Content Discovery - IAB Italia · Fonte: Smart insight Content marketing 1,0% 1,3% 1,5% 1,5% 3,0%...
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Content Discovery: Come raggiungere i tuoi KPI con una strategia di content marketing Alberto Mari Country Manager Outbrain Italia @OutbrainIT Alessandra Marinacci Brand Marketing Red Bull Italia @redbullITA
Transcript of Content Discovery - IAB Italia · Fonte: Smart insight Content marketing 1,0% 1,3% 1,5% 1,5% 3,0%...
Content Discovery:Come raggiungere i tuoi KPI con una strategia di content marketing
Alberto MariCountry Manager Outbrain Italia@OutbrainIT
Alessandra MarinacciBrand Marketing Red Bull Italia
@redbullITA
63%increase native budget in 2015
Fonte: ANA Survey 2015
Fonte: IPG Media Lab & Sharethrough
+18%purchase intent with native
$4.3bnUS NATIVE SPEND in 2015
7.4%US DIGITAL SPEND
Fonte: eMarketer
29.6%Content marketingFonte: Smart insight
1,0%
1,3%
1,5%
1,5%
3,0%
3,1%
4,3%
7,6%
8,9%
11,0%
12,8%
14,6%
29,6%
Online PR
Other
Display advertising
Partnerships
PPC
Communities
SEO
CRO
Social Media Marketing
Mobile Marketing
Marketing Automation
Big Data
Content Marketing
Most commercially important digital marketing trend for 2015?
Che contenuti cercano gli utenti?
Fonte: Outbrain
Come garantire visibilità ai contenuti?
Come i marketers misurano il successo?
Website traffic
Sales
Higher conversion rates
SEO ranking
Time spent on website
62%
54%
39%
39%
38%
Fonte: Smart insight
It’s increasingly clear that audiences don’t care as much about the source of the material
they consume as they do about its value. Theycare whether that piece of information or
entertainment is worthy of their time.Scott Donaton
AdAge
By treating consumers with respect and holding firm on the native principles of authenticity,
relevance and value, we can ensure native remains an effective channel long into the future.
Martin Ash, senior consultant at FreshMinds
67%native esperienza migliore dell’adv su mobile
Fonte: InMobi
Awareness Conversion
• Utenti unici• Tempo speso
• Profondità• Social sharing
• Brand lift• Lead
SUC
CES
S FA
CTO
RS
KP
I1 2 3
TOO
L • Qualità• Copywriting
• Navigation• Call-to-actions
• Brand positioning• Funnel
Consideration
1987............................................2007
INNOVATORI NEL DNA
MARKETING MIX
CLASSICO
ATL
PR
PRODUCT
BRAND TURNED
PUBLISHERCONTENT
MARKETING
0 PEOPLE ON SITE
7.7 BILLION CON I CONTENUTI
COMUNICHIAMO PER COINVOLGEREAumentare la reach e l’impatto delle nostre attività
SPORT CULTURE LIFESTYLE GAME
1. RILEVANZA
2. CREATIVITA’
3. COMPETENZA
LE REGOLECREARE CONTENUTI DI QUALITA’
COSTRUIRE I NOSTRI CANALI E LE NOSTRE PIATTAFORME
COSTRUIRE NUOVI BUSINESS MODELS
1
2
3
REDBULL.COM L’ingresso nel mondo di Red Bull
GLOBAL 35 LANGUAGES
10+ CANALI
RBMH STRATEGY & OUTLOOK
“Content Is King, But Distribution Is Queen
And She Wears The Pants” (Jonathan Perelman, Buzzfeed)
L’OTTIMIZZAZIONE
x5 CTR -8 pt BR
RBMH STRATEGY & OUTLOOK
Red Bull College December 2013
.COM WIDGET
x 2,5
PV
+150% YOY
