Key Behavioural Trends That Have Shaped Our Approach To Performance Content
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Transcript of Key Behavioural Trends That Have Shaped Our Approach To Performance Content
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The Key Behavioural Trends That Have Shaped Our Approach
Matt Dailey & Marcus Johnson
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• How the explosion of available data informs content development and measurement?
DATA
• What are the opportunities that have arisen from the change in the content people are looking for?
DEMAND
• How does the explosion in devices impact content development considerations?
DEVICES
• How has the growth of digital touchpoints has influenced content?
DIVERSITY
INTRODUCTION
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TWO FORCES ARE COMING TOGETHER IN A PERFECT STORM FOR BRANDS
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90% OF CONSUMERS DON’T CARE ABOUT BRANDS
Source: millward brown neuroscience practice- 6000 studies
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TIME IS FRAGMENTED AND OVERLAPPING
90% OF ALL MEDIA INTERACTIONS ARE ON A SCREEN
17MINS
30MINS
39MINS
43MINS
77% ARE ON ANOTHER DEVICE AT THE SAME TIME
Google data 2013
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RESULT: ATTENTION SPAN IS AT AN ALL TIME LOW
200012 seconds
20158 Seconds
Source: Microsoft study
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BRANDS NEED TO BE DISTINCT, NOT DIFFERENT
“The new market challenge isn’t just how to cut through but how to make a genuine connection that engages and inspires active participation and sharing. Understanding what matters to people and connecting more meaningfully”
Source: Hall and Partners - Making it matter
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BRANDS NEED TO BE
Cohn &Wolfe: 2014 Global authenticity study
USEFUL ENTERTAINING AUTHENTIC
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AND YOU CAN’T DO THIS THROUGH TRADITIONAL ADVERTISING
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THE BACKLASH IS WELL UNDERWAY
USING AN ADBLOCKER BY 2017
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FOUR TRENDS THAT HAVE INFLUENCED OUR APPROACH TO CONTENT
DATA DEMAND
DEVICES DIVERSITY
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MULTITUDE OF DATA SOURCES TO INFORM CONTENT CREATION
SOCIAL LISTENING SEARCH TRENDS BEHAVIOURAL INDICATORS
FAQs UGC SALES TRENDS
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Why do we need to evolve the way we work?
CASE STUDY:RBS MONEYCLIP
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ESTABLISHING POTENTIAL THEMES AND VOLUME OPPORTUNITY
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LOOKING AT CONVERSATION AREAS BY PLATFORM
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REVIEWING WHAT OTHERS ARE ALREADY DOING
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1 ONGOING CONTENT PRODUCTION AROUND TIPS, MINUTES AND LIVES
2 INFORMED BY DATA IDENTIFYING WHAT MATTERS TO CONSUMERS
3 GROWING THE AUDIENCE WE HAVE PERMISSION TO TALK TO
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THERE ARE MANY POTENTIAL MEASRUEMENT METRICS
CLICKS
USE
VIEWS
SHARES
COMMENTS
COMPLETED VIEWS
LIKES
CTR VTR
SALES
LEADS
CLEAR UNDERSTANDING OF THE PURPOSE OF THE CONTENT AND
WHAT SUCCESS LOOKS LIKE
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HAVE TO THINK BEYOND INFLUENCE OF THE LAST CLICK
content Search Display Search Affiliates
LAST CLICK APPROACH
X X X X
Email Search Display Search Affiliates
MULTI-TOUCH ATTRIBUTION
content Search Display Search Affiliates
Which interaction is responsible for the conversion?
The industry default
A better way…
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THE WAY PEOPLE ARE SEARCHING IS CHANGING
66% INCREASE IN ‘HOW’, ‘WHAT’, ‘WHY’ & ‘WHERE’ SEARCHES
55% OF TEENS USE VOICE SEARCH EVERYDAY
25% GOOGLE SEARCHES RETURN ANSWER BOXES OR KNOWLEDGE GRAPH
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VIDEO IS KEY TO SATING THIS DEMAND
OF USERS WILL WATCH A VIDEO OVER READING TEXT
70% INCREASE IN ‘HOW TO’ SEARCHES ON YOUTUBE
60%
30% INCREASE IN CONVERSION WITH PRODUCT VIDEOS*
ZAPPOS - FASHION RETAILER*
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LEADING TO NEW OPPORTUNITIES TO ASSOCIATE YOUR BRAND
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MOBILE HAS ARRIVED
2.8 HOURS SPENT ON MOBILE (NON-VOICE) EACH
DAY
43% INCREASE IN DATA USAGE ‘14 TO ‘15
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Video is mobile.
46% OF ALL VIDEO IN PLAYS IN Q4 2015 WERE ON
MOBILE
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KEY CONSIDERATIONS
47% of traffic to a 6,000 word article came from mobile - BuzzFeed
DOESN’T HAVE TO BE SNACKABLE
9X higher VTR for vertical video ads than horizontal - SnapChat
GIVE A NATIVE EXPERIENCE
BUILD FOR AN APP FIRST WORLD 90% of a users time in mobile is spent in
apps
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THINK ABOUT INTEGRATING CONTENT WITH DEVICE FEATURES
LOCATIONVISUALSOUND MOMENTS MOVEMENT
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CASE STUDY – HOW TO APPROACH MOBILE CONTENT
INCREASE IN TIME SPENT ONSITE50% INCREASE IN
MOBILE TRAFFIC37%
REDUCE COPYTIGHTEN HEADLINESMOBILE-ONLY VIDEO
CHANGE IMAGES
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social networks
app stores
wik
is
gam
ing
tv
video
marketplaces
ph
oto
s
100M
1.6B
550M
320M
300M
228M
51M
100M
400M
1B
700M
50M
412M
48M
65M
125M
23M
20M
<5M
23M
1B
170M
162M
1B
200M
messengers
270M
WEBSITE
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NON-WEBSITE ASSETS CAN ACCOUNT FOR A BIG PROPORTION OF PRESENCE
75% of traffic does not involve the user visiting the
website
Facebook Native Video
Website or Apps
Snapchat
YouTube
Facebook Referral
Images on Facebook
Other
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INTEGRATING OWNED STRATEGIES CREATES NEW OPPORTUNITIES
BRAND CONTENT ON A PARTNER WEBSITE
72% STRONGER ORGANIC VISIBILITY THAN BRAND WEBSITE
CONTENT ON A NEW DIGITAL TOUCHPOINT ALLOWS STRONGER PERFORMANCE THAN
FORMERLY POSSIBLY
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BRANDS THAT EMBRACE THEIR TOUCHPOINTS DO BETTER
“The brands most likely to convert digitally jaded
consumers into purchasers offer the strongest array of digital
experiences.” - McKinsey
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KEY TAKEAWAYS
‒ Content should be informed by data
‒ Decide on your measurement metric
‒ What questions can you answer?
‒ Where can you drive relevance?
‒ Optimise for mobile consumption
‒ Utilise device features
‒ Explore New Opportunities
‒ Ubiquity drives performance
DATA DEMAND DEVICES DIVERSITY