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Content 2015: Post-Modern Engagement, Immersiveness, and What That Actually Means

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Content 2015: Post-Modern Engagement, Immersiveness, and What That Actually Means CMA Digital Day Toronto October 20, 2014 Wikibrands - Reinventing Your Organization in a Customer-Driven Marketplace Sean Moffitt Managing Director - Wikibrands @seanmoffitt


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DIGIDAY14 Content poll #digiday14 #wikibrands #content2015 @seanmoffitt @wikibrands


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CLICKABILITY #DIGIDAY14BINGO @seanmoffitt


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Marketers are Winning Again


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Caveat – 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


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THE SELFIE is 18 MONTHS Old …


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“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


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THE 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 Sources; Content Marketing Instituue, CMO, Buzz Report 2014


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Marketing Magazine Coverage Breakdown CONTENT ADVERTISING TECHNOLOGY MEDIA 24% 19% 16% 18% 19% 17% 24% 12%


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So if everybody is getting better content and is sticking to their content plan, why is this happening…


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Clickthrough Rates Email Performance 2006 2014 2008 2010 2012 Source: Epsilon Open Rates


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Organic Reach of Content Published on Facebook Source: Ogilvy


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The Fight for Attention Minutes


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“Content Marketing is the only marketing left.” - Seth Godin -


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So…The Future? Emotional Content or Data-Driven Content


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CONTENT 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


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THE RISE OF NATIVE CONTENT AND ADS


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CONTENT 2015 – TREND #2 - VISUAL


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CONTENT 2015 – TREND #3 - PERSONALIZED “The only way to win at content marketing is for the reader to say, ‘This was written speci?cally 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


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CONTENT 2015 – TREND #4 – HYPER-CONNECTED In developed worlds, we will each have 26 smart, connected objects per person by 2020.


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CONTENT 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.


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CONTENT 2015 – TREND #6 - IMMERSIVE


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CONTENT 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.


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CONTENT is Morphing – 6 Forces @seanmoffitt 35 MOBILE LOCATION DATA SOCIAL MEDIA3 SENSORS CROWDING


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CONTENT 2015 – COUNTERTREND - PRIVACY 53% Data Pragmatists 31% Data Unconcerned 16% Data Fearful


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Emotional


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Open


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Open


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Human


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“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.”


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Agile


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Behavioral


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Personal


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“There are more smart people outside your company, than within it. It’s the law of numbers, Be adaptive.” Reid Hoffman, LinkedIn


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Crowds like to participate, but somebody has to lead them.


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Curated


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Curated


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Customer-Centric


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WE-Powered


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“Lots of companies don't succeed over time. What do they fundamentally do wrong? They usually miss the future.” Larry Page, CEO, Google.


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Integrated


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Innovative


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Tech-enabled


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New forms of content - The Connected Patient?


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New forms of content - The Connected Car?


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Home 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?


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New forms of content - The Connected TV?


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“In 2015, it all starts with the story. If you don’t have a good story, ?nd it. And if you can’t tell a good story, learn.”


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Immersive


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Visual


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Causeworthy


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Causeworthy


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“It’s not what you do with your product, it’s what they do with it.”


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Shareable


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Experience-Building


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Solves Life


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“Without strategy, content is just stuff, and the world has enough stuff.” Arjun Basu


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Resourceful


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Data-driven


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Commerce-driven


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Content 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


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18 months is a short time, where will we be in… @seanmoffitt @wikibrands #digiday14


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