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DIGITAL
        CONTENT
        TRENDS 2013


http://www.flickr.com/photos/83346641@N00/3562071888/
neilperkin.typepad.com
      @neilperkin
THE CHANGING DYNAMIC OF POE
THE SPREAD OF CURATION
SUBCOMPACT PUBLISHING
GAFA
HUMANS & ROBOTS
BIG DATA
THE CHANGING DYNAMIC OF PAID,
                           OWNED, EARNED


                                                                                        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

Source: “From Stretched to Strengthened – Insights from the Global Chief Marketing Officer Study”, October 2011, IBM, CMO C-Suite
Studies, 1700 CMOs
LET’S START WITH WHAT WE KNOW



     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’.




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 A STRATEGY
              Only 38% of companies have a defined content
                      marketing strategy in place.




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




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.




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




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




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.




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




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



      ”…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
http://econsultancy.com/uk/reports/content-marketing-survey-report
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
Messaging      Polished blockbuster   Like
                      vs               vs             vs
             Amplification      Fast, snackable      Love
http://www.nickburcher.com/
ADVERTISING
                                                   Paid search, display, affiliate




                                                                                                           Paid placements
             Atomisation of
            content into ads                                  Paid


    DIGITAL                                                                                                         PARTNER
  PROPERTIES                                                                                                      NETWORKS
 Websites, CRM
  , microsites,
 Social presence
                               Owned                                               Earned                        Word of mouth,
                                                                                                                   Digital PR,
                                                                                                                   Influencer
                                                                                                                    outreach



                                                   Atomisation of conversation
                                                     through APIs and social
                                                            widgets
http://www.smartinsights.com/digital-marketing-strategy/customer-acquisition-strategy/new-media-options/
‘Stock and Flow’




“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.”
 “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.”




http://snarkmarket.com/2010/4890
Shift to always on, and sharp spikes of attention




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




                    Professional



          THE 3 PILLARS OF CONTENT CURATION
The new content curators: professional




        3 posts, 50 tweets a day
             500,000+ UUs
     150,000 newsletter subscribers
           270,000 followers



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




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




                                                 @CraigMod



http://craigmod.com/journal/subcompact_publishing/
Skeuomorphic models and formats




      “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/
‘Doing a Homer’




            "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



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

• 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
Digital content trends 2013
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
GAFA




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

                                                                                Context
                                                                       (location, social, identity,
                                                                       advertising, recommenda
                                                                                  tion)
                                                                              Payment
                                                                             ecosystems

                                                                           Access (apps &
                                                                             browsers)

                                                                         Content (Platforms,
                                                                          Streaming, Cloud)

                                                                          Operating System

                                                                              Hardware

http://www.flickr.com/photos/darwinbell/
Messaging                 Facetime, Hangouts, Chat, FB Messenger, Skype
                                                   integration

           Context
(location, social, identity, ad    Location, Social graph, identity, personalisation&
vertising, recommendation)                   recommendation, advertising


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


 Access (apps & browsers)         Chrome, Silk, Safari, Facebook, Apple Android app
                                                      ecosystems


         Content
(Platforms, Streaming, Clou       AWS, iTunes &iCloud, Facebook content streaming,
             d)                          storage, Google TV, YouTube, Music

     Operating System                 Apple IoS, Android, Facebook as social OS


          Hardware                  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
Digital content trends 2013
HUMANS & ROBOTS
HUMANS & ROBOTS




  Programmatic           Deep, immersive
buying, algorithmic   experiences, Planning for
   optimisation             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…




        Mediocre banners, lazy targeting, average experiences




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

Innovative new formats or just
     more advertorials?




         Behavioural
          Contextual
         Demographic
              +
           Interest
              +
            Mobile
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"
Thank you!




neilperkin.typepad.com
      @neilperkin

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Digital content trends 2013

  • 1. DIGITAL CONTENT TRENDS 2013 http://www.flickr.com/photos/83346641@N00/3562071888/
  • 3. THE CHANGING DYNAMIC OF POE THE SPREAD OF CURATION SUBCOMPACT PUBLISHING GAFA HUMANS & ROBOTS BIG DATA
  • 4. THE CHANGING DYNAMIC OF PAID, OWNED, EARNED 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 Source: “From Stretched to Strengthened – Insights from the Global Chief Marketing Officer Study”, October 2011, IBM, CMO C-Suite Studies, 1700 CMOs
  • 5. LET’S START WITH WHAT WE KNOW 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’. http://econsultancy.com/uk/reports/content-marketing-survey-report
  • 7. 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
  • 8. LACK OF A STRATEGY Only 38% of companies have a defined content marketing strategy in place. LACK OF RESOURCE & SKILLS Only 34% have dedicated budgets, 46% dedicated individuals http://econsultancy.com/uk/reports/content-marketing-survey-report
  • 9. LACK OF A STRATEGY Only 38% of companies have a defined content marketing strategy in place. LACK OF RESOURCE & SKILLS Only 34% have dedicated budgets, 46% dedicated individuals COMPLIANCE & RESPONSIVENESS Organisational structures, silos, legacy processes, communication flow http://econsultancy.com/uk/reports/content-marketing-survey-report
  • 10. LACK OF A STRATEGY Only 38% of companies have a defined content marketing strategy in place. LACK OF RESOURCE & SKILLS Only 34% have dedicated budgets, 46% dedicated individuals COMPLIANCE & RESPONSIVENESS Organisational structures, silos, legacy processes, communication flow ”…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 http://econsultancy.com/uk/reports/content-marketing-survey-report
  • 11. 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
  • 12. Messaging Polished blockbuster Like vs vs vs Amplification Fast, snackable Love http://www.nickburcher.com/
  • 13. ADVERTISING Paid search, display, affiliate Paid placements Atomisation of content into ads Paid DIGITAL PARTNER PROPERTIES NETWORKS Websites, CRM , microsites, Social presence Owned Earned Word of mouth, Digital PR, Influencer outreach Atomisation of conversation through APIs and social widgets http://www.smartinsights.com/digital-marketing-strategy/customer-acquisition-strategy/new-media-options/
  • 14. ‘Stock and Flow’ “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.” “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.” http://snarkmarket.com/2010/4890
  • 15. Shift to always on, and sharp spikes of attention The average half life of 1,000 popular bitlylinks was 3 hours
  • 16. The more interconnected our social graph becomes, the faster new ‘parasitic’ applications and new ideas spread
  • 17. 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.'
  • 18. Hit Number 1 on the Amazon best seller list one month before release – due largely to a pirated PDF version
  • 19. THE SPREAD OF CURATION
  • 20. Algorithmic Social Professional THE 3 PILLARS OF CONTENT CURATION
  • 21. The new content curators: professional 3 posts, 50 tweets a day 500,000+ UUs 150,000 newsletter subscribers 270,000 followers http://www.nytimes.com/2012/12/02/fashion/maria-popova-has-some-big-ideas.html
  • 22. The new content curators: social
  • 23. The new content curators: alogorithmic More than 30 Fortune 500 companies use Percolate, including American Express, Mastercard, GE and Diagio, paying $10K a month
  • 24. The new content curators: algorithmic
  • 25. Professional + Algorithmic + Social Curation
  • 26. Content Hubs AmEx’sOpenForum took four years to get 1 million people aboard, and now gets over 150,000 unique visitors per month
  • 27. SUBCOMPACT PUBLISHING @CraigMod http://craigmod.com/journal/subcompact_publishing/
  • 28. Skeuomorphic models and formats “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/
  • 29. ‘Doing a Homer’ "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 http://craigmod.com/journal/subcompact_publishing/
  • 30. Subcompact publishing • 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
  • 32. 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%
  • 33. 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
  • 35. GAFA & The Vertical Stack Messaging Context (location, social, identity, advertising, recommenda tion) Payment ecosystems Access (apps & browsers) Content (Platforms, Streaming, Cloud) Operating System Hardware http://www.flickr.com/photos/darwinbell/
  • 36. Messaging Facetime, Hangouts, Chat, FB Messenger, Skype integration Context (location, social, identity, ad Location, Social graph, identity, personalisation& vertising, recommendation) recommendation, advertising Checkout, Wallet, iTunes, NFC, Amazon payments, Payment ecosystems Facebook Credits Access (apps & browsers) Chrome, Silk, Safari, Facebook, Apple Android app ecosystems Content (Platforms, Streaming, Clou AWS, iTunes &iCloud, Facebook content streaming, d) storage, Google TV, YouTube, Music Operating System Apple IoS, Android, Facebook as social OS Hardware Chromebook, Motorola, Apple devices, Kindle
  • 37. Google Search Plus Your World
  • 38. Distributed and Destination thinking You have to be on our property for us to monetise We can monetise anywhere
  • 41. HUMANS & ROBOTS Programmatic Deep, immersive buying, algorithmic experiences, Planning for optimisation participation
  • 42. The squeezed middle… http://www.flickr.com/photos/36604011@N08/5297451826/ http://adage.com/article/media/traditional-media-planning-jobs-dinosaurs/238545/
  • 43. The squeezed middle… Mediocre banners, lazy targeting, average experiences http://www.flickr.com/photos/36604011@N08/5297451826/ http://adage.com/article/media/traditional-media-planning-jobs-dinosaurs/238545/
  • 44. Complex trading ecosystems Real-time, granular, algorithmic Display is a game played at scale
  • 45. “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
  • 46. 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
  • 47. Growth in Native Advertising Innovative new formats or just more advertorials? Behavioural Contextual Demographic + Interest + Mobile
  • 48. BIG DATA & CONTENT
  • 49. 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
  • 52. "Yesterday is history. Tomorrow is a mystery. But today is a gift, and that is why it's called the present"

Notes de l'éditeur

  1. Extending outMobile