 Thanks to MDAC, 4A's and e-consultancy for everyone from the government and everybody else for for having me It's really a great pleasure. Can we switch to my slides please? So my job today is to to get you started on the future when I was listening to other speakers before me I was thinking that it's really great to see that you have an initiative for the digital economy here in Malaysia My job as a futurist is to think about what's coming in three to five years So to work backwards from the future and the way I like to do this is by saying you know There's a great Chinese saying that says if you want to know about the future. I'll see your children Because children know the future because they're not busy making money or making plans for the present so that's something to think about when we talk about the future and When we talk about the future of what we could have here in Malaysia. I did quite a bit of research this week on Malaysia I I've been traveling. I was here 10 years ago, but I've been to Indonesia many times and I Live in this tiny country over here is the size of one of your towers I live in Switzerland the population of 7 million which I think is the entire population of the KL Valley It's also 7 million. So I live in a fairly small country I can share some of my experiences of what we do there as well If you want to ask questions, you can of course feel free to ask in person. That's still a possibility Otherwise you can also Twitter ask Gert as the hashtag my name Gert like gastrointestinal reflux disease the same So you can also of course use the hashtag of the organization So first of all about my job. This is what I do I try to touch the trends that are happening in the next three to five years in many ways That means I'm going back to being a child playing with the future. I also try to recognize pattern There's a great science fiction novel by William Gibson called pattern recognition And if you're in the marketing business, you have to recognize patterns before somebody else You have to actually see the future before it's here And the best person to do that in the last couple years decades really was obviously Steve Jobs Who made the future rather than wait for the future? And so this is really important some of my clients with the Futures agency in my company Include Google and YouTube and Samsung and many others and the motto of my company is it wasn't raining Before Noah built the Ark If you know a little bit about This part of the world, it's That's kind of the preview of the future that we're looking at. So first of all, I want to share a message with you There is no such thing as digital versus non digital There is no such thing as air versus oxygen There's no you don't have to pay for electricity when you go to the bathroom. It's just there the internet and digital technology is now becoming like air and Facebook is a highway and Facebook is a way that we all travel on this is an infrastructure If Facebook died for example today, we could still drive on the internet, but we would have to find another route, you know It would be quite difficult So marketing and digital marketing is not separate from other marketing It's the same thing and in five years. We won't be even saying anymore that we are on the internet This is like saying today, you know, ten years ago that you use a fax machine It's just normal it becomes completely normal and marketing as usual is dead And there's a simple reason for that the simple reason is that if we are all connected to each other in A decentralized network and if we live in a digital society We don't need people to tell us what the best cookies are or the best cars that we don't want to buy Because that's interruption what we need is value And really if we're looking at a world around us, here's the inauguration of the Pope 2005 is a picture taken at the St. Peter's venue in in in Rome, of course and people are making photographs and now 2013 every single person at the inauguration of the Pope is holding up a mobile phone and Of course the Pope himself is twittering So how is he communicating with the world, you know, he's basically Sharing his thoughts. I doubt that it's his own thoughts, you know that who knows and then in California We have companies like this company called nest Nest is a company that puts your thermostat, you know the regulation for your for your climate control and your heating Puts it on the internet and connects all the devices in the house So you can monitor energy consumption and compare with your neighbors to save energy It sounds crazy, but in California 7 million people are using this and 3 million of them are sharing their information on Facebook with their neighbors and If they do this it turns out they can share 40 40 percent less of Costs of how you use electricity coming from the sharing from the monitoring for example when you're on the way home You can use your iPhone app to then turn on your air conditioning While you're driving using the internet as a way of getting to your home at the connected society has Mind-boggling Implications for savings for efficiency for doing things differently Now here's one thing to remember is that technology of course Moore's law you may know if you're in technology is exponential When you when you count exponentially as Ray Kurzweil and Peter Diamantes are showing us all the time when you count Exponentially you you don't count one two three four five six seven you count one two four eight sixteen thirty-two There's a big difference technology is moving exponentially In other words humans are linear, you know we go step-by-step and we're not going to get twice as smart in 18 months Yeah, that's not possible for humans, but technology is exploding We think about this for a second the the inventions that we're seeing today. They sound like science fiction. I Can be on top of Mount Everest? last week I was there was quite hard and Make a video to record for your friends on YouTube in real time on top of Mount Everest I Can go in Japan I can go to a bar for a date and I can see the Social network profile of the woman in front of me superimposed over my mobile phone to decide if we should talk or not Mean tumbler last week the social network was sold to Yahoo for one billion dollars for a network of websites And we're talking about mind-boggling exponentiality that we're seeing here So here's the interesting part. I think Malaysia for my research and what I see is at this point of takeoff Malaysia is at the point of four and The next number is not five. It's eight So you speed is exponential in 18 month Moore's law The development of what happens here will be twice as far as it is today and then four and four times as far exponentially When you count exponentially to 100 what do you get? Some math people here, right? You get a billion And that's what we're going to I mean if you see the Internet of Things augmented reality in 3d television Social networks, I mean it's mind-boggling to see the kind of growth that we're going to see here And here in Malaysia right now we're going to see of course everyone connected on cheap mobile devices smartphones Pretty much everyone at low cost and I would I would appeal to the government to make the internet tax-free For example as an example as I have suggested in Brazil to make the internet available to everyone to reduce taxes on it But basically what we're seeing here is that this is a very interesting trend and to some of you also very scary The internet and mobile phones are essentially our external brain And it sounds funny when you think about it, right? Well, we're going to a bar and we used to talk about cars or whatever we talk about as guys at the bar Now we talk about apps Now we talk about you know if we have an argument about the capital of Kazakhstan we can look it up on Wikipedia If we want to translate the language, you know what in within two years? We will have automatic language translation You can talk in Malay and comes out in German even Bavarian German Mind-boggling and this is this is reality. It's not science fiction What will this do to the economy of Malaysia when language is no longer a barrier any language anytime written spoken word video films movies television? Mobile devices are becoming our external brain And you know what because of this external brain if you're in the marketing business if you haven't gotten to the mobile yet You're missing the second brain You're going to miss out what people do there This is why mobile advertising around the world. It's very is very small. So I think in Malaysia is less than 1% if I'm not mistaken It's going to go mobile digital social and interactive in games is going to take up between 30 and 40 percent of the entire Advertising budget which is a trillion dollars a year advertising marketing and public relations because mobile is our second brain in Many ways you can say you don't like this idea because it's it could be scary Because if you lose your mobile, it's like losing your brain somebody can use your brain instead of you But there's huge habit shifts and budget shifts and if you're sitting here today and you're saying well I'm not sure about mobile tomorrow or so but this is like the railroad guys You know when the railroad came along in America the horse shoe makers that the one that made the horse shoes They weren't happy about the trains I said we don't need trains. We've got horses and there's a famous saying about Henry Ford Henry Ford says if If I had asked people what they wanted they would have said faster horses, but he made cars We're going to go exponential and there isn't much you can do about it We're going to see disruption at an extraordinary level folks up here the mobile phone operators If you have a smartphone with a data plan, are you going to use SMS? Well, only if somebody else doesn't have vibro what's app or whatever, right? But you know the over-the-top applications are winning And we're talking about three hundred forty million dollars every single day that are made with SMS around the world And the mobile operators are facing the end of SMS, which is anybody from the mobile business here Hey, this is something to worry about okay, so We're seeing all this stuff like shop Showrooming where people are going to a shop and then Google on the internet to find the cheaper some welds I'm sure you've seen that we're seeing the end of television as a dominant medium That's combining with the internet converging. We're seeing music and on the internet health Analysis on mobile devices people monitoring their own health And the doctors don't know what to do about this We're seeing money shifting to smartphones digital money in five years. We're not going to have credit cards In many cases, it will be digital money completely And think about the shift that makes you know if you're in the banking business The mobile phone guys and the network operators are taking your lunch Just look to Africa to see the difference. The basic thing is about this When you apply technology when you're using the internet as it was designed You're going to see the the control shifting to the user If you don't want the control to shift to the to the user you shouldn't have the internet You can't have both You can't remain in control of all the pieces of activities including politics including the economy including Banking and at the same time use the power of the internet for the network That's not the way it works And when you have any innovation you have failure I Went bankrupt with my internet company in 2001 like everybody else did in 2001 But in America is a sign of distinction that you went bankrupt If you don't if we never go bankrupt people say well, it's not you know, it must be something wrong with him In Germany if you were bankrupt, you know what happens you can just go into a grave and close the lid so When this happens when you have innovation you have to allow failure and this is something that I think I live in Switzerland We don't allow failure We'd rather not do anything than fail And I guess what this is this is the quickest route to failure is not to try anything So this is definitely something that we see here. I mean we're facing now mobile revolutions that of unheard economic scale This is like the printing press first going from handheld devices then going to projection onto our Hands and then Google glass going right next to our brain and very soon sounds like science fiction the internet on my iris Wikipedia implants Think about that. I would like to have one, you know, if anybody of you makes one. I willing to try it But it's a key trend in Malaysia, you know that And everywhere around the world really is that the internet is moving to mobile networks I mean if you look at the numbers here for Asia, they have doubled in one year doubled in one year So the future is in five years 80 to 90 percent of the population online at on mobile devices not on desktop computers So if you're in marketing and you're not getting this you're in deep trouble Because your entire audience is moving to the mobile platform. We don't have a mobile website. You don't do mobile commerce You're not going to be there in 2012 my research has dug up this one article very interesting saying that Digital marketing isn't really working in Malaysia. You should be the judge of that But this year I'm seeing these stats and I think Malaysia is close to reaching digital maturity in terms of e-commerce in terms of new Companies that are launching and all the activities that you see here seem to be very promising So there's a bit of a reset That's the topic of my speech and The reset involves a risk it involves ambiguity You know not knowing what's going to be next and involves having to be fast speed over perfection is a very un-german thing to say But it's important to be fast it involves risk-taking if you're looking at this You know banks and on Facebook are begging you to like them interesting phenomena Trust in Malaysia is a key factor. This research from Edelman shows that Malaysians are much more interested about who they can trust Then the price of a product. I mean this next slide shows you here that Basically 82% of Malaysians are looking for brands to do more than just sell something I mean this is nothing to do with digital. It just makes it even more pronounced digital and of course now there's a Malaysian man was sentenced to tweet It is his excuses in a defamation case and of course a air Asia's use has been widely documented So a bottom line of there is this It's all about trust Marketing and buying and commerce is about trust. I don't buy from people that I don't like I don't buy from people that I don't trust and I don't want to talk to you if you're not interesting That's not you but now on the internet. This is becoming pronounced and our job is as as marketers is to create that trust and to create a funnel And it's not to control people as to what they should be buying So now we have in the next couple of years. We're looking at this huge interface of technology, you know machines software and smart agenting technologies and humans This is a key topic for marketers because guess what as a marketer you need data If you don't have good data Matrix and reports and also tracking and of course you don't know what's going on. You can't measure your efforts So what's gonna happen the next five years in terms of the data? We're going to into a mind-boggling future of where we have this phenomenon called big data And I'm sure you're familiar with that word. Everybody's talking about it these days But basically it's like this we have humans we create huge amount of data on mobile devices rating tracking cookies Sharing and so on and that data is used with information interfaces that are completely new feeding into smart intelligent agents Google's latest product. I'll show you later called Google now and Google's one of my clients, but I'm not divulging anything. You don't know But Google now allows you to bring up Google now in your on your mobile device Android and iPhone platform, I think at this point and it's Anticipating what you're going to do because Google now reads your emails. It looks at your calendar It looks at everything that you do and it says you arrived in KL There will be a thunderstorm at four o'clock take an umbrella and it tells me this at ten in the morning Now this is true smart technology because I haven't asked They send it to me it came to me So we're going to see how this plays out with artificial intelligence. We're going to need mechanisms This is where the government has to come in We need mechanisms of permission of trust and of recourse if you mess with my data. I have to have recourse The next thing is we need standards For all this how this all these things happen together who's allowed to do what? How we're going to have an open platform with interface without standards won't work And of course we need regulations and policies and ethics a Lot of these things can't really be turned into law, but their ethics nevertheless So then we have to talk about how this all will come together. I think this is a very big topic So here's Google now Google now. I'll play you a short clip takes all this personal data your permissions You're tumbling knowledge and turns it into a product great example of the future of marketing Instead of having to sift through and organize all the information you need throughout your day All that information is ready at the exact moment. You actually need it Introducing Google now now with Android one simple swipe gives you the information that is relevant to you right now As you leave your house Google now is smart enough to check current traffic conditions and has prepared an alternate route for your commute I'm not going to go much further because you can try it out yourself This shouldn't be Google commercial, but it shows you a very nice trend and the trend is smart Interactive anticipatory Dynamic fluid wanted all of those things together and that's the future that we're going to see for internet technology This is Mauna Kea in Hawaii. Most of the mountain is underwater. I think most of the opportunity is here in Malaysia That's where the flag is and they're still underwater You've only touched 10% of the possibilities of these technologies that we can actually use and it's going to again It's going to be exponential. So the question is to me in order for any of this to work This kind of technology marketers need permission and that is the name of the game permission and data You don't have permission you're dead and the future is going to be five years from now Permission is the name of the game permission and interest and what's called like a nomics Because permission requires liking if I don't like your product. I don't like your brand. I don't like your company. I don't like your people I'm definitely not buying from you And this wasn't true 10 years ago We're still buying from Microsoft even though we didn't like any of their people because we didn't have a choice Today we've got all the choice in the world what television to watch what books to read and it's all about liking companies And it's not about using those liking mechanism as a as a mousetrap, you know when I talk to marketers a lot and to brands The first question I get tell me how I can quickly use social media to make more money This is entirely the wrong question Because it's not about that it's basically about this process of opening up what you do in a much larger story How you can get to use data that the consumer gives you and this is a love-hate relationship as I'm sure you're aware of Some things about Google or Facebook. We love and other ones. We hate It's a constant back and forth with the data that's being used I can tell you one thing as a marketer and this is going to be so true in the future Violating trust you may as well kill yourself You can make a mistake and you can come back and say you know what we launched this product and it sucked with sorry We can come back you can make it. It's okay to make a mistake But you cannot violate trust on a regular basis and this goes for governments it goes for politicians It goes for bankers it goes for marketers and That is really what digital has taken us because digital technologies mean empowerment Empowerment of the individual user and the network and This is something I think that we have to accept that also a key requirement is standards You know when the railroads came to America In the 17th century, I think it was They had two formats a white track and a narrow track And when you were going from east to the west you could not change the train because in the middle of the country You had all of a sudden switch to narrow track not good So the railway didn't take off until you decided that we have one kind of track So for privacy For social media for advertising for data. We need to develop a track a standard It should be an open standard a public standard not a closed standard, but a standard nevertheless Some guideline that we need to safeguard the user and their interests and also very important we don't want to be like Minority report the matrix to where we are remote controlled by brands We have to have a way to opt out the European Commission has said That it's very important that people have the right to remain private when they choose to and This will be also important for marketing Personally, I believe that most consumers are interested in hearing from good brands brands that they like Offerings that they like Starbucks fans on Facebook drink twice as much coffee So I'm not worried about this let the couple percent opt out if they want to that's not going to be a big thing Radical consumer empowerment as marketers. We have to understand something that we have to be better Than others not louder There is a difference Okay, it used to be that the loudest Yeller wins I mean I used to be in the music business and I can I can tell you that many bands and artists that used to be Superstars were not that good But they had good marketing Today in the age of YouTube and Facebook and Twitter if you're not the best you're gone Here's a great example for a company that has learned how to be best by delighting the customer Amazon You So Jeff Bezos is a guy to watch when it's about customer delight You should take Jeff Bezos principle where he says that anything is less important than delighting a customer So he built this app that allows me to go in a store and look at look at the product with a barcode Or even otherwise and get a price comparison in the store Now this would put the fear of God into a store. You can imagine And what are stores doing? They're saying you know what you can use our network to go online But when you see a price you can come and match it and if you buy three of those and we'll give you something else And they'll find a way to do with this to take it inside rather than to stop it The worst thing you can do is to be like the music business The music business said people are changing the way that they consume people have more powers and we don't like this So we're going to try to shut them down and and take them to court to force them to buy something else And what do we have today with the music business? I'm sure you're aware 75% of revenues decline in 10 years You don't want to be with this kind of brand so radical empowerment and we'll see some serious disruptions that will reboot Marketing one is the mobile internet And I would predict that most of mobile internet in the next five years will become close to free or feels like free Which is just included in a bundle Same goes of course for music, but distribution will will change this model and of course the automation of knowledge work For example being able to look for stock financial data and so on smart technology agents will do this for us and the internet of things traffic lights connecting to the car No energy supply at home being monitored by devices And you should take this out on the web. There's quite a few things on this topic So there is this thing called the internet of everything and this is what we're seeing right now is that it's no longer Just about people connecting but also about appliances connecting about houses connecting cars and so on now Think about this for a second. It may not be so useful to have your toaster talk to the internet But when you think about one step further if I have asthma And I promise with asthma and if I use a device that's you know, the inhaling device if that connects to the internet There's a product called asthma polis and asthma polis allows those devices to connect to the internet And everyone that has asthma can broadcast where they are and what places you should avoid because of the quality of the air Or it can alert the parents to having used it too much or too little and so on and so on So there's a huge amount of benefit in the connected world Going back to marketing for a second. This is the elephant in the room Here today that we're looking at one trillion dollars for advertising marketing and public relations And we're facing this that we have to stop disrupting people Give them meaningless information for stuff. They shouldn't buy in the first place And that's basically what most marketing has been before the internet You yell out enough somebody will buy your product So now we're looking at the end of disruption and what that means is we're switching from this idea of the mousetrap You know creating a place to capture people to this idea of a magnet being attractive Look at the successful brands today that I do in this like Amazon eBay Well also Southwest Airlines and Harley Davidson and Air Asia and many others. They're using attraction not force Trying to get inside of people's head This is a scary part, of course when you're looking at the evolution of the internet, you know going from the outside All the way to the inside But guess what you'll never buy anything unless it's inside of your head Unless you're immersed and you really want this you're never going to buy anything because there's no other reason people don't buy cars because they Go faster They buy cars because somehow this brand got inside of your head So that is the mission I think getting inside and if you're looking what's happening on Twitter today Mind boggling the changes that are coming three days ago Twitter launched a way of getting hired resumes on Twitter So this company here in Ireland They posted a ready a job opening on Twitter with a mechanism of a Twitter cart And then you can go and actually apply on Twitter. No resume sending those to be directly through Twitter You can apply for this company called demonware through Twitter Reinventing how hiring works now. This is really empowering of course to companies No, my ad hunters no more HR, but also to users and It makes the transparency as they as a winning proposition Smart intelligent agents like for example this short clip here from Audi Oh What do you want to do tonight Italian or sushi very funny, huh? Oh come on I know you have something special planned for my birthday Yeah, well as soon as I'm done with this meeting, I'm gonna head back to my place. Maybe there You got this I got this okay Call of the TP strobe Bonsoir le petit bistro. Hi. I would like a table for For tonight, I'm so Sally. We are fully boot Okay, what next local search bakery online destinations You get the idea here is a very American video. I apologize, but I couldn't change her voice or anything But now you can see what technology is doing to us technology is no longer dumb I mean, yeah, let's face it technology was pretty dumb until a few years ago and Search is pretty dumb, you know, because you have to go in and say I'm looking for fungus nail cure or something And and you find this but today the next technology will anticipate what you're looking for and this is where marketing comes in We have to want to be found otherwise. Nobody's going to care the future of media I mean if you're looking at these graphs in the US, it's really quite simple What's happening and this is by newspapers magazines radio stations and others are in deep trouble At least already in the US because everybody's looking to decrease their budget because they don't do this And they don't get inside of people's head Their mass media's and on the left what people are looking to increase Mobile media social media marketing automation social networking blogs and so on This is American numbers, of course And in Europe were a little bit behind this as well But you can sort of see where things are going the question here in Malaysia is to me is not if but when Will this happen and I'll let you be the judge. I can't tell you but I think from what I see again It's an exponential thing that we're going to see here not if but when We have to face this fact and I think this is a huge opportunity for a digital economy. All marketing becomes data driven digital and real-life convergence Real-time social mobile local fluid and predictive and I'm literally talking about all marketing We'll stop talking about online offline digital, you know meat space contradictions, it's the same thing And most people know this in our real life. We don't distinguish between, you know, what we do online and what we do otherwise So we had this transformation that's driven by digitization You know, we're going from this is also very much a challenge for brands, you know for your clients is to help them In this transition they're going from a product to a service to an experience So as an example computers used to be about boxes Then computers were about tablets and going into the cloud and guess what it is now. It's about the cloud Computers are about the cloud cloud computing the same goes for data from the botanica to Wikipedia To the implant going into a database minority report. It's all becoming the experience So a lot of brands have serious problems with this because that they want to sell products Publishers want to sell books not data So it's been said many times that in this world where we're moving into Data is the biggest resource data is bigger than oil and thankfully I have to repeat myself with this But it's worth repeating that in fact Business intelligence is based on this new factor that data is the new oil Data is becoming more powerful than oil and I think Malaysia does not have a lot of oil If I'm not mistaken, you have some Or gas I think But the future of the digital economy is not oil. It's is data and Anybody can participate in this Anybody that knows how to handle and to mine and to refine and to dig up data the rise of intelligent data Driven marketing now this does not mean the human is taken out the opposite Because when you have intelligent marketing you need humans to make it tangible to make it human I have a slide on that in a second So we see in this shift the different spheres of volunteer data of observed data And this is the scary part the data that can be inferred about you and Most of our future marketing will be about inferring data That means finding a way of saying if this person does this and they have volunteered the state to predict who they are And what they want to do To create a digital fortune cookie where you can say okay, I think my target group is here This is all data-based things. So the question I have for you as agencies and as people How will you manage to be indispensable? Because here's the law of digital Darwinism Okay, the law of digital Darwinism says if you can be dispensed of you will If people can find a way around paying you for something or using you or talking to you they will do this Because somebody else would supply better way of doing it So as an agency being indispensable is crucial and to me this comes in this has nothing to do with technology This has to do with this The fact that we can have data and knowledge and information, but what really what our clients want from us is not a bunch of data We use that data. It's wisdom And generally speaking It's intelligence and For the next foreseeable 50 years Robots and computers will not have this intelligence. I don't know what what Ray Kurzweil says from the singularity I'm convinced that for the foreseeable future. We have a pretty good space there to provide the intelligence of self So I call this as an opposite to algorithms, you know, which are based on technology, of course I call this the humor rhythms And I think we in the creative business, you know marketing is a creative business We have to focus on humor of them see making it human because our buyers and customers are humans and not robots And we have to take this data and use it to make it smart emotional or fluid and organic This is a great slide from IBM And this is a really great way to look at this where they're saying most companies have massive amounts of data at their disposal But fail to use it in any good way in a meaningful way This is something you can bring to your clients. I think on a daily basis because they certainly need it so a Few most lights and all will have some questions most importantly. I think when consumers have infinite choice and all the options You can go to a thousand restaurants. You can rate anyone you can go to the trip advisor and look at everything All these things then brands and their agencies become sense makers. That's really what we do marketing is sense-making Saying that you know if you're looking for a car you should look at this duration because it makes sense Not because the cheapest of the prices are low. Patagonia has a campaign that says don't buy this jacket That's the campaign for a jacket company Why it makes sense for them to be environmentally friendly and the year they launched this campaign in America three years ago They're sold 18% more jackets Because they appealed to people what makes sense the same goes for Nike the same goes for the red brand in Africa and For Pepsi refresh Making sense out of things. That's the mission. I think for digital marketing. I Also believe that the agency of the future will be asset light In other words our assets will not be huge offices and equipment and tons of people but creativity and Being able to tap into a global network as this slide from kind of Perkins says and being able to use people all over the world in different ways So a bit of a summary Digital is the new normal and if it's not quite here yet, don't worry about it because the speed is exponential We are fully in a digitally networked society and everything that comes with it including the threats the privacy and And the abuse of the internet all these things. It's like nuclear power. We have nuclear power We have to deal with it. We can't just stuff it back into a hole It's there Offline is a mental state It's not a technology state. So what I don't want to receive. I'm offline, but I'm not it's not a technical question Data is the new oil And this is a huge opportunity for Malaysia because clearly you can be a player in the data economy in the digital economy Without having to have that in the ground. So the takeaway and to do something about hopefully in the next couple years first complete convergence Convergence of online and offline Convergence of digital and real-life marketing as my slide has shown order all of these things are coming together second Linear thinking will kill you You're thinking of your clients of yourself is going one two three four five six seven. Well, that was ten years ago Now the next step is four eight sixteen thirty two and the speed is not going to be less is going to be more So our our challenge is to stay human among the speed because we can't move in this fast way as humans But to understand what happens here third Big and smart data. This is the weapon of course that is for market has always been of course But now because of the internet we receive a giant boost in the arm from this technology that we can use to analyze and do things fourth Interpretation and prediction Using data we can actually devise models of what will work where and how in real time We don't have to guess We still have to be creative, but we don't have to guess And the big differentiator for people and for agencies is not to be smarter or have more tech or have more money Or have more LinkedIn connections is to be human To create Human rhythms, not just algorithms The future of agencies in my view is you have to make yourself indispensable How do you become indispensable on your thought leader? You're a person that people can work with you have human qualities You know a lot you have a large network at all of the soft factors that used to not matter so much and now they matter That's the only thing that matters I leave you with this quote from Alan Kaye famous futurist founder of Intel He says the best way to predict the future is to invent it Now I wish for you guys to invent your future. Maybe starting today Take a leap and invent your own future Thanks for your time, and I look forward to discussion later and also to some questions now. We still have time Thank you very much. Oh by the way You can download all of my free books and my slides at this website called good cloud Good cloud is a Dropbox account that allows you to download all of my slideshow I would be putting up this slide show in the next couple hours Good cloud is just a link to a Dropbox folder a public folder all of my free books in there and and various other things that you can Download and I have an app. You can also receive my information on do we have any questions anybody tweet it? I didn't see you working with your thumbs here, or maybe you tweeted with your Google Glass I don't know or with your iris internet iris Any questions or comments? Yeah, please Hello, can everybody hear me? Thanks a lot good wonderful presentation My name is Andy a little bit about myself For the past 14 years. I've been living in New York. I'm a digital strategy Marketing and communications My question is I didn't have trouble with the clients in New York and while I was Practicing my craft there But since last year I've been back I met a lot of potential clients here and it was very hard for me to convince them Because they say I've been around 40 50 years and I've been doing classic advertising classic marketing And I've been very successful. So if if you were me How can you argue and make the case that digital marketing is the future for them? Thank you You don't have to argue. I think that the What we're seeing around us is kind of self-evident, but there's a great saying that says, you know logic proofs and intuition discovers Logic proves to us that you won't get killed for running ads on television. I Everybody has always done that But when you discover what people are actually doing and social networks or in digital media and with games and with video You could find a way forward and basically with my clients what I do is I say, okay Don't give up your other stuff because you feel very safe with this But let's start a new let's start a new part of how we do that's put a little bit of money into this pot And so we can see how it evolves and if you see what's happening in America and also starting to happen in Europe And Mercedes-Benz America just put 35 percent of the entire marketing budget into digital, you know mobile virtual Games and gamification and all these kind of things we see on this trend on a global basis. I think seeing is believing So in other words when I see a client who isn't ready to commit I try to push him into the water to see how he can swim Because you know, guess what if you if you want to learn how to swim you have to get wet So if you're not actually using any of these things yourself, you're not going to understand why people use them So that's just something to experience and also to kind of show the environment. I think basically The speed is so fast now that by the time you're done making that shift a lot of people won't know what happened They'll be blindsided and we see for example in Europe. Most of the publishers in Europe They knew that what was coming for five years that advertising was going away from print And they always said you know, no, no, we're we're such good writers and you know And what happened within one year, you know, 27% decline except for Eastern Europe is just a question of when not if So also a short answer for this be I think for some clients. It's important to feel the pain To anticipate the pain because they won't do anything unless they feel the pain So as Steve Jobs said, there's only two things that makes people move one is pain the other one is love Falling in love with something So I use that therapy with my clients. I give them a little bit of pain. I'm good with that being German and Then I also try to inject some ideas into them, you know to for them to get excited about the future So I use that double strategy and it's important to see that, you know We don't have the time because things are exponential to wait and see I mean, I live in a wait and see country in Switzerland They wait and see and if something looks like somebody else has successfully done it they throw money at it and they do it better That strategy is doomed for dramatic failure Because we will not have the time to do that in the future because things have accelerated So speed is of the assets Any other questions or comments or tweets or responses? Donations Okay, well, we'll be having a panel here later this afternoon and we can still continue to discuss and of course I'll be at the break. Otherwise, treat me ask Gerd use the hashtag or G Leonhard on Twitter. Thanks very much