#bcmwhatnext

how do you get consumers to love your brand?

by giving them more to fall in love with

MOREentertaining, useful and credible content

digestible and easy to use online assets

pathways to your brand, acknowledging that the way they engage has changed forever

you can exert influence, but you cannot exert control

entertainingrelevanttargeted engagingshareable

content marketing is..

“Think like a publisher, not a marketer”

David Meerman Scott

Marketing Strategist

Source: Custom Content Council

consumers say they feel closer to a brand that publishes content 90%

Source: Custom Content Council

believe that organisations providing branded content are interested in building good relationships with them 78%

Source: Content Marketing Institute and Marketing Professionals 2012

time per day spent consuming content

ensure the content is part of an authentic brand story

1.

2. understand what your customer values

The idea central to content marketing is that a brand must give something valuable to get something valuable in return. Instead of the commercial, be the show. Instead of the banner ad, be the feature story.

3. make sure it is shareable

1,503,224

WHY we shareto bring valuable and entertaining content to othersto define ourselves to others

strategically think long term

develop a rich brand story

know what your consumer values

have a sharing strategy

become a publisher

be agile and topical

consumers want information quickly, and they want it to be easily digestible

800 million people each month one trillion views72 hours of video uploaded every minute4 billion hours of video watched each month

85% of viewers are more likely to purchase after watching a video

Source: Internet Retailer

2.5 billion photos uploaded each monthphotos receive 53% more likes and attract 104% more comments than posts without an image

90 million active users5 million photos per daynearly 4 billion photos uploaded575 likes per second 81 comments per second

one of the top 35 most visited sitesover 82% active users are female

Source: Zabisco Customer Experience Consultants

information transmitted to the brain is visual 90%

Source: Zabisco Customer Experience Consultants

visuals are processed 60,000 times faster in the brain than text

1. less text more visual content

2. use visual content to engage

3. create branded visual

content where people love to be

less text more visual content

up the engagement factor

create visually-led social content

always facilitate sharing

90% of all media interactions are screen based

24% occur on a PC

38% occur on a smartphone

9% occur on a tablet

work and information

connection

entertainment

“As we transition from one screen to multiscreens, Google has enormous opportunities to innovate and drive ever higher monetization, just like search in 2000.” Larry PageCEO Google

“A fundamental business challenge is that the consumer is ahead of where most of us are.”

Sherrill Mane SVP IAB

1. the need for responsive design

2. ‘considerate’ user functionality

use multiple screens sequentially to accomplish a task 90%

of people have used multiple devices sequentially to shop online 67%

3. develop screen specific experiences

of TV viewers use another device at the same time in a typical day

77%

intro to shazaam

ensure that you’ve considered responsive design

develop screen specific experiences

don’t limit conversion goals to just one device

have a mobile strategy

use sign in data to sync customer information across multiple devices

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