Posts tagged marketing

2013 Edelman Global Entertainment Survey (by Edelman PR)

Inisghtful comments on global trends, read more here

Future Of Digital Marketing 2013 (by Digital Malaysia)

nice video interview with me:))

Marketing is transforming from control to collaboration. Simply pushing a message out via traditional print, radio, TV or even internet advertising is fading. There is a growing effectiveness in multi-channel marketing which maps to buying behavior (start comparison shopping on-line on your PC, visit the brick and mortar store with your on-line device making you smarter in real time and then finish the transaction at home on your tablet); social media interactions (seeking peer feedback on products); and precision marketing (i.e. location based awareness of the mobile shopper in your store who can be targeted for a promotion in real time).
This might seem like a controversial point. As marketers, we like to think that everything we do is driven by creative ideas, but as Gerd Leonhard points out, it’s all too easy to fall into regular patterns at work, meaning there’s less time for imagination and consistent improvement. Redesigning work environments so that they are more open can help, but ultimately it’s important to allow staff the time and space to consider new practices. We’re all busy people, but if we can spend one hour thinking about an idea that may save us five hours a week, it has to be worth investing the time. (via Ten barriers to innovation in digital marketing (and how to beat them) | Econsultancy)

This might seem like a controversial point. As marketers, we like to think that everything we do is driven by creative ideas, but as Gerd Leonhard points out, it’s all too easy to fall into regular patterns at work, meaning there’s less time for imagination and consistent improvement. Redesigning work environments so that they are more open can help, but ultimately it’s important to allow staff the time and space to consider new practices. We’re all busy people, but if we can spend one hour thinking about an idea that may save us five hours a week, it has to be worth investing the time. (via Ten barriers to innovation in digital marketing (and how to beat them) | Econsultancy)

futuresagency:

Future Of Digital Marketing 2013 in KL, interview with Futurist Gerd Leonhard (by Digital Malaysia) - a short video with an interview with me, mostly on Marketing

Gerd Leonhard, Futurist & CEO of The Futures Agency on The Leaderonomics Show (by leaderonomicsmedia)

Good interview with me, in KL / Malaysia, at the Future of Digital Marketing Conference

Skinner Marketing: We're the Rats, and Facebook Likes Are the Reward - Atlantic Mobile

Skinner’s critics were prescient. They were right about control but wrong about the controllers. Our Internet handlers, not government, are using operant conditioning to modify our behavior today.

Keynote speaker Gerd Leonhard, a media futurist who has a diverse client list which includes YouTube, Nokia, The Guardian, Google, Sony-BMG, Telkom Indonesia, Siemens, the BBC, The Financial Times, Ogilvy and the European Commission, compared data to oil. In his presentation on The Reset of Marketing, Branding and Media the next 5 years, he said data would be more powerful than oil. “The future of the economy is data,” Leonhard opined. He added that the future of marketing lay in recurring data identifying consumer behaviour, but this would need a human interface to humanise the data so that it became meaningful information. “I call it humanrithm. We in the creative business use big data in a meaningful way and use it for marketing strategy,” he said. On another note, he also shared that consumer behaviour is influenced by technology. “We have this transformation from digitalisation, the transition of consumers that is moving from product to service to experience. “All brands have a problem with this, as they want to sell a product such as a publisher wanting to sell a book,” he said.
KUALA LUMPUR
THE prevalence of advertising via social media has made it more difficult for brands to market themselves differently - and this is because corporates fail to embrace the interactivity concept behind the online medium, said The Future Agency chief executive officer and futurist Gerd Leonhard. He noted that many marketers tend to forget social media is foremost interaction before the action. “It is not about selling but rather a process of engaging. Most brands find it hard to understand why they should do this.” In an interview, he said proper engagement will lead to more people liking the brand and product. So, marketers should move forward to make brands more human at an emotional level. “We are marketing with, not at people. In the future, everybody will be connected on mobiles and we don’t need marketing strategies that interrupt us. Social media is now a strategy for marketers to open up and listen to consumers. It is now a place for brands to earn reputation.”

Going beyond social media | The Malay Mail

Some snippets from an interview with me (Gerd Leonhard), in KL; a few days ago

See my presentation here

Marketing: Less guff, more puff | The Economist 4*read

Brands want deeper and more profitable relationships with consumers in exchange for the trust they hope to inspire. Marketers are stretching their notions of what brands stand for and smudging the distinction between advertising and entertainment. The lines between marketing and other disciplines within a firm are fading. Brands want to be antidotes to cynicism. But this will not divert marketers from their main task, pungently summed up by an ad exec: “to figure out and fuel consumer desires like they’ve never been fuelled before.”

MALAYSIA is on its way to become a digital country by 2020. The Futures Agency chief executive officer and futurist Gerd Leonhard said: “Malaysia is at the tipping point of digital marketing. Development will come twice or at an even more rapid pace here.”

Toward a digital Malaysia | The Malay Mail

Download my Future of Digital Marketing PDF here

A Futurist Looks at the Future of Marketing - Dana Rousmaniere - Our Editors - Harvard Business Review

By 2020, most interruptive marketing will be gone. Instead, marketing will be personalized, customized, and adapted to what I have expressed as my wishes or opt-ins — which essentially means that advertising becomes content. Data will be essential, and as users, we’ll be paying with our data — bartering a bit of our personal information in return for the use of platforms and services

(via CHART OF THE DAY: Where The Money Is Going In The Media Business - Business Insider)
Content as media become a natural extension of an agencies’ ability to help tell a better and more connected brand narrative.

Customers Don't Want Ads, They Want A Conversation | @FastCompany

destx:

It is becoming clear that the future of social marketing, and marketing in general, will be built around collaboration. Social technology has already evolved from a focus on consumer listening to broader social management platforms that help brands build and communicate with their consumers. Now, the stage is set for social tech to begin creating real value for companies through deep collaboration with consumers.