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.
Sometimes I wonder why do we still call digital campaigns “digital”? The artificial division between digital and non-digital should be dissolved. This hurts the ability to create well-integrated campaigns. Digital is part of life, and the boundaries of offline and online have all but disappeared.
The issue now is how to harness the power of digital platforms for your brands, across all offerings. The channel centric strategy won’t cut anymore.
BÜMII: 12 Tips to Convince Anyone About Online Video Marketing ↘
1. VIDEO IS WHERE YOUR CUSTOMERS ARE SPENDING THEIR TIME
- YouTube alone has over 4 billion views per day, and it’s the second largest search engine next Google, which owns YouTube
- 78% of people watch at least once a week and 55% watch everyday
I should just end the article here. Game, set,…