Creating value with Content: The Future of Marketing and Advertising (my Sydney presentation)

I was invited to present at the InsightExchange event in Sydney, Australia, yesterday, on the topic of Content 2.0 and the Future of Marketing & Advertising. Other speakers included fellow Futurist Ross Dawson and Craig Davis, Chief Creative Officer of Publicis / Mojo.

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 disconnected 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

Here are the slides I presented (and a few extra ones that I did not actually get to); you can download the 26MB PDF via slideshare, below, or via this link. All content is made available under the Creative Commons Non-Commercial Attribution license, except for 3rd party images as inidicated.

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

View more documents from Gerd Leonhard.

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