DIGITAL

TRENDS 2013

CONTENT

Source: “From Stretched to Strengthened – Insights from the Global Chief Marketing Officer Study”, October 2011, IBM, CMO C-Suite Studies, 1700 CMOs

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

THE CHANGING DYNAMIC OF PAID, OWNED, EARNED

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’.

LET’S START WITH WHAT WE KNOW

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 RESOURCE & SKILLS Only 34% have dedicated budgets, 46% dedicated individuals

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 RESOURCE & SKILLS Only 34% have dedicated budgets, 46% dedicated individuals

COMPLIANCE & RESPONSIVENESS Organisational structures, silos, legacy processes, communication flow

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 RESOURCE & SKILLS Only 34% have dedicated budgets, 46% dedicated individuals

COMPLIANCE & RESPONSIVENESS Organisational structures, silos, legacy processes, communication flow

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

”…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

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

Like vs

Love

Polished blockbuster vs

Fast, snackable

Messaging vs

Amplification

http://www.nickburcher.com/

Paid

Owned Earned

ADVERTISING Paid search, display, affiliate

DIGITAL PROPERTIES

Websites, CRM,

microsites, Social presence

PARTNER NETWORKS

Word of mouth, Digital PR, Influencer outreach

Paid placements Atomisation of content into ads

Atomisation of conversation through APIs and social

widgets

http://www.smartinsights.com/digital-marketing-strategy/customer-acquisition-strategy/new-media-options/

“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.”

“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.”

http://snarkmarket.com/2010/4890

‘Stock and Flow’

The average half life of 1,000 popular bitlylinks was 3 hours

Shift to always on, and sharp spikes of attention

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

Professional

Social

THE 3 PILLARS OF CONTENT CURATION

The new content curators: professional

http://www.nytimes.com/2012/12/02/fashion/maria-popova-has-some-big-ideas.html

3 posts, 50 tweets a day 500,000+ UUs

150,000 newsletter subscribers 270,000 followers

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

AmEx’sOpenForum took four years to get 1 million people aboard, and now gets over 150,000 unique visitors per month

Content Hubs

SUBCOMPACT PUBLISHING

@CraigMod

http://craigmod.com/journal/subcompact_publishing/

Skeuomorphic models and formats

http://craigmod.com/journal/subcompact_publishing/

“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/

"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

‘Doing a Homer’

• 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

Subcompact publishing

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

http://www.economist.com/news/21567361-google-apple-facebook-and-amazon-are-each-others-throats-all-sorts-ways-another-game

GAFA

http://www.flickr.com/photos/darwinbell/

GAFA & The Vertical Stack

Hardware

Context (location, social, identity, advertising,

recommendation)

Messaging

Operating System

Content (Platforms, Streaming, Cloud)

Access (apps & browsers)

Payment ecosystems

Hardware

Messaging

Operating System

Content (Platforms, Streaming, Cloud)

Access (apps & browsers)

Payment ecosystems

Facetime, Hangouts, Chat, FB Messenger, Skype integration

Context (location, social, identity, advertising,

recommendation) Location, Social graph, identity, personalisation&

recommendation, advertising

Checkout, Wallet, iTunes, NFC, Amazon payments, Facebook Credits

Chrome, Silk, Safari, Facebook, Apple Android app ecosystems

AWS, iTunes &iCloud, Facebook content streaming, storage, Google TV, YouTube, Music

Apple IoS, Android, Facebook as social OS

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…

http://www.flickr.com/photos/36604011@N08/5297451826/ http://adage.com/article/media/traditional-media-planning-jobs-dinosaurs/238545/

Mediocre banners, lazy targeting, average experiences

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 data-management platform that sits behind a website feels like a fairly natural evolution for

a digital shop” Scott Symonds, AKQA

Growth in Native

Advertising

Behavioural Contextual

Demographic +

Interest +

Mobile

Innovative new formats or just more advertorials?

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"