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The impact across the value chain for advertisers and marketers

Date post: 13-Nov-2014
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Jonathan thinks quietly, writes actively, speaks publicly and advises privately. He is a globally renowned businessman and entrepreneur with two decades of experience assisting over 100 companies globally in the creation and execution of commercial and digital strategies. He currently advises Boards of Directors at P&G, Unilever, Nestle and IKEA in business, marketing and innovation strategy. Much of this is operated through his business innovation company ‘this fluid world’ (http://thisfluidworld.com/) which he founded alongside Liri Andersson, an extremely talented businesswoman who created a number of global initiatives for WPP and Cisco. During his career Jonathan has been responsible for creating the world-wide mobile strategy for Ogilvy, created Ministry of Sound’s digital strategy, launched a Sky TV channel, been an advisor to British Government and was the youngest ever Chairman of the British Music Industries Association. Jonathan is the author of cited books, whitepapers and articles on communication, innovation, disruption and business strategy. He has over 100,000 monthly readers of his blog and c.70,000 twitter followers. He is currently writing a book called ‘De-Noise’ which will examine the effect that the distraction of connected technology has upon how we make decisions in our business and personal life.
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Page 1: The impact across the value chain for advertisers and marketers

@jmacdonald

http://creativecommons.org/licenses/by-nc-nd/3.0/
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the signposts

growth areas

maximising opportunities

http://creativecommons.org/licenses/by-nc-nd/3.0/
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the signposts

growth areas

maximising opportunities

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1/3 Use

how the public can create, edit, publish & share

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the socialisation of all industries

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the democratisation of all value chains

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key message:

innovation before today wasjust the start...

...now there are billions ofothers involved

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2/3 Connection

how devices enable people to work together for common goals

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connected by weapons of mass communication

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key message:

people feel more empowered than ever...

...creating disintermediation, with or without authority

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3/3 Engagement

how people interact with products and services

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a) relevance: solutions that close gaps

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b) ease of interaction: zero-friction

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c) value of incentive: rewards in multiple ways

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d) transparency

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key message:

engagement is human...

...meaning the biggest success factor is adding

value to people’s lives

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the signposts

growth areas

maximising opportunities

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incremental

disruptive

today near future science fiction

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Page 23: The impact across the value chain for advertisers and marketers

Value Chain Disruption in 3D

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skylar tibbits - 4D printing

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if production is beingdis-intermediated, where else can value be addedusing mobile?

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the internet of things

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smartpillboxes

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computational clothing

solar powered

interactiveelectronic fabric

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the internet of things

internet of living things

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if currently unconnected objects become connected, what opportunities are there in the translation between each object using mobile?

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digital medicine

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moto x sensors

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nano tattoos

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if people are able to analyse their own well-being in real-time, how can mobile facilitate expertise?

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augmentedreality

contactlenses

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how can we progress from the mobile experience of campaigns to the mobile experience of life?

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mosquito nanodrones

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flyingvaccinators

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squirm microbots

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what ways will nano-robotics effect how information is communicated and how can our mobile offerings act as a courier?

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the most advanced mobile device in the world

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emotionsanalytics

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what systems do we have in place for a public who are able to monitor our levels of honesty inreal-time?

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the signposts

growth areas

maximising opportunities

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Page 46: The impact across the value chain for advertisers and marketers

1/3 Pro-activity: willingness to experiment

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Page 47: The impact across the value chain for advertisers and marketers

2/3 Collaboration: with an empowered public

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3/3 Ethical Innovation: solution-based thinking

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[email protected]

tinyurl.com/jmacmobile

mailto:[email protected]
mailto:[email protected]
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http://creativecommons.org/licenses/by-nc-nd/3.0/
http://tinyurl.com/pac13
http://tinyurl.com/pac13

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