Thanks to a recent Twitter conversation (with @copysense) I was inspired to make a lot of use of a newly found tag line "Data is the New Oil" during my presentation at the Mobile Marketing session at CommunicAsia 2009. You can download the PDF CMMA Mobile Marketing Futures Gerd Leonhard Public (15MB PDF). Apart from data, trust and oil, this is what I talked about:
The State of the Mobile Marketing Industry and beyond: Consumer
generated content, social networking, online on-demand video,
engagement and the death of television as we know it - The velocity of
change only seems to be increasing. Zenith Optimedia estimates online
advertising spending will grow 8.6% in 2009, reaching $54.3 billion by
the end of the year, even as the overall market slumps by 6.9%, as
marketers increasingly leverage digital media and technology platforms
to establish a dialog with their customers, optimize messaging and
delivery and, ultimately, drive brand preference. How will the
looming recession impact on media and advertising? Will digital media
suffer along with other platforms or might our industry benefit from
these tough times as marketers shift a disproportionate amount of
spending to performance-based marketing channels?
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