MediaFuturist: Future of PR & Communications

Announcing my new Kindle book "The Future of Content"

Today is a very big day for me. My new Kindle book "The Future of Content" just went online at Amazon, and is already gaining a lot of traction. You can view a very short video greeting about the book on my GerdTube channel (Youtube:)

Of course I would be very happy if you would consider buying the book for yourself (only $3.90, Kindle-only) but beyond that it would be really great if you could help me spread the word via rating and / or 'liking' the book on the Amazon.com page, tweeting about it or just forwarding this mail to some friends that may be interested.

As you probably know, I have published my last 3 books as free pdfs (which are quite popular) but really wanted to try something new with this book; after all reading on the Kindle is a much better experience than reading a PDF, and thus is, to quote Kevin Kelly, one of those "New Generatives" :)

"The future of content" will also be available in dead-tree-versions aka print, via my Lulu store, soon - please stay tuned. Happy reading!

Gerd Leonhard
(Media Futurist and CEO of The Futures Agency),
Basel / Switzerland
http://twitter.com/#!/gleonhard
My public Amazon / Kindle profile
(sharing all my book highlights there)

Update October 25 2011: this nice review may be helpful:

Increases brain power for content creators, October 25, 2011

By

Suzanna Stinnett

This review is from: The Future of Content (Kindle Edition)

"I challenge you to expand your brain and read this book. What Gerd Leonhard is always doing is informing the global brain (or the collective brain) in ways that help us all get where we're trying to go. He builds the buildings in front of us.

This collection points toward several compelling answers for content creators. As a writer who is already swimming in the changing currents of "content," I found it intensely informative. Leonhard shores up my courage to continue embracing a digital world without DRM, and ebook prices "for the masses." He makes the all-important concept of curation crystal clear. If you are providing any kind of content in print or on the web, it's relevant. If you want to stay on the front edge of content creation and publishing, it's basic. I'm making this book mandatory reading for my epublishing circles"

Amazon Kindle German Store
Amazon Kindle French Store
Amazon Kindle UK Store

ABOUT "THE FUTURE OF CONTENT"
Futurist Gerd Leonhard has been writing about the future of content i.e. music, film, TV, books, newspapers, games etc, since 1998. He has published 4 books on this topic, 2 of them on music (The Future of Music, with David Kusek, and Music 2.0). For the past 10 years Leonhard has been deeply involved with many clients in various sectors of the content industry, in something like 17 countries, and it’s been a great experience, he says. “I have learned a lot, I have listened a lot, I have talked even more (most likely:) and I think I have grown to really understand the issues that face the content industries - and the creators, themselves - in the switch from physical to digital media.”

This Kindle book is a highly curated collection of the most important essays and blog posts Leonhard has written on this topic, and even though some of it was written as far back as 2007 - “I believe it still holds water years later. I have tried to only include the pieces that have real teeth. Please note that the original date of each piece is shown here in order to allow for contextual orientation.” Leonhard’s intent to publish this via the amazing Amazon Kindle platform, exclusively, and at a very low price, is to make these ideas and concepts as widely available as possible while still trying to be an example of what digital, paperless distribution can look like, going forward.

Posted by Gerd Leonhard at 11:46 AM in Branding, Broadband Culture, CHANGE, Consumer Insights, Copyright, Creative Rights, Creativity, Crossmedia, Crowdsourcing, Data is the new Oil, Decentralization, Disruption, EgoSystem EcoSystem, Emerging Markets, End of Control, Future of Advertising, Future of Books, Future of Broadcasting, Future of Business, Future of Film, Future of Journalism, Future of Media, Future of PR & Communications, Future of Reading, Future of Sports, Innovation, Interviews, IPR, Link Economy, Mobility, Music Flat Rate, Music Like Water, Must Reads, Must-haves, My writings, Open Network Economy, Open Source, Politics of Content, Predictions, Reading 2.0, Resources, Search, Sharism, Social Commerce, Social Media, Social Networks, Storytelling Trends, Telecom2.0, The Futures Agency, UGC | Permalink | Comments (0) | TrackBack (0)

Mobile advertising must be content-based (review of my talk at MMA Forum in Sao Paulo

RCR Wireless has collected some good snippets from my talk at the Mobile Marketing Association Forum in Sao Paulo, yesterday (download the 15MB high.res pdf here):

"Futurist and author Gerd Leonhard explained during a keynote address today at the Mobile Marketing Association Forum in São Paulo that customer trust was vital. “If we don’t trust Google, Twitter, Facebook, we leave them and they will die,” Leonard said. However, the key pillar to a solid strategy of mobile marketing is a focus on content. “Advertising is becoming content, marketing is curation, mobile is empowerment, brands are publishers, marketers become storytellers and consumers are participants,” explained Leonhard.

The future passes through the end of “mass-anything” and marketing has been dramatically impacted by the increased role of technology. “There is no difference between online and offline. Disconnected screens will be the exception, they will disappear,” said Leonhard. With all devices connected, network traffic will explode. All of this will culminate in changing how companies approach their mobile strategy. The point is how they will interact with customers. “If you want to succeed you have to give them control, as much as you can. Customers will love you,” Leonhard said, adding that empowerment, participation and engagement are the key points..."

See the Twitter buzz from the event, during my talk

Posted by Gerd Leonhard at 3:08 PM in Advertising Trends, Best of Gerd, Bottom Lines, Branding, Broadband Culture, Conferences, Consumer Insights, Data is the new Oil, EgoSystem EcoSystem, Friction is Fiction, Future of Advertising, Future of Agencies, Future of Marketing, Future of PR & Communications, Good reads, Marketing2.0, Mobile Advertising, My speaking engagements, Networked Society | Permalink | Comments (0) | TrackBack (0)

The future of communications and conversation (video with fellow futurist Glen Hiemstra)

This is from 2007 but still quite useful, I think - hope you like it, as well. Find out more about Glen, here

Posted by Gerd Leonhard at 9:37 AM in Future of Marketing, Future of PR & Communications, My videos, Networked Society, VIDEO BLOG | Permalink | Comments (0) | TrackBack (0)

Personal branding in the digital age: new video

This video is part of a new series of 5-7 minute videos I recorded here in Basel, Switzerland in July. This episode shows about how I use social networks and mobile-optimized platforms / apps to spread the word about what I do. I also provide a few examples of the most efficient and viral online branding concepts that I have tried during the past decade. You can download this video if you go to my GerdTube.net video channel (on Blip.tv) or just subscribe to my video podcasts in iTunes.

Posted by Gerd Leonhard at 12:08 PM in Branding, Cool Tools, eCommerce, Future of Advertising, Future of Business, Future of Marketing, Future of PR & Communications, Leadership, Lifestreaming, Link Economy, Trust, Twitter, VIDEO BLOG, Viral Stuff | Permalink | Comments (0) | TrackBack (0)

New video: "Friction is Fiction" explained

This video summarizes the key messages of my 2009 book "Friction is fiction" (free PDF). The bottom line is that in a networked and digital society we can no longer merely rely on FRICTION i.e. planned hurdles and carefully placed obstactles to enforce payments or otherwise get paid for something. Most traditional friction points - whether in media / content, communications / marketing or business and commerce - can now be easily bypassed (see free music streaming vs itunes, Youtube / Netflix vs cable-tv, whatsapp vs sms etc), and this trend will only accelerate. IMHO I think it will suit us better to get used to it now, i.e. we may want to lessen our dependence on friction and increase our efforts to monetize based on radical user empowerment. Think Zappos not Barnes & Noble. Be sure to watch this related video recorded at TedXWarwick on the same topic.

Posted by Gerd Leonhard at 7:34 PM in Free!, Friction is Fiction, Future of Broadcasting, Future of Business, Future of Content, Future of Journalism, Future of Marketing, Future of PR & Communications, Future of TV, Monetizing Content, Music 2.0, Must-watch, My videos, Networked Society, Open Is King, Open Network Economy, Politics of Content, Realizations, Social Networks, Spotify, The Cloud, The Futures Agency, Trends, Video, VIDEO BLOG, Wisdoms | Permalink | Comments (0) | TrackBack (0)

Some of my best interviews and related media coverage of my work (PDFs)

Epoca Brazil, on Facebook (Portuguese) April 2011: Download Epoca Brazil Gerd

HSM Magazine, Brazil (Portuguese) June 2010: Download HSM gerd

eComm conference / blog interview on Telemedia (Sept 2009): EComm-Interview

DDB strategy blog guest post: Data is the new Oil (Nov 2010): The Future

Enjoy and feel free to spread or repost anywhere.

Posted by Gerd Leonhard at 9:09 AM in About Me, Best of Gerd, Brazil, Consumer Insights, Content 2.0, Data is the new Oil, Future of Media, Future of PR & Communications, Gerd in the media, In Portuguese, Must Reads | Permalink | Comments (0) | TrackBack (0)

New video: my talk at MidemNet Academy 2011 on Innovation: music industry learnings from other industries

This is a good one - loads of information in here, and pretty well recorded. More details and PDF with all slides, here. Enjoy and spread the word. Subscribe to my video RSS feed, here, if you want (download all videos directly to iTunes, watch on your iPod etc).

Posted by Gerd Leonhard at 11:45 AM in 21st Century Content Ecology, Advertising Trends, Attention Economy, Augmented Reality, Best of Gerd, Branding, Broadband Culture, Convergence, Cool Tools, Crossmedia, Crowdsourcing, Data is the new Oil, Decentralization, Devices, Digital Music, Events, Future of Advertising, Future of Agencies, Future of Books, Future of Broadcasting, Future of Media, Future of Money, Future of PR & Communications, Future of Selling, Future of TV, Futurism, Gadgets, Innovation, Inspiring, Interesting, Lifestreaming, Link Economy, Mobile Advertising, Music Like Water, MY PRESENTATIONS, My videos, Networked Society, Open Network Economy, Open Source, Openness Issues, Privacy, Sharism, Shopping2.0, Social Commerce, Social Networks, Telepresence, Trust, TV, VIDEO BLOG, Videos I Like | Permalink | Comments (0) | TrackBack (0)

The Wikileads debate: Jaron Lanier's TheAtlantic piece (and some responses)

Recently, I have been thinking a lot about what my position on Wikileaks i.e. Cablegate should be. Some of the best - and also most thought-provoking - insights have come from a recent, hotly contested piece on TheAtlantic.com, written by computer scientist, virtual reality pioneer and musician Jaron Lanier (who I have met once or twice in the past).

I am not sure I agree with everything that Jaron says (in fact, I don't - I hope to publish my own take on these issues soon) but he makes some very valid points about openness and the future of the Internet that I think really merit our consideration and made me think, so I figured I should share them with you (all snippets are quotes from his piece, highlights are mine):

"The Internet can and must be redesigned to reflect a more moderate and realistically human-centered philosophy...openness in itself, as the prime driver of events, doesn't lead to achievement or creativity.
A sufficiently copious flood of data creates an illusion of omniscience, and that illusion can make you stupid. Another way to put this is that a lot of information made available over the internet encourages players to think as if they had a God's eye view, looking down on the whole system.
To me, both right wing extremist leaks and Wikileaks are for the most part resurrections of old-fashioned vigilantism...vigilantism has always eroded trust and civility, but what's new online is the sterile imprimatur of a digital ideology that claims to offer automatic betterment. But if there's one lesson of history, it is that seeking power doesn't change the world. You need to change yourself along with the world. Civil disobedience is a spiritual discipline as much as anything else.
You need to have a private sphere to be a person, or for that matter for anything creative to happen in any domain. This is the principle I described as "encapsulation" in You Are Not a Gadget.
Imagine openness extrapolated to an extreme. What if we come to be able to read each other's thoughts? Then there would be no thoughts. Your head has to be different from mine if you are to be a person with something to say to me.
I used to think that an open world would favor the honest and the true, and disfavor the schemers and the scammers. In moderation this idea has some value, but if privacy were to be vanquished, people would initially become dull, then incompetent, and then cease to exist. Hidden in the idea of radical openness is an allegiance to machines instead of people.
I bring this up to say that asking whether secrets in the abstract are good or bad is ridiculous. A huge flow of data that one doesn't know how to interpret in context is either useless or worse than useless, if you let it impress you too much. A contextualized flow of data that answers a question you know how to ask can be invaluable. If we want to understand all the sides of an argument, we have to do more than copy files.
Random leaking is no substitute for focused digging. The "everything must be free and open" ideal has nearly bankrupted the overseas news bureaus.
Anarchy and dictatorship are entwined in eternal resonance. One never exists for long without turning to the other, and then back again. The only way out is structure, also known as democracy.
We sanction secretive spheres in order to have our civilian sphere. We furthermore structure democracy so that the secretive spheres are contained and accountable to the civilian sphere, though that's not easy.
There is certainly an ever-present danger of betrayal. Too much power can accrue to those we have sanctioned to hold confidences, and thus we find that keeping a democracy alive is hard, imperfect, and infuriating work. The flip side of responsibly held secrets, however, is trust.
A perfectly open world, without secrets, would be a world without the need for trust, and therefore a world without trust. What a sad sterile place that would be: A perfect world for machines"

As an interesting antidote to Jaron, here is a response by Zeynep Tufekci (see her tweets here and her bio here) also via TheAtlantic.com, and my favorite quotes from that piece:

"Lanier thus conflates the right to privacy of persons with the privilege of non-disclosure that states may sometimes exercise. Raising personhood in this context is irrelevant and dangerous.
"I give you private information about corporations for free," SNL's Assange quipped, "And I'm a villain. Mark Zuckerberg gives your private information to corporations for money and he's the Man of the Year."
In my talk about Wikileaks at the Personal Democracy Forum recently, I emphasized that we should not see information by itself as a change agent and that a glut of information, especially without context and political leverage, may not result in meaningful change. That, however, is not an argument for less information.
During these past weeks, rather than a nerd takeover, I saw the crumbling of the facade of a flat, equal, open Internet and the revelation of an Internet which has corporate power occupying its key crossroads, ever-so-sensitive to any whiff of displeasure by the state. I saw an Internet in danger of becoming merely an interactive version of the television in terms of effective freedom of speech. Remember, the Internet did not create freedom of speech; in theory, we always had freedom of speech--it's just that it often went along with the freedom to be ignored. People had no access to the infrastructure to be heard. Until the Internet, the right to be heard was in most cases reserved to the governments, deep pockets, and corporate media. Before the Internet, trees fell in lonely forests.
The real cause for concern is the emergence of an Internet in which arbitrary Terms-of-Service can be selectively employed by large corporations to boot content they dislike. What is worrisome is an Internet in which it is very easy to marginalize and choke information.
What the Wikileaks furor shows us is that a dissent tax is emerging on the Internet.
We don't have sufficiently-developed laws protecting us as our commons have moved to privately-owned spaces on the Internet. Lanier misses the fact that this is an issue of design, motive and choice.
I reiterate that one does not need to be a fan of Wikileaks to reject the notion that rather than demand increased transparency and disclosure from institutions with power, we should trust them because trust is a human value. Going back to my starting point, it appears that Lanier is once again conflating human-to-human relations and human-institution relations and suggesting that the same principles should apply to them. A world in which humans don't trust each other is indeed cold and inhumane. A world in which we trust powerful institutions merely on principle is one where we abdicate our responsibilities as citizens and human beings..."

So what do you think? Please comment below.

Update: check out this video: journalist John Pilger in conversation with Julian Assange

Posted by Gerd Leonhard at 3:37 PM in Control Fights, Crucial Stuff, Current Affairs, Data is the new Oil, End of Control, Future of Journalism, Future of PR & Communications, Futurism, Futurists, Made me think, Networked Society, Open Is King, Open Network Economy, Openness Issues, Other writers, Privacy, Realizations | Permalink | Comments (0) | TrackBack (0)

New video: Heartbeats in Conversation with me (future of branding, advertising & media)

Here is a video interview with me, recorded at one of the nicest hotels I have ever been at, the fabulous Lydmar in Stockholm (in September 2010). Sounds Like Branding presents Heartbeats In Conversation With, a series of short conversations on relevant topics for marketing and communication; first out is a conversation between Heartbeats’ CEO Jakob Lusensky and me. The video is subtitled (in English) because the background noise is fairly loud (sorry about that). Jakob and me covered quite a few topics here, from the rise of the connected, digital, mobile economy, the future of advertising and the current status of the advertising industry, to the shift from buying copies of content to just having access to media as a service, and the future of TV.

Posted by Gerd Leonhard at 7:48 AM in Branding, Broadband Culture, Consumer Insights, Data is the new Oil, Future of Advertising, Future of Agencies, Future of Business, Future of Media, Future of PR & Communications, Gerd in the media, Likemindedness, Marketing2.0, Networked Society, The Cloud, The Futures Agency, Trends, VIDEO BLOG | Permalink | Comments (0) | TrackBack (0)

My guest post on the DDB blog: The Future of Marketing & Media - Data Is the New Oil

"This guest post was written by media futurist Gerd Leonhard. Named "one of the leading Media Futurists in the World" by The Wall Street Journal, Gerd works as a futurist in the media, telecom, technology and communication industries. He is also an author, blogger, keynote speaker and strategist and is the CEO of TheFuturesAgency and a visiting professor at the Fundacao Dom Cabral in Sao Paulo / Belo Horizonte, Brazil.

Duda Groisman Gerd Roda cheeky_sm.jpg With the explosive growth of the Internet, mobile devices and social networking, a connected world is indeed a very different world. Just witness the meteoric rise of YouTube, Facebook and Twitter, and the demise of the recorded music industry as we knew it. I would go so far as to argue the only reason advertising in its pre-Web 2.0 form (a global business worth approx. $400 billion per year) ever existed was simply because we were not yet truly connected as today's mobile, social and real-time Internet did not yet exist.

Now that it exists, most of us will no longer tolerate interruptions, meaningless pitches, garish popups, Las Vegas-style skyscraper ads or junk email. We are looking for truly personalized offers, real meaning, solid relevance, timeliness, and yes, transparency and truthfulness. In other words, we will be looking for merit and values that are geared 100% towards us, not to everybody else, or someone else. Think micro-sprinkler systems, not fire hoses; droplets of expression, not spigots of noise exploding off empowered consumers (many of which in fact loath that very term).

Clearly, if brands and their marketers, ads and messages do not provide real value (remember: only time is a truly scarce value now), we will quickly lock them out of our lives and put them on the 'infinitely ignored' list. One might therefore argue that advertising is indeed becoming content (contvertising, anyone?), since relevant and desired, opted-in and followed content is usually quite valuable to us as we spend time on it, while irrelevant messages that encourage us to purchase items we don't even need are just noise. And the Internet has been so fabulously great at increasing the noise level that the time has come to turn that noise into meaning, to take the firehose of data and turn it into a clever sprinkler system.

The key question for marketers, as ever, is: how can you cut the noise, how can you be relevant, be truly wanted, make a better match, and benefit from meaningful connections? How can you turn the act of selling into content, into engagement, into mutual appreciation? Is that even possible? This is where we get to the enormous value of Data.

According to an April 2010 Wired.com post and a related IDC study, the total universe of information available to us already amounts to 800.000 petabytes of data. If you stored all of this data on DVDs the stack would reach from the Earth to the moon and back! By 2020 the digital universe will total 35 zettabytes, or 44 times more than in 2009, keeping in mind that an estimated 75% of all data is already generated by the users themselves.

This makes total sense when you think about it: forwarding a link, rating a site, commenting on a blog, twittering, sharing bookmarks, allowing cookies on your computer, sharing your location, logging into websites, liking something on Facebook -- everywhere we go, everything we do, every move we make around the Net (and soon, elsewhere, as well) -- creates click-trails, leaves digital breadcrumbs, produces data exhaust, and creates what I like to call meta-content, i.e. content around content.

Now, just imagine faster mobile Internet access at a much lower cost (or even free, courtesy of Google and O3B); much cheaper, yet more powerful and smart, mobile devices, connected devices that are not phones or computers but things, objects and products; BRIC+Africa coming online at a furious pace; and computing shifting from tethered computers and mouse clicking to tablets, touch-screens and finger-sweeping, and from downloading to cloud-tapping, which without a doubt will generate seriously more data than ever before, and at an increasing faster rate. The mind boggles (and possibly recoils) over the possibilities and over the huge challenges that these changes will pose, as well. But no matter what one's concerns may be, I think we can safely state that data is indeed the new oil, a metaphor that originated not with me but most likely with the ANA's Michael Palmer and Clive Humby.

Whoever gets to sift through this data, slice and dice it, move it around, make it useful, clear its legal and fair use, and just make sense of it all, is probably going to be more powerful than Shell, Exxon or Mobil have ever been (BigG and BigF emerge as distinct options here). This will, of course, require very careful and sensitive fine-tuning, with utmost attention to giving full control to the user, period. Regulation will be required but should, in my view, not be hastened; however, something that we must certainly come to grips with is that privacy will become something that we must act on to get back, rather than attain or retain by mere default. Those shiny new and very powerful tools of sharing and self-publishing do require that we accept and handle new responsibilities, as well - now that all of us can easily and constantly connect, we also need to learn new limits, new do's and don'ts - and the purveyors of this new power need to help us rather than merely seduce us.

The bottom line is that the data that all of us are increasingly generating and constantly spreading as most of us are switching to an always-on mode, will be at the core of all future success in marketing, branding and advertising -- and for that alone it's roughly worth $1 trillion, already (counting advertising spend, marketing and communication budgets, data-mining etc).

In a truly connected world, i.e. within the next few years, marketers will need constant and deep access to that data, in all its various forms and levels of permissions, because without this data their efforts will be utterly useless to the people formerly known as consumers ( today's users, followers, friends and participants). If the future TV does not know a fair bit about who we are, where we are, what we have watched, for how long, who we have shared shows with, what we have commented on, how we rate things; or if - worst case - we decide to just pay a bit more and keep our click-trails and our data off the grid (yes: Think The Matrix), then the marketers' job will become a lot harder, if not impossible. Matches can't be made, relationships can't be forced, brands can't be followed, connections are interrupted. Yelling is dead, and engagement needs permission - a tough but extremely rewarding challenge.

Getting too little or bad data -- or not understanding it-- will literally mean running out of gas in the middle of the desert. Therefore, the mission is to keep it all fueled up. And just like oil, there will be a myriad of issues (hopefully, not wars) that will arise with the responsible and fair practices of drilling, pumping, shipping, refining and dispensing of data. But without a doubt these issues will be solved in due course because this Data-Oil is very potent and because the responsible use of it will light up so many households that sufficient incentive for problem-solving exists. Telecom companies and mobile operators will want in on this game, as well - after all, it's their networks that make this all work (for now).

My prediction is that we will see a huge influx of companies dealing with the various aspects of data drilling, shipping, refining and remixing, and that the next Exxon or Mobil may well be a data-slicing company. Agencies, marketers and brands need to embrace the challenges and experiment: Get into the new Data-Oil ecosystem. "

Posted in Strategy on November 8, 2010 DDB BlogStrategyNovember 8, 2010

Posted by Gerd Leonhard at 2:33 PM in Advertising Trends, Best of Gerd, Best Posts, Broadband Culture, Consumer Insights, Current Affairs, Data is the new Oil, Disruption, Friction is Fiction, Future of Advertising, Future of Agencies, Future of Business, Future of Marketing, Future of PR & Communications, Gerd in the media, Good reads, Marketing2.0, Mobile Advertising, Monetizing Content, Open Network Economy, Social Media, Trends, Web/Tech | Permalink | Comments (1) | TrackBack (0)

Social Media (R)Evolution: the new look of business (video, Schwab Impact 2010)

I just received the video of my talk on Social Media and The Future of Business at the Schwab Impact 2010 conference in Boston, and it came out quick well, 14 minutes or so, well worth it I think --- but you tell me! The Youtube version is here. PDF is on Slideshare.

Posted by Gerd Leonhard at 11:27 AM in Advertising Trends, Attention Economy, Best of Gerd, Branding, Broadband Culture, Conferences, Consumer Insights, eCommerce, Financial Services, Future of Advertising, Future of Content, Future of Media, Future of PR & Communications, Innovation, Inspiring, Link Economy, Marketing2.0, mCommerce, Must-watch, MY PRESENTATIONS, My speaking engagements, My videos, Realizations, Recession survival, Social Advertising, Social Media, Social Networks, The Futures Agency, Trends, Trust, TV | Permalink | Comments (0) | TrackBack (0)

New videos: the Future of Digital Marketing (TradeDoubler Cologne Summit, in German language)

This is a video (in 2 parts, due to Youtube requirements) of my presentation at the Tradedoubler 2010 Summit in Cologne, Germany, on the topic of "The Future of Digital Marketing" Please visit this link for related footage, and download the PDF with my slides (they are hard to see in this video): files.me.com/gleonhard/vreivx

Please note: this video is in GERMAN LANGUAGE (English version, from the same Tradedoubler event, in London, to follow soon)

Part 1:

Part 2

Posted by Gerd Leonhard at 6:36 PM in Advertising Trends, Bottom Lines, Branding, Data is the new Oil, Future of Advertising, Future of Marketing, Future of PR & Communications, In German Language, Inspiring, MY PRESENTATIONS, My speaking engagements, My videos, Social Advertising, Trends, VIDEO BLOG, Youtube | Permalink | Comments (0) | TrackBack (0)

New video: 5 customer engagement trends by Gerd Leonhard (future of marketing)

A short, new video of an interview with me, kindly produced and provided by mycustomer.com, recorded after a recent keynote engagement at the Tradedoubler conference in London, September 23, 2010, containing some useful nuggets on the future of marketing and advertising - take a look and let me know how you like it.

Posted by Gerd Leonhard at 8:35 AM in Advertising Trends, Attention Economy, Bottom Lines, Branding, Conferences, Consumer Insights, Fragmentation, Future of Advertising, Future of Agencies, Future of Business, Future of Marketing, Future of PR & Communications, Interviews, Marketing2.0, Must-watch, My videos, Openness Issues, Realizations, Social Advertising, Social Media, Social Networks, Trends, Trust, VIDEO BLOG, Videos I Like | Permalink | Comments (0) | TrackBack (0)

The Future of Advertising: Interaction before Transaction (AdTech London)

Here is the high-resolution PDF of my talk at AdTech London yesterday. Some of the key points:

Data is the new Oil
Interaction before Transaction
Social Networks are Broadcasters (and the biggest, actually)
Targeted and personalized advertising will support a lot of 'feels like free' content
Get ready for the Tribalization of Business

The Future of Advertising: Gerd Leonhard at Adtech London 2010

View more presentations from Gerd Leonhard.