrumbs
  Mouse Exhaust
     Click-Trails
Gerd Leonhard presents Emerging Technology @ Canvas8
And on the other end of the spectrum...
Thanks for listening!

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

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Gerd Leonhard presents Emerging Technology @ Canvas8