EBriks Infotech- 2013 Digital Marketing Trends
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This document discusses trends in digital content and content marketing. It finds that most chief marketing officers anticipate high complexity in their jobs over the next 5 years but feel underprepared. There is a growing view that content marketing is becoming its own discipline and brands are becoming publishers. However, only 38% of companies have a defined content marketing strategy and few have dedicated budgets or skills for content marketing. It also examines trends around paid, owned and earned media and finds a shift towards real-time content that is shared on social networks.
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EBriks Infotech- 2013 Digital Marketing Trends
- 2. 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
- 3. 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
- 5. 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
- 6. 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
- 7. 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
- 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 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
- 9. 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
- 11. ADVERTISING Paid search, display, affiliate DIGITAL PROPERTIES Websites, CRM, microsites, Social presence Paid placements Paid Atomisation of content into ads Owned Earned Atomisation of conversation through APIs and social widgets http://www.smartinsights.com/digital-marketing-strategy/customer-acquisition-strategy/new-media-options/ PARTNER NETWORKS Word of mouth, Digital PR, Influencer outreach
- 12. ‘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
- 13. Shift to always on, and sharp spikes of attention The average half life of 1,000 popular bitlylinks was 3 hours
- 14. The more interconnected our social graph becomes, the faster new ‘parasitic’ applications and new ideas spread
- 15. 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.'
- 16. Hit Number 1 on the Amazon best seller list one month before release – due largely to a pirated PDF version
- 17. THE SPREAD OF CURATION
- 18. Algorithmic Social Professional THE 3 PILLARS OF CONTENT CURATION
- 19. 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
- 20. The new content curators: social
- 21. The new content curators: alogorithmic More than 30 Fortune 500 companies use Percolate, including American Express, Mastercard, GE and Diagio, paying $10K a month
- 22. The new content curators: algorithmic
- 23. Professional + Algorithmic + Social Curation
- 24. Content Hubs AmEx’sOpenForum took four years to get 1 million people aboard, and now gets over 150,000 unique visitors per month
- 26. 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/
- 27. ‘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/
- 28. 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
- 30. 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%
- 31. 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
- 33. GAFA & The Vertical Stack Messaging Context (location, social, identity, advertising, recommendation) Payment ecosystems Access (apps & browsers) Content (Platforms, Streaming, Cloud) Operating System Hardware http://www.flickr.com/photos/darwinbell/
- 34. Messaging Context (location, social, identity, advertising, recommendation) Facetime, Hangouts, Chat, FB Messenger, Skype integration Location, Social graph, identity, personalisation& recommendation, advertising Payment ecosystems Checkout, Wallet, iTunes, NFC, Amazon payments, Facebook Credits Access (apps & browsers) Chrome, Silk, Safari, Facebook, Apple Android app ecosystems Content (Platforms, Streaming, Cloud) AWS, iTunes &iCloud, Facebook content streaming, storage, Google TV, YouTube, Music Operating System Apple IoS, Android, Facebook as social OS Hardware Chromebook, Motorola, Apple devices, Kindle
- 35. Google Search Plus Your World
- 36. Distributed and Destination thinking You have to be on our property for us to monetise We can monetise anywhere
- 38. HUMANS & ROBOTS
- 39. HUMANS & ROBOTS Programmatic buying, algorithmic optimisation Deep, immersive experiences, Planning for participation
- 41. 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/
- 42. Complex trading ecosystems Real-time, granular, algorithmic Display is a game played at scale
- 43. “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
- 44. Everyone’s in the content game now… “…the idea of evolving a media plan into something more like a product or a datamanagement platform that sits behind a website feels like a fairly natural evolution for a digital shop” Scott Symonds, AKQA
- 45. Growth in Native Advertising Innovative new formats or just more advertorials? Behavioural Contextual Demographic + Interest + Mobile
- 46. BIG DATA & CONTENT
- 47. 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
- 48. Data + Content
- 50. "Yesterday is history. Tomorrow is a mystery. But today is a gift, and that is why it's called the present"