Toronto
October 20, 2014
Wikibrands - Reinventing Your Organization in a Customer-Driven Marketplace
Sean Moffitt
Managing Director - Wikibrands
@seanmoffitt
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Content 2015: Post-Modern Engagement, Immersiveness, and What That Actually Means презентация
Содержание
- 1. Content 2015: Post-Modern Engagement, Immersiveness, and What That Actually Means
- 2. DIGIDAY14 Content poll #digiday14 #wikibrands #content2015 @seanmoffitt @wikibrands
- 3. CLICKABILITY #DIGIDAY14BINGO @seanmoffitt
- 4. Marketers are Winning Again
- 5. Caveat – Even 18 Months in a
- 6. THE SELFIE is 18 MONTHS Old …
- 7. “Content” represents a dramatic shift for marketing
- 8. THE IMPORTANCE OF CONTENT MArketing: The Industry
- 9. Marketing Magazine Coverage Breakdown CONTENT
- 10. So if everybody is getting better content
- 11. Clickthrough Rates Email Performance 2006 2014 2008 2010 2012 Source: Epsilon Open Rates
- 12. Organic Reach of Content Published on Facebook Source: Ogilvy
- 13. The Fight for Attention Minutes
- 14. “Content Marketing is the only marketing left.” - Seth Godin -
- 18. So…The Future? Emotional Content or Data-Driven Content
- 19. CONTENT 2015 – TREND #1 – MORE
- 21. THE RISE OF NATIVE CONTENT AND ADS
- 24. CONTENT 2015 – TREND #2 - VISUAL
- 26. CONTENT 2015 – TREND #3 - PERSONALIZED
- 28. CONTENT 2015 – TREND #4 – HYPER-CONNECTED
- 31. CONTENT 2015 – TREND #5 - AUTOMATED
- 32. CONTENT 2015 – TREND #6 - IMMERSIVE
- 34. CONTENT 2015 – TREND #7 - SMARTER
- 35. CONTENT is Morphing – 6 Forces @seanmoffitt MOBILE LOCATION DATA SOCIAL MEDIA3 SENSORS CROWDING
- 37. CONTENT 2015 – COUNTERTREND - PRIVACY 53% Data Pragmatists 31% Data Unconcerned 16% Data Fearful
- 41. Emotional
- 42. Open
- 43. Open
- 45. Human
- 46. “Companies need to catch up to
- 47. Agile
- 48. Behavioral
- 49. Personal
- 50. “There are more smart people outside your
- 51. Crowds like to participate, but somebody has to lead them.
- 52. Curated
- 53. Curated
- 54. Customer-Centric
- 55. WE-Powered
- 56. “Lots of companies don't succeed over time.
- 58. Integrated
- 59. Innovative
- 60. Tech-enabled
- 61. New forms of content - The Connected Patient?
- 62. New forms of content - The Connected Car?
- 63. Home Technology Application Areas Caregivers: Monitor fridge
- 64. New forms of content - The Connected TV?
- 65. “In 2015, it all starts with the
- 66. Immersive
- 67. Visual
- 68. Causeworthy
- 69. Causeworthy
- 70. “It’s not what you do with your product, it’s what they do with it.”
- 71. Shareable
- 72. Experience-Building
- 73. Solves Life
- 74. “Without strategy, content is just stuff, and
- 75. Resourceful
- 76. Data-driven
- 77. Commerce-driven
- 78. Content Transformation Ignore the 8 content trends
- 80. 18 months is a short time, where will we be in… @seanmoffitt @wikibrands #digiday14
DIGIDAY14 Content poll #digiday14 #wikibrands #content2015 @seanmoffitt @wikibrands
Слайд 1Content 2015: Post-Modern Engagement, Immersiveness, and What That Actually Means
CMA
Digital Day
Toronto
October 20, 2014
Toronto
October 20, 2014
Слайд 5Caveat – Even 18 Months in a Connected Age is a
Very Short Time…
Teenager’s Favourite Social Network
40%
20%
Fall’12
Spring’13
Fall’13
Spring’14
12%
30%
42%
23%
Source: Piper Jaffray
Слайд 7“Content” represents a dramatic shift for marketing
Creative Excellence
content Excellence
STAndardized media
EMBRACE OF
new media and TEChnology
What brands Believe, know, OR HELP SOLVE AND improve
What brands
sell or feature
Слайд 8THE IMPORTANCE OF CONTENT MArketing: The Industry
We are Doing It
- 77% of brands in 2014
…In More Places – Ave. of 12 Tactics/7 Platforms
…By Investing More - 78% say more $$$ in 2014
…And It Frustrates Us – 95% of CMOs believe it is one of their biggest challenges
…In More Places – Ave. of 12 Tactics/7 Platforms
…By Investing More - 78% say more $$$ in 2014
…And It Frustrates Us – 95% of CMOs believe it is one of their biggest challenges
Sources; Content Marketing Instituue, CMO, Buzz Report 2014
Слайд 9Marketing Magazine Coverage Breakdown
CONTENT ADVERTISING
TECHNOLOGY MEDIA
24% 19% 16% 18%
19% 17% 24% 12%
Слайд 10So if everybody is getting better content and is sticking to
their content plan, why is this happening…
Слайд 19CONTENT 2015 – TREND #1 – MORE SO LO MO
Mobile
- half of email subscribers now open up emails in mobile , yet 42% of marketers rarely/never use responsive design in their emails.
Local - Location-based mobile media will double in market size by 2017
Sources: Internet retailer, Cisco
Social - social commerce 3X as fast as ecommerce/
native social content & ads will be 40% of spend
Слайд 26CONTENT 2015 – TREND #3 - PERSONALIZED
“The only way to
win at content marketing is for the reader to say, ‘This was written specifically for me.’”
41% of customers buy more when emails are personalized
73% of shoppers prefer personalized experiences
…yet web personalization is currently 10th on list of marketing web priorities
Слайд 28CONTENT 2015 – TREND #4 – HYPER-CONNECTED
In developed worlds, we
will each have 26 smart, connected objects per person by 2020.
Слайд 31CONTENT 2015 – TREND #5 - AUTOMATED
The average lifespan of
a tweet is 12 minutes;
a Facebook post is 30 minutes.
64% of content marketers biggest challenge is producing enough content.
a Facebook post is 30 minutes.
64% of content marketers biggest challenge is producing enough content.
Слайд 34CONTENT 2015 – TREND #7 - SMARTER
90% of the data in
the world has been created over the last 2 years;
only 1% of it is being analyzed,
it will grow 12 fold to 40 zettabytes by 2020.
only 1% of it is being analyzed,
it will grow 12 fold to 40 zettabytes by 2020.
Слайд 37CONTENT 2015 – COUNTERTREND - PRIVACY
53% Data Pragmatists
31% Data Unconcerned
16% Data
Fearful
Слайд 46“Companies need
to catch up to the way that humans
now
actually work and live.
Customer context, timeliness and intimacy are a vital foundation for content.”
Customer context, timeliness and intimacy are a vital foundation for content.”
Слайд 50“There are more smart people outside your company, than within it.
It’s the law of numbers, Be adaptive.”
Reid Hoffman, LinkedIn
Reid Hoffman, LinkedIn
Слайд 56“Lots of companies don't succeed over time. What do they fundamentally
do wrong? They usually miss the future.”
Larry Page, CEO, Google.
Larry Page, CEO, Google.
Слайд 63Home Technology Application Areas
Caregivers: Monitor fridge door to track mealtimes
Get an
reminder when the stove is left on
New forms of content - The Connected Home?
Слайд 65“In 2015, it all starts with the story. If you don’t
have a good story, find it. And if you can’t tell a good story, learn.”
Слайд 78Content Transformation
Ignore the 8 content trends at your peril
Get more resources
behind your content plans, stick to them
When confronted by more emotion and more data-driven content as options, choose both
Develop a culture of content – top-down and bottom-up
Develop marketing competencies across all 7 Chief Content officer areas NOW – 18 months is not long
When confronted by more emotion and more data-driven content as options, choose both
Develop a culture of content – top-down and bottom-up
Develop marketing competencies across all 7 Chief Content officer areas NOW – 18 months is not long
