The Future of Content Marketing
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The future of content marketing is here. The general collapse of big journalism, the shift in consumerism over the last 4-years, adoption and usage of smartphones and smart tvs, and big data is changing the marketing landscape forever. Content marketing has emerged as a guiding light for brands and marketers - enabling more connected content experiences for consumers. This presentation touches on what has caused these fundamental changes, and the various technologies and marketing tactics being deployed in this new age of content marketing - and what we can expect to see in the coming years, including trends related to: (1) the new consumer decision journey, (2) the connected purchase funnel, (3) organic search, (4) big data, (5) programmatic buying, (6) digital tv advertising, (7) native advertising and retargeting, (8) social media marketing, (9) in-store marketing, (10) brand publishers, and finally (11) influencer marketing.
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The Future of Content Marketing
- 1. THE FUTURE OF CONTENT MARKETING
- 2. @iACQUIREIacquire.com About Me Joe Griffin @joegriffin Co-Founder & Co-CEO
- 3. CHAPTER 1: A BRAVE NEW WORLD Changes in Digital Accessibility and Technology Have Forever Changed Consumerism and Marketing.
- 4. THE MOBILE REVOLUTION A Brave New World
- 5. iacquire.com @iacquire The Mobile Revolution 62.6 92.8 122.0 144.5 163.9 0.0 20.0 40.0 60.0 80.0 100.0 120.0 140.0 160.0 180.0 2010 2011 2012 2013 2014 US Smartphone Users (millions) 0:24 0:48 1:35 2:19 2:51 0:00 0:28 0:57 1:26 1:55 2:24 2:52 3:21 2010 2011 2012 2013 2014 Time on Smartphones Per Day (hour:minute) Smartphone Owners Mobile Usage
- 6. iacquire.com @iacquire Search & Social Soar 3.627 4.717 5.134 5.922 3.50 4.00 4.50 5.00 5.50 6.00 6.50 2010 2011 2012 2013 Daily Searches (billions) 62% 65% 69% 72% 60% 62% 64% 66% 68% 70% 72% 74% 2010 2011 2012 2013 US Social Media Usage Searches Per Day US Population % on Social
- 7. THE SHIFT IN CONSUMERISM A Brave New World
- 8. iacquire.com @iacquire The New Consumer Decision Journey Image by Huge, Inc.
- 9. iacquire.com @iacquire The Connected Purchase Funnel
- 10. CHAPTER 2: THE NEW CONTENT BUSINESS The old world of content, big media, and early digital content Spam Has been put to Bed..
- 11. THE OLD GUARD GOES DOWN The New Content Business
- 12. iacquire.com @iacquire The Crumble of Big Journalism Since the fall of 2013, there has been a dramatic and conspicuous migration of high- profile journalists to digital news ventures. - Pew Research
- 13. “AT THE NEW YORK TIMES, FAR TOO OFTEN FOR WRITERS AND EDITORS THE STORY IS DONE WHEN YOU HIT PUBLISH.” iacquire.com INNOVATION REPORT 2014 LEAKED MAY 2014 Quoted by Paul Berry Co-Founder, HuffPo
- 14. “AT HUFFINGTON POST, THE ARTICLE BEGINS ITS LIFE WHEN YOU HIT PUBLISH.” INNOVATION REPORT 2014 LEAKED MAY 2014 Quoted by Paul Berry Co-Founder, HuffPo
- 15. THE CONTENT CONUNDRUM The New Content Business
- 16. iacquire.com @iacquire The Deluge of CRAP We’re all about to be buried in Concept by Velocity Partners http://www.slideshare.net/dougkessler/crap-the-content-marketing-deluge
- 17. iacquire.com @iacquire Search Isn’t Having It Panda 4.0 5/19/14 Panda 3.0 3/14/13 Panda 2.0 4/1/11 Panda 1.0 2/23/11
- 18. iacquire.com @iacquire Brands/Publishers are Shifting The winners in the Post-Deluge era will be the companies that build something precious. Concept by Velocity Partners http://www.slideshare.net/dougkessler/crap-the-content-marketing-deluge
- 19. iacquire.com @iacquire Brands/Publishers are Shifting MORE ON THIS LATER
- 20. CHAPTER 3: THE FUTURE OF CONTENT MARKETING Big Data, Content Targeting, Native advertising, Retargeting, Offline Convergence, and Influencers are Changing the Game
- 21. BIG DATA GOES BIG The Future of Content Marketing
- 22. “BIG DATA INDUSTRY WILL GROW FROM $3.2 BILLION IN 2010 TO $16.9 BY 2015.” iacquire.com 2013 McKinsey Study
- 23. iacquire.com @iacquire Big Data Hits Marketers THIS IS UGLY – BUT THAT’S THE POINT
- 24. iacquire.com @iacquire Profiling Leaps Forward Consumer & Market Insight • Experian Simmons • ISP Data • ACXIOM • Internal Metrics Social & Digital Behavior • Facebook for Business and Exchange • GNIP • Hitwise and Compete Custom Surveys • Google Surveys • Survey Monkey
- 25. iacquire.com @iacquire Programmatic Ad Buying Images by RadiumOne
- 26. NEW MEDIA The Future of Content Marketing
- 29. iacquire.com @iacquire Internet TV 1. Proto-‐programma3c 2. Programma3c direct 3. Private Exchange 4. Open Exchange (now with YouTube and Hulu) Types of Programmatic (coming soon) Desk Agency 2013 2015 YE Cadreon IPG 5%-7% 50% Xaxis WPP <5% 7-10% Accumen Omnicom 15% 50% Affiperf Havas 4-5% 40%-45% Vivaki Publicis 20% 40%-50% Interview of Major Ad Agencies February 2014 Report 2013 Advertising Week Panel
- 30. iacquire.com @iacquire Internet Tv These media companies are either currently working on systems to enable programmatic buying, or have identified that they will begin doing so - all within the last 12-months.
- 32. iacquire.com @iacquire Native Advertising - Publishers
- 33. iacquire.com @iacquire Native Advertising - Publishers
- 34. iacquire.com @iacquire Native Advertising – Content Discovery
- 35. iacquire.com @iacquire Native Advertising - Social You probably know about these ones…
- 36. iacquire.com @iacquire Native Advertising - Social How about this one? “The retailer can use public information on Twitter like a user’s bio, follower count, verified status, or past Tweets — from Twitter or by using Twitter’s API or Certified Products — to identify the specific accounts on Twitter which are the most appropriate potential customers. The retailer may then use this list of Twitter ID’s to create a tailored audience through an ads partner.”
- 37. iacquire.com @iacquire Native Advertising – Social/Video How about these ones… (in-video native)
- 39. iacquire.com @iacquire Retargeting – Social
- 40. iacquire.com @iacquire Retargeting - Email
- 41. “YOU CAN COOKIE A DESKTOP USER THAT LANDS ON YOUR WEBSITE, AND RETARGET THEM ON THEIR MOBILE DEVICE.” iacquire.com I said that. DESKTOP VS. MOBILE
- 42. ONLINE & OFFLINE CONVERGE The Future of Content Marketing
- 43. iacquire.com @iacquire GPS/App/Wifi Identification in-Store EVERY POINT OF DATA IS ANALYZED
- 44. iacquire.com @iacquire GPS/App/Wifi Identification in-Store Using Bluetooth Low Energy, Beacons communicate directly with opted-in smartphones when a shopper enters a store. They enable the direct sending of personalized messages to individual shoppers based on their previous shopping and browsing behavior online and can be used to deliver coupons, product information, inventory and other store-related promotions. Beacons Use Bluetooth to Serve Up Real-Time Mobile Alerts & Offers
- 45. BRANDS BECOMING PUBLISHERS The Future of Content Marketing
- 48. iacquire.com @iacquire A Rush of New Adopters
- 49. iacquire.com @iacquire A rush of New Adopters
- 50. POWER TO THE PEOPLE The Future of Content Marketing
- 51. iacquire.com @iacquire Influencers Making Money https://www.youtube.com/user/Macbarbie07 1.2mm Twitter followers, 2.3mm Instagram followers, and 5.1mm YouTube subscribers. Bethany Mota North of $40,000 a month on YouTube ads. PewDiePie Earned an estimated $7mm to date from YouTube ads. https://www.youtube.com/user/PewDiePie 28mm YouTube subscribers.
- 52. iacquire.com @iacquire Influencer Marketing Social Networks Platforms to Reach Influencers
- 53. @iacquireiacquire.com Within search results, information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results. The true cost of remaining anonymous, then, might be irrelevance. – The New Digital Age by Eric Schmidt, Chairman of Google
- 54. iacquire.com @iacquire The Increase in Signed Content A 2014 iAcquire Study
- 55. iacquire.com @iacquire Tools for Finding Influencers DISCOVER TOP TWITTEERS
- 56. iacquire.com @iacquire Tools for Finding Influencers DISCOVER PROFILIC WRITERS
- 57. iacquire.com @iacquire Tools for Finding Influencers PREVIEW THEIR WORKS
- 58. CLOSING The Future of Content Marketing
- 59. iacquire.com @iacquire Complete Content Marketing Big Data (Internal and External) Segmenta3on & Profiling Content Strategy Catered Content Development Brand Publishing Influencer Marke3ng Programma3c Ad Buying Social & Search Amplifica3on Retarge3ng (Online & Offline) Loyalty (Email and Incen3ves)
- 60. THANK YOU.