DIGITAL CONTENT TRENDS 2013
THE CHANGING DYNAMIC OF PAID, OWNED, EARNED
4 out of 5 CMOs anticipate a high/very high level of complexity over the next 5 years, but only half felt ready to handle it.
Percentage of CMOs reporting underpreparedness Source: “From Stretched to Strengthened – Insights from the Global Chief Marketing Officer Study”, October 2011, IBM, CMO C-Suite Studies, 1700 CMOs
LET’S START WITH WHAT WE KNOW
90% of respondents believe that content marketing will become more important over the next 12 months
73% of digital marketers agree that ‘brands are becoming publishers’.
64% agree that content marketing ‘is becoming its own discipline’.
http://econsultancy.com/uk/reports/content-marketing-survey-report
http://econsultancy.com/uk/reports/content-marketing-survey-report
LACK OF A STRATEGY Only 38% of companies have a defined content marketing strategy in place.
http://econsultancy.com/uk/reports/content-marketing-survey-report
LACK OF A STRATEGY Only 38% of companies have a defined content marketing strategy in place.
LACK OF RESOURCE & SKILLS Only 34% have dedicated budgets, 46% dedicated individuals
http://econsultancy.com/uk/reports/content-marketing-survey-report
LACK OF A STRATEGY Only 38% of companies have a defined content marketing strategy in place.
LACK OF RESOURCE & SKILLS Only 34% have dedicated budgets, 46% dedicated individuals
COMPLIANCE & RESPONSIVENESS Organisational structures, silos, legacy processes, communication flow
http://econsultancy.com/uk/reports/content-marketing-survey-report
LACK OF A STRATEGY Only 38% of companies have a defined content marketing strategy in place.
LACK OF RESOURCE & SKILLS Only 34% have dedicated budgets, 46% dedicated individuals
COMPLIANCE & RESPONSIVENESS Organisational structures, silos, legacy processes, communication flow
”…brands aren't set up to be publishers. They don't necessarily understand the editorial process or have the stomach for the length of time it takes to build an audience” Josh Sternberg http://econsultancy.com/uk/reports/content-marketing-survey-report
Nike's US spending on TV and print advertising has dropped by 40% in just three years, even as its total marketing budget has increased to a record $2.4 billion
Messaging
Polished blockbuster
Like
vs
vs
vs
Amplification
Fast, snackable
Love
http://www.nickburcher.com/
ADVERTISING Paid search, display, affiliate
DIGITAL PROPERTIES Websites, CRM, microsites, Social presence
Paid placements
Paid
Atomisation of content into ads
Owned
Earned
Atomisation of conversation through APIs and social widgets http://www.smartinsights.com/digital-marketing-strategy/customer-acquisition-strategy/new-media-options/
PARTNER NETWORKS Word of mouth, Digital PR, Influencer outreach
‘Stock and Flow’
“Stock is the durable stuff. It’s the content you produce that’s as interesting in two months (or two years) as it is today. It’s what people discover via search. It’s what spreads slowly but surely, building fans over time.” “Flow is the feed. It’s the posts and the tweets. It’s the stream of daily and sub-daily updates that remind people that you exist.”
http://snarkmarket.com/2010/4890
Shift to always on, and sharp spikes of attention
The average half life of 1,000 popular bitlylinks was 3 hours
The more interconnected our social graph becomes, the faster new ‘parasitic’ applications and new ideas spread
Struggling to get his 2-year-old daughter to sleep, Mansbach let off some steam in the form of a status update: "Look out for my forthcoming children’s book, ‘Go the — to Sleep.'
Hit Number 1 on the Amazon best seller list one month before release – due largely to a pirated PDF version
THE SPREAD OF CURATION
Algorithmic
Social
Professional
THE 3 PILLARS OF CONTENT CURATION
The new content curators: professional
3 posts, 50 tweets a day 500,000+ UUs 150,000 newsletter subscribers 270,000 followers
http://www.nytimes.com/2012/12/02/fashion/maria-popova-has-some-big-ideas.html
The new content curators: social
The new content curators: alogorithmic
More than 30 Fortune 500 companies use Percolate, including American Express, Mastercard, GE and Diagio, paying $10K a month
The new content curators: algorithmic
Professional + Algorithmic + Social Curation
Content Hubs
AmEx’sOpenForum took four years to get 1 million people aboard, and now gets over 150,000 unique visitors per month
SUBCOMPACT PUBLISHING
@CraigMod
http://craigmod.com/journal/subcompact_publishing/
Skeuomorphic models and formats
“Business skeuomorphism happens when we take business decisions explicitly tied to one medium, and bring them to another medium� Craig Mod http://craigmod.com/journal/subcompact_publishing/
‘Doing a Homer’
"In product design, the simplest thought exercise is to make additions. It’s the easiest way to make an Old Thing feel like a New Thing. The more difficult exercise is to reconsider the product in the context of now. A now which may be very different from the then in which the product was originally conceived.” Craig Mod
http://craigmod.com/journal/subcompact_publishing/
Subcompact publishing • Small issue sizes (3-7 articles) • Small file sizes
• Digital-aware subscription prices • Fluid publishing schedule
• Scroll (don’t paginate) • Clear navigation •HTML(ish) based • Touching the open web
70% of the content should be low risk, bread and butter marketing
20% should innovate off what works 10% should be high risk ideas that will be tomorrow's 70% or 20%
Goal for live stream viewership was set at 300,000. By the end of the game, it had captured over 9m views, with over 600,000 concurrent users People engaged with the live stream for an average of 28 minutes 66,000 mentions on Twitter, brand buzz up +2067% compared to last year’s game
GAFA
http://www.economist.com/news/21567361-google-apple-facebook-and-amazon-are-each-others-throats-all-sorts-ways-another-game
GAFA & The Vertical Stack Messaging Context (location, social, identity, advertising, recommendation)
Payment ecosystems Access (apps & browsers)
Content (Platforms, Streaming, Cloud) Operating System Hardware http://www.flickr.com/photos/darwinbell/
Messaging
Context (location, social, identity, advertising, recommendation)
Facetime, Hangouts, Chat, FB Messenger, Skype integration
Location, Social graph, identity, personalisation& recommendation, advertising
Payment ecosystems
Checkout, Wallet, iTunes, NFC, Amazon payments, Facebook Credits
Access (apps & browsers)
Chrome, Silk, Safari, Facebook, Apple Android app ecosystems
Content (Platforms, Streaming, Cloud)
AWS, iTunes &iCloud, Facebook content streaming, storage, Google TV, YouTube, Music
Operating System
Apple IoS, Android, Facebook as social OS
Hardware
Chromebook, Motorola, Apple devices, Kindle
Google Search Plus Your World
Distributed and Destination thinking
You have to be on our property for us to monetise
We can monetise anywhere
HUMANS & ROBOTS
HUMANS & ROBOTS
Programmatic buying, algorithmic optimisation
Deep, immersive experiences, Planning for participation
The squeezed middle‌
http://www.flickr.com/photos/36604011@N08/5297451826/
http://adage.com/article/media/traditional-media-planning-jobs-dinosaurs/238545/
The squeezed middle‌
Mediocre banners, lazy targeting, average experiences
http://www.flickr.com/photos/36604011@N08/5297451826/
http://adage.com/article/media/traditional-media-planning-jobs-dinosaurs/238545/
Complex trading ecosystems Real-time, granular, algorithmic Display is a game played at scale
“I suspect 2011’s Cannes Lions festival may be looked back upon as the year advertising and technology agreed to meet and get married on the beach.” Mel Exon, BBH
Everyone’s in the content game now…
“…the idea of evolving a media plan into something more like a product or a datamanagement platform that sits behind a website feels like a fairly natural evolution for a digital shop” Scott Symonds, AKQA
Growth in Native Advertising Innovative new formats or just more advertorials?
Behavioural Contextual Demographic + Interest + Mobile
BIG DATA & CONTENT
SO WHAT IS BIG DATA ANYWAY?
Exponential increase in volume, velocity, variety of data: Joined-up data – single customer view Open data - APIs Sophisticated analytical capabilities – attribution, optimisation, prediction “An organization that cannot derive value from the data that it already has will not suddenly derive value from it by installing the latest technology" Stephen Few
Data + Content
Data + Storytelling
"Yesterday is history. Tomorrow is a mystery. But today is a gift, and that is why it's called the present"