Download Big Data Big Content Futurist Gerd Leonhard at HeadOffice NL Public

FuturistGerd.com
Big Data, Big Content, Big
Marketing: The Future
@gleonhard
Yes, these concepts are relevant to (content) marketing
Total Digital
Transformation
The Future is no(i)sy
Image of BP platform via US Coast Guard
http://www.mobilemarketingwatch.com/dont-be-an-april-fool-its-time-to-understand-the-future-of-content-marketing-40619/
Broadcasting meets Broadbanding
Mass Content meets Niche Content
65% of TV is now watched advertising-free (35% in 1994)
The (r)evolution of TV and Content Marketing
Brands will increasingly blur the line between advertiser and creator
Video via Youtube GoPro channel
Digital Hyper-Efficiency is impacting all media
http://www.economist.com/news/business/21591600-americas-largest-cable-company-becoming-more-firms-it-battling-against
Mobile
devices
truly are
‘Extensions
of Man’
(McLuhan)
Video via IBM / Youtube
Exponential Changes
Social Local Mobile Cloud OTTVideo
BigData IoT M2M AI (the list goes on)
Marketing
‘Stuff’ and Hardware ➲ Service ➲ Software ➲ Experience & Brand
“Software is eating the world” *Marc Andreessen
➲
➲
➲
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Marketing: these disruptions are Opportunities
Digitally ‘seeing things’ is becoming mission-critical for all brands
“Big Data” finally gets Marketing & IT to fuse
We are in the process of gaining a ‘digital sensing system’
Nicholas Carr NYT April 6 2014
Wearable computing: a huge content marketing opportunity… if
Moto 360 Android / Google
An algorithmic, data-centric world of marketing?
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‘The aim of marketing is to make selling superfluous’
Even as it becomes driven by big data, AI and
ultra-smart software, all marketing must still
generate trust, further relationships, allow
immersion, create meaning…
The coming balancing act in Marketing
Power of Technology
100
Value Axis
75
50
25
0
#datawars
Privacy & Anonymity
Google ‘not keep’…?
Google Now video via Youtube
Digitization, Automation, Very Very Big Data, Artificial
Intelligence, Cognitive Computing, Deep Learning
Now, Google is searching us, too.
Image of BP platform via US Coast Guard
Google will evolve dramatically in the next 2 years
If Big Data = Big Brother = Robot Society, Marketing is dead!
Story is King. Data is Queen.
Computers that create good content?
Image of BP platform via US Coast Guard
http://www.bostonglobe.com/ideas/2014/05/10/day-robot/6UAMgmUFn0mZhoMS8vy0GK/story.html Pic via Doug Chaya
Big data: strive for correlation and context not random connections
http://mobile.nytimes.com/2014/04/07/opinion/eight-no-nine-problems-with-big-data.html
The illusion of omniscience is very tempting indeed
http://techcrunch.com/2014/02/03/twitter-raises-its-enterprise-cred-with-thomson-reuters-sentiment-analysis-deal/
Photo by Homies In Heaven - http://flic.kr/p/d6Ff2C
Too little data breeds ignorance
- but too much data will kill intuition!
“After the holidays, the scale is my enemy”
A data-driven, algorithmic marketing strategy should not
diminish your ‘human brand’ approach, and purpose
Good storytelling is about Humarithms
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Humarithms: get ready for some entirely new marketing jobs
Human Sentiment Analyst
Right Brain Guide
Simplicity Designer
Chief Imaginator
Exponential difference between
good and exceptional content
There is a huge difference between
‘content pollution’ and meaningful immersion
Use technology to catalyze visualisation and imagination
Vizuality Examples
Interaction before Transaction
http://venturebeat.com/2014/05/05/amazon-now-lets-you-shop-while-you-tweet/
Logic proves. Intution discovers. Story wins.
FuturistGerd.com
Thanks for your attention!
@gleonhard