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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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Marketers are Winning Again
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
THE SELFIE is 18 MONTHS Old …
“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
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
Marketing Magazine Coverage Breakdown CONTENT ADVERTISING TECHNOLOGY MEDIA 24% 19% 16% 18% 19% 17% 24% 12%
So if everybody is getting better content and is sticking to their content plan, why is this happening…
Clickthrough Rates Email Performance 2006 2014 2008 2010 2012 Source: Epsilon Open Rates
Organic Reach of Content Published on Facebook Source: Ogilvy
The Fight for Attention Minutes
“Content Marketing is the only marketing left.” - Seth Godin -
So…The Future? Emotional Content or Data-Driven Content
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
THE RISE OF NATIVE CONTENT AND ADS
CONTENT 2015 – TREND #2 - VISUAL
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
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.
CONTENT 2015 – TREND #6 - IMMERSIVE
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.
CONTENT is Morphing – 6 Forces @seanmoffitt 35 MOBILE LOCATION DATA SOCIAL MEDIA3 SENSORS CROWDING
CONTENT 2015 – COUNTERTREND - PRIVACY 53% Data Pragmatists 31% Data Unconcerned 16% Data Fearful
“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.”
“There are more smart people outside your company, than within it. It’s the law of numbers, Be adaptive.” Reid Hoffman, LinkedIn
Crowds like to participate, but somebody has to lead them.
“Lots of companies don't succeed over time. What do they fundamentally do wrong? They usually miss the future.” Larry Page, CEO, Google.
New forms of content - The Connected Patient?
New forms of content - The Connected Car?
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?
New forms of content - The Connected TV?
“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.”
“It’s not what you do with your product, it’s what they do with it.”
“Without strategy, content is just stuff, and the world has enough stuff.” Arjun Basu
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
18 months is a short time, where will we be in… @seanmoffitt @wikibrands #digiday14