Content 2015 - Post Modern Engagement
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Content 2015: Post-Modern Engagement, Immersiveness, and What That Actually Means
CMA Digital DayToronto
October 20, 2014
Wikibrands - Reinventing Your Organization in a Customer-Driven Marketplace
Sean MoffittManaging 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
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Marketing Magazine Coverage BreakdownCONTENT 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 20142008 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 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
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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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Health: Automatically track blood pressure, weight, and activity
Safety: Automatically light your entire path to
the bathroom at nightNotify of water leaks
or flooding while you’re away
Get an alert when medicine cabinet opens or closes
Notify when someone is at the
door, or when it opens or closes.
Home Technology Application AreasCaregivers: 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, find 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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