Presenting at the iab Interact 2009 in Amsterdam at the end of November, I have been asked to talk about new marketing under the theme of the conference: “It’s the people stupid”.

As my bio states:

“…As technology becomes invisible, the opportunity for companies to connect with participants arises from its understanding of its fundamental ability to ad value to situations in a persons life.”

The presentation tries to identify the difference between traditional attention based advertising (company centric) and new marketing (human centric). Proposing some challenges/opportunities regarding the former and exploring some of the major mindset changes regarding the latter.

The big idea being a continuation of one of my earlier presentations: That marketing becomes the product, adding additional value, eclipsing it and making it unique.

Marketing being the value provider and products being invitations to next generation memberships and subscription models