the future of marketing - what will marketing look like in 2021?

What will marketing look like in 2021?

The Future of Marketing

“Human society will change morethe coming 20 years…

Gerd Leonhard, Futurist & Humanist

“Human society will change morethe coming 20 years…

than the last 300 years”

Gerd Leonhard, Futurist & Humanist

#20thoughts

We now live in a world of exponential technological change

2017 is the turning point

2017 is the

2017 is the

TURNING POINT

2017 is the

TURNING POINT of this Exponential Change.

#20thoughts

Source: Frank Diana, 2017

Change appeared to go slow, but now everything will now begin to change,

all at the same time

#20thoughts

In 2025, quantum computing will reach human brain computing capacity

#20thoughts

In 2050 it will equal the computing power of ALL HUMANS on earth.

#20thoughts

Algorithms will impact1 billion human jobs in 2020

Source: Above and Below the API, Forbes, 2015

20202005

Jobs Automation&

Robots

#20thoughts

Cheap sensors allow everything to become SMART.

Just put smart in front of everything.

#20thoughts

Everything is abundantly available. Everything goes to the cloud.

Money. Books. Governments. Cities.

Content becomes essentially free.

Image Source : Gerd Leonhard, Futurist & Humanist

#20thoughts

With everything being abundantly available, people change from owning ‘stuff’, to

experiencings ‘stuff’

People want experiences.

Image Source : Gerd Leonhard, Futurist & Humanist

#20thoughts

Images

Speech

7%

4%

Source: Andreessen Horowitz, Mei 2017

28% errors

26% errors

Self-learning machines are better than humans, already today.

Image recognition by computers is betterthan humans, today.

Image recognition by computers is betterthan humans, today.

Computers recognize voices, not just speech, today.

#20thoughts

You can ask anything, using smart ”agents”

#20thoughts

The smartphone becomes your VISUAL search box.

#20thoughts

Live 360° video streaming teleports experiences to VR headsets, on

the other side of the world

#20thoughts

Physical worlds are turned into VR 4D experiences.

Image Source : The VOID, NYC

#20thoughts

Pricing of robots fall from 30.000 EUR to 1000 EUR

#20thoughts

Extreme realistic chat-bots are in use by the Australian government,

powered by IBM Watson.Image Source : Soul Machines

#20thoughts

Mobile devices get precise location tracking & spatial computing capabilities

#20thoughts

This makes exact location guidance possible, already today.

Image Source : Google IO Conference, 2017

#20thoughts

In only a few years from now, smartphone sales will decline, to be eventually be

replaced by smart glasses.

#20thoughts

The new user interface will be our eyes, where we control the interface with

our intend.

Image Source : Eyefluence, bought by Google in 2016

#20thoughts

Websites>> Apps >> Messaging >> Assistants

By 2020 websites and apps become less important

In 2019, 20% of all brands will start abandoning their mobile apps, in favor of

progressive and instant apps

Source: Gartner, 2017

What is REALLY?happening here

#20thoughts

The interface is dissapearing

type

Mainframe

#20thoughts

The interface is dissapearing

type

Mainframe

click

Mouse

#20thoughts

The interface is dissapearing

type

Mainframe

touch

Smartphone

click

Mouse

#20thoughts

The interface is dissapearing

type

Mainframe

speakmovelook

Mixed reality

touch

Smartphone

click

Mouse

#20thoughts

The interface is dissapearing

type

Mainframe

speakmovelook

Mixed reality

think

Brainwave

touch

Smartphone

click

Mouse

WHENis this going to happen

?

#20thoughts

Years from now, not decades

Source: World Economic Forum, Six megatrends, September 2015

So the big question is….

So the big question is….What will marketing look

like in 2021?

#20thoughts

Everything will be about technology

#20thoughts

We’ll move from products to total experiences

#20thoughts

From brands to platforms

#20thoughts

Nike+ is opening their fitness data to

3rd party developers.

Gillette lets men try on virtual beards and connects them with 3rd party products & services.

General Electric opens sensor data of their

products to 3rd party suppliers.

And finally, what will your marketing

JOB look like in 2021

?

Marketing organization haven’t changed that much in the last 40 years.

Marketing organization haven’t changed that much in the last 40 years.

That is about to change.

Marketing organization haven’t changed that much in the last 40 years.

That is about to change.

DRASTICALLY.

Everything that can be digitized and automated, will be replaced by

Artificial Intelligence.

Everything that can be digitized and automated, will be replaced by

Artificial Intelligence.

The reverse is also true…

Everything that cannot be digitized and automated, will become

EXTREMELY

Everything that cannot be digitized and automated, will become

EXTREMELY

VALUABLE

#20thoughts

Top 5 skills

2015 20211. Solve complex problems2. Coordinate with others3. People management4. Critical thinking5. Negotiate

1. Solve complex problems2. Critical thinking3. Creativity4. People management5. Coordinate with others

Source: Future of Jobs Report, World Economic Forum, 2016

Such as critical thinking and creativity.

#20thoughts

And fluid teams

Multiple disciplinesFlexible roles and responsibilitiesBuild for speed and agilityCreative use of art, science and technologySet-up and dismantled when needed

#20thoughts

Strategic thinkers become critical to success

#20thoughts

The era of the right brain has arrived

#20thoughts

Creativity in content, data, technology & strategy becomes crucial

#20thoughts

How can you

PREPAREfor 2021 ?

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