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BACK

TO

THE

CONTENT

FUTURE

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The Democratization of Publishing

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• Publishers were the ultimate gatekeepers

to success.

• The first challenge to the system was

Hogarth Press in 1917.

• Virginia Woolf and her husband published

books “the commercial publisher would not

look at” by T.S. Eliot and E.M. Forster

The Democratization

of Publishing

From elite boys club to the self-publishing revolution

+

=

?

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• Self-publishing used to be seen as a vanity

project.

• Now it is a completely legitimate way for

writers to bypass the agents, publishers

and book sellers and go straight to the

customer.

The Internet Destroys

the Gatekeepers

The ability for anyone to have a public platform allows the public to determine value.

• 287% = Growth in self-published books since 2006

• 4 = Number of books on latest New York Times Bestseller list that are self-published

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• Fifty Shades sold 70 million copies, more

than the entire Harry Potter series

• Was the sole reason e-books overtook

print for the first time in August 2012

• Is so poorly edited it uses the word “hair”

763 times in 1,700 pages of prose (or once

every 2.5 pages)

Democracy =

Idiocracy?

Will the democratization of content distribution create an easily corruptible system with uneducated selecting the intellectual course of our culture?

+

=

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• Trusted Tastemakers: Bloggers, authors,

and yes, still publishers

• But also opportunity for marketers to

curate talent for brands and provide

platforms that allow for new forms of

advertising on popular, quality work

We Need a

Representative

Democracy

Who are the elected officials in this scenario?

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The Marketer as the Network

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Old Networks are

Dying

The Aereo vs. Broadcasters Case

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“We’re Not An Agency,

We’re a Content

Network.”

What if we owned our own content channels, built our own networks and audiences, then charged brands access to them?

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It’s Happening IRL

The Onion and Home Depot: a Match Made In Marketing Heaven

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Hyper-Localized Content

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Creating a 1:1

Relationship

Hyper-localized content created by brands anticipating consumer need while they move through daily life.

• Mobile-based push offers that provide

utility

• Scalable for franchises with dynamic

inserts

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Ripe Industries• Higher education institutions, esp. community

colleges

• Food & Beverage

• Community banks and credit unions

• Convention and visitor’s bureaus

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Augmented Reality is a technologyenriching the real world with digitalinformation and media.

AR makes available moreinformation for us users bycombining computer data to what wesee in real life.

Using the camera on your phone,you can point it somewhere ‘live’ toget information overlay of where youcan find the nearest cafes or diningplaces.

Augmented Reality (AR)

(Image Source:

SPRXmobile)

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Everything from door locks to lightbulbs to refrigerators is starting tocome equipped with Wi-Fi or Bluetoothconnectivity.

Appliances are connected in a simpleiOS app where you are able to grouprelated appliances into ‘suites’ so thatyou can say something like, “Getready for bed”, and your phone willknow to turn off the downstairs lights,adjust the thermostat and lock thedoors.

Universal Remote Control

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No more having to pull your phoneout during inconvenient times likewhen you’re cooking, driving, or in ameeting.

Google, Microsoft, BlackBerry, andApple are all working on softwarethat will let you control your phonefrom your car’s dashboard.

A Remote Controlled

Device

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With the rise of smartwatches tosmartglasses, will the smartphonecontinue to be the primary interfacefor most people?

Wearable's have the potential to bequite a disruptive market if they gainconsumer acceptance and cultureissues are overcome.

Wearable's

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Smartphone-makers are starting torealize that they can take the health-tracking trend mainstream bybuilding native hardware andsoftware for it.

Devices to measure blood pressure,monitor blood sugar, hear heartbeatsand chart heart activity are already inthe hands of patients.

Personal Health Monitor

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There will no longer be Traditional and Digital Media,

There will be just Media.

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• Traditionally television is bought using

GRP’s and CPP’s, and targeted to a

demographic.

• The future will allow us the same type of

targeting and segmentation we have digital

media.

• There will no longer be two separate video

buys, one buy will place spots on TV’s and

Online.

Television

We all know TV viewing habits have changed, so will the way we advertise on it.

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• Direct Mail campaigns will include a

display campaign directly targeted to the

individuals who received the mailers.

• When you place a print ad, you will also

incorporate an augmented reality

component or a directly targeted display or

video ad.

Cross-Platform

We as consumers don’t consume media individually, why is it still planned that way?

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• Billboards will be able to provide a

personalized message based on your

recent behaviors, purchases, location, etc.

• As you walk into a mall you could see a

message for your favorite retail store.

Outdoor

Talk about the right message at the right time in the right place!

DATA 2.0The future of data

Better information collection

Better information processing

Data user

VS. Data author

http://www.youtube.com/watch?v=xTjejvnBJfU

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Everyone is a genius.

Albert Einstein