Tag Archives: Futuretainment

The Future according to Mike Walsh

Mike Walsh, author of ‘Futuretainment’, presented at a recent AIMIA Brisbane event: “Yesterday the world changed. Now it is your turn” which I attended. For the one-hour session I felt Mike covered a lot of ground, but not once did I feel “overwhelmed” by the information being given to us.

Working in an industry focused on “The Internet” I often find myself disillusioned with the internet and we share a love / hate relationship. When Mike said that we get lost in the “stuff”, the day-to-day routines of our internet patterns and forget the magic of it all I knew what he meant. We do forget the magic of the internet. We focus too greatly on the devices or platforms and forget just what the internet and technology in general can provide us.

I’ve been reading a lot about design thinking and service design lately and Mike’s presentation only further served this area of obsession for me. The most prominent lessons from his talk being:

  • Content is the most important thing. Brands must begin to thinking like media companies – publishers of their own content.
  • Data will very shortly be the most valuable asset a company owns.
  • Your digital behaviour is and will increasingly be an indicator of your likelihood to behave in a certain manner. For example, bank loans in the future will not only take into account your credit history but also things such as Klout rankings.
  • Our jobs as digital marketers is to understand the structure of connected audiences.
  • Gamification is the behavioural logic of how people expect to interact with the world.

Here is a selection of video’s from talks Mike has given.

Yours in futuretainment,

Justine.