Forces Shaping The Web.

October 2013

We don’t believe in digital marketing. We believe in marketing in a digital world.Clive Sirkin, CMO of Kimberly-Clark

There are 7 billion humanson this planet.

The rate of disruption and the pace of innovation.

2010: 66% of all media digital2020: 80% of all media digital

Three forces shaping our world.

The next 2 billion online will be mobile.More people have access to mobile phones than toothbrushes or toilets.

From interruption to engagement.

Stop interrupting what people are interested in and become what they are interested in.

The attention economy requires a shift in thinking.

find the sweet spot

Rules of engagement: entertain or fail.

ENTERTAINMENTBRAND

{The right mixture engages as it informs.It shifts with product, target, methods and where you are in the sales funnel.

[Pure entertainment communicates nothing about the brand.]

[Pure brand information is boring and doesn’t engage.]

Make the brand a believable character in the story (not an afterthought)

R E L E V A N C EEra of Extreme The cost for intelligent collaboration

effectively falls to zero resulting in frictionless experiences.

Forces shapingthe web.

big data

mobility

gamification

augmented reality

internet of thingsNFC

privacy vs identity

convergence

open source

crowdsourcing

collaboration

3D printing

payments

Think platform. Think app-store economy. Turn mobile towards

Image recognition leads to product and price transparency. Hmm?

Google’s vision for Project Glass.TRUE CONVERGENCE meets WEARABLES

AR/ARG’s can lead to engagement and value-added experiences.

AR + ecommerce =

Everything will be sold online. Everything.

potential disruption.

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More value-added | less self-referential.

~ frictionless ~

Applying game theory.

Consider crowdsourcing to make big problems small and mundane tasks fun.

Internet of Things.

Putting it all together: internet of things, gamification, big data ...

1.95B NFC enabled devices expected by 2017.

9 of the top 10 OEM’s support NFC.Only 27M active handsets.

19% of North American retailers plan NFC for payments and loyalty in 2012.

NFC = less friction.

what’s next?forces shaping consumers

Welcome to the BotCave - where Star Trek sensibility meets Maker Culture.

Could the Replicator usher in a revolutionakin to desktop publishing? Investors include Bezos.

Privacy meets extreme identity.

Creating a vision for the future.A - examine a real-world problem

B - Imagine a world without that problemC - Vision = closing gap between A and B

It’s about facilitating human nature and frictionless interactions.

thank youMike LundgrenmLundgren@VML.com

@MGLundgren

Mike joined VML in 2005 as Director of Innovation Strategy.  With 25 years of high-tech management, marketing and product development experience, he has served clients as varied as Microsoft, Dell, Ford, Vanguard and Colgate — providing insights and thought leadership on emerging trends and disruptive technologies and innovation.

Mike is also the author of the comprehensive Digital Acceleration training curriculum — commissioned by WPP for the executive leadership of its network of more than 300 operating companies. Digital Acceleration is a marketer’s Web 2.0 survival guide, providing an immersive hands-on understanding of social media and the shifting channels of brand engagement.

Before joining VML, Mike worked for GE, Apple and Iomega, and he has served as an independent consultant for entertainment and technology

companies and multiplatinum recording artists.

While at Iomega, Mike served as the General Manager of Iomega’s award-winning Mobile Storage Division.  During his nearly nine years with Apple, Mike held various marketing positions, including Worldwide Director of Sales and Market Development for the Newton Solutions Group.

Mike is the curator of TEDxKC, a patent-holder in the area of ecommerce and digital rights management, and a graduate of Missouri State University.

Mike LundgrenPartner, Director of Innovation StrategymLundgren@VML.com

Instructor / Author.