the future of marketing - what will marketing look like in 2021?
TRANSCRIPT
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 ?
GET IN TOUCH
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