Decoding Tomorrow:
Futurism and Foresights Today

Recently, I was invited to be the resident futurist keynote speaker at the 2012 #drupa conference in Dusseldorf, Germany. #Drupa is pretty much the Olympics of the printing and digital solutions industry, and the latest innovations, thought leading insights, and disruptive trends are on display at the event. The industry is one that is under a lot of pressure at the moment as the modes of communication and consumer behaviours are undergoing paradigmatic shifts. Dealing with change was one of the key themes of the #drupa conference, and as the closing keynote speaker I was invited to share insights on the key creative tensions between the old, analogue world, and the new, digital world. To scenario plan the future of the printing and digital solutions industry, I created the following model to ensure that industry experts could make sense of the external drivers of change that are influencing the industry. 

This model is a 2 by 2 matrix with Analogue and Digital Modes of Communication on the extremes of the X-axis, and with Knowledge and Data the key modes of analysis on the Y-axis. In an industry where cross-channel communications will be key to engage digital minds and analogue hearts of consumers in the future, the combination of effective analogue and digital communication modes is crucial. Equally critical for communications experts is to incorporate the constant flow of data into the marketing and communications mix, and to ensure that that data is turned into analytical knowledge of consumer behaviour and insights. 

Thus for effective cross-channel communications to exist, communications thought leaders need to advice their clients on how to circulate and spin through the above model. 

4 key areas need to be pointed out here.

1. Relate

2. Connect

3. Collect

4. Tweak

For example, in the top left hand quadrant 1, a communications piece like a tailored brochure must relate to the consumer in a personalised way, as we receive that printed brochure as a consumer with variable print, customised images, and tailored status, we should be connected in quadrant 2 to take some kind of action, for example via Personalised URLs to help us enter further data that the communications expert can collect. 

This data collection is a crucial step as the consumer is connected to the digital side of the model, where cross channel communications via mobile, desktop, and tablet devices drives new modes of interactivity between brand and consumer. At this stage, it is critical that the communications expert digital engages with the consumer, in order to start analysing consumer behaviour so that he or she can start tweaking the next sets of digital and analogue marketing pieces for the consumer, and so the cycle starts again, with continued refinement, agility and impressively relevant info being delivered to the consumer. 

• What do you think? 

• Is this a helpful way to think about the future of communications?

• How do you like being interacted with by brands?

If you want to learn about the future of communications, why not consider hiring Anders as your next keynote speaker at your stategic review or conference?