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Content Marketing Association - tablet consumption
 

Content Marketing Association - tablet consumption

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Members of the Content Marketing Association (CMA) have helped their clients migrate to tablet since their arrival. The CMA recently undertook research focusing on how businesses use tablets to ...

Members of the Content Marketing Association (CMA) have helped their clients migrate to tablet since their arrival. The CMA recently undertook research focusing on how businesses use tablets to consume news, business documents and corporate reports. For the first time, Patrick Fuller, CEO of the CMA, shares the findings with non-CMA members.

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  • 12,500 word reportThe word digital comes up 102 times, the word print comes up 110 times.

Content Marketing Association - tablet consumption Content Marketing Association - tablet consumption Presentation Transcript

  • The Content Marketing Revolution26th February 2013 Communicate
  • Content RevolutionThree audiences• Agencies• Clients / Brands• Consumers • Content Marketing • Print • Digital • Mobile
  • Vision Make CMA synonymous with content marketing CMA to create cut-through by establishing and owning content marketing in UK using• Research• Thought leadership• White papers• Events and social media
  • CMA Objectives• Attract spend to the customer publishing/content marketing industry from other initiatives• Start owning the content space• Multichannel and integrated solution: magazines (including posted messaging) and digital• Prove the effectiveness of content marketing• Inspire and educate brands• Unite all members – power of working together
  • Content Marketing – key trends• The art of telling stories about a brand = consumer engagement• Serialisation versus tactical campaigns• Content & convergence• Reach v. results• Clients increasing want to own the dialogue with consumers• Earned media v. paid media• Monetisation of content• Integration of content• CMO officer positions• Its all up for grabs – but only content agencies really get it = journalism skills
  • Marketing Overview – quality free content
  • The agency view
  • Key findings in the report• Revenues are rebounding upwards• Print aficionados become multi-media cognoscenti• Digital is creating industry resilience• Genesis of advanced digital media• Print has a place and still is healthy (paginations, titles)• In tough times agencies have worked more efficiently• A sense of cautious optimism pervades
  • Today revenues are rebounding from a 2009 low2300 6002200 502 500 473 483 454 4202100 400 344 352 314 GDP(in $bn)2000 300 Agency turnover (m £)1900 2001800 1001700 0 2003 2004 2005 2006 2007 2008 2009 2010
  • In an advertising context, the sector is outperforming8,000 Total press7,000 Direct mail £m £m £m £m6,000 Internet Total Direct Customer Internet press mail publishing5,000 2005 6,797 2,371 1,367 352 2006 6,523 2,322 2,016 4204,000 2007 6,439 2,171 2,813 473 2008 5,713 2,040 3,350 5023,000 2009 4,386 1,686 3,541 454 2010 4,302 1,712 4,097 4832,000 % change1,000 -36.7 -27.8 200 2005-10 37% 0 2005 2006 2007 2008 2009 2010
  • Digital reach: websites are updated frequentlyshowing commitment to fresh content Source: APA Member Survey/Mintel Research Consultancy One in three websites is updated daily
  • Content is being delivered in a more integratedway than ever before Source: APA Member Survey/Mintel Research Consultancy
  • Digital future: A selection of verbatimThe future’s digital. For clients where we publish a As patterns of mediatraditional magazine format, we are invariably also consumption changeproviding a digital element. We have invested a great in digital communicationsthe digital team and expertise and have begun creating offer a range of ways totablet apps for clients. engage with customers. Their strengths include interactivity, immediacy and the ability to fuse different media together and personalise messages. And of course these channels are vital toThere’s been more of trend for clients to move to reach digital natives anddigital, not because they believe it generates a higher those consumers forreturn, but because it saves on print and postage costs. whom print has lost its pre-eminence. Source: APA Member Survey/Mintel Research Consultancy
  • Brands
  • The Approach 500 omnibus interviews with higher/Intermediate managers who make key decisions about Marketing --- Fieldwork dates: 06.06.2012 - 08.06.2012 --- 43% of the sample were aware of the split of their marketing budget apportioned to content marketing
  • Content Marketing is multiplatform
  • Content Marketing works for brands
  • Budget split devoted to content marketing Content Marketing spend now accounts for a fifth of total marketing budgets. 0-5% 25% 6-15% 22% 16-25% 23% Average % devoted to 26-40% 17% content marketing: 21% 41-55% 6% 56-70% 6% 71-85% 1% 86-100% 1%Base: All respondents aware of budget allocation (218)To the nearest per cent, what percentage of your total marketing budget is apportioned to the creation and dissemination of content?
  • Content Marketing revenues grow in next 12 months 73 per cent of marketers will increase or maintain their content marketing budgets over the next 12 months Increase significantly 5% Increase slightly 17% 73% Stay the same 51% Decrease slightly 12% DK = 11% Descrease significantly 4%Base: All respondents aware of budget allocation (218)Do you expect your content budget to increase over the next 12 months?
  • Digital growing, but magazines still holding firm Digital clearly the future for content marketing, but 1 in 4 advertisers will still be looking to customer magazines as a key way to connect with consumers Content-led websites 37% Branded mobile / tablet apps 30% Customer magazines 25% Email newsletters 22% Branded games 15% Share of mentions: Branded TV 13% Digital: 76% Mobile enabled websites 13% Mobile: 30% Content-led microsites 9% Traditional: 23% Tablet content 9% Note: Mobile included in digital % Branded Radio 8% Content led e-tail/m-commerce 6% Branded video/viral 5% E-zines 3%Base: All respondents aware of budget allocation (218)Do you expect your content budget to increase over the next 12 months?
  • Key conclusions • Over 20% of budgets will be devoted to content marketing • With this amount likely to increase year on year • Digital is a clear driver of new activity, but magazines will still have a vital role to play for a large number of advertisers • Five per cent of marketers think their content budget will increase significantly in 2013 • The industry is on track to meet Mintel’s prediction to reach £1 billion by the end of the year
  • Consumers
  • The Approach • 1049 interviews with UK Adults aged 16+ conducted by PanelBase • Fieldwork dates: 06.06 - 08.06.2012 • Quotas set to ensure the sample is nationally representative • 49% Male / 51% Female • 31% 16-34 / 34% 35-54 / 35% 55+
  • Content marketing helps the consumer
  • Consumers – digital content
  • Quality digital content ‘I trust content on a ‘The content on websites website if I know the produced by brands is of brand involved’ similar quality to normal ‘Im positive towards websites’ 72% 7% brands that deliver 44% 17% agree disagree relevant content to me agree disagree online’ 71% 6% agree disagreeSource: PanelBase / Base: Monthly digital users (526)Wed like to know whether you agree with these statements below regarding websites that are produced by brands?
  • Which ultimately delivers more than conventional advertising 59% are more likely to recall products and promotions on a website produced by a brand compared to a normal online advertSource: PanelBase / Base: Monthly digital users (526)Wed like to know whether you agree with these statements below regarding websites that are produced by brands?
  • Consumers – mobile content
  • Research approach • 952 users interviewed using survey software on their iPad • Fieldwork conducted between 18 March – 8 April • 48% from Europe, 35% from North America • 19% 15-24 / 47% 25-39 / 30% 40+Source: Dres Consulting
  • Users are committed to their iPad • Over a third are considering buying another Tablet PC in the next 12 months • 79% of those would consider buying an iPad2 • Brand Loyalty: 70% wouldn’t even consider swapping their iPad for an new alternative tablet brand for freeSource: Dres Consulting - Base: All Respondents (952)
  • Once you’re hooked 95% use their iPad at least once a day Less than 5 minutes 4% 5-14 minutes 9% 8% 15-29 minutes 18% 30-59 minutes 27% 1 – 2 hours 2 – 4 hours 30% 5 – 8 hours Over 9 hours Average usage of 2h 17m each daySource: Dres Consulting - Base: All Respondents (952)
  • Strong showing digitally Mean % of overall online / time using 26% apps spent with sites / apps published by a brandSource: PanelBase / Base: Monthly digital users (526)Thinking of all of the time you spend online or using apps what percentage of that time is spent reading magazines published by a brand?
  • Apps – an area for opportunity 50% of users have over 40 iPad apps With 95% paying for ¾ or more of their appsSource: Dres Consulting - Base: All Respondents (952)
  • Apps: Play, Inform, Communicate The range of genres shows the versatility of the iPad as a communication tool Games 85% 55% News 76% Have Like Best 35% Social Networking 69% 32% Books 67% 31% Utilities 67% 23% Productivity 63% 19% Entertainment 62% 19% Music 58% 18% Lifestyle 54% 16% Magazines 51% 16% Newspapers 50% 12% Travel 45% 11% Photography 41% 11% Sports 34% 10% Medical 22% 4%Source: Dres Consulting - Base: All Respondents (952)
  • Opportunity – The branded content ‘gap’ • Over 1 in 4 do not own a ‘branded content’ app • 84% of users have 10% or less of their apps in association with brands • 67% would like brands to produce more interesting or exclusive content for their iPadsSource: Dres Consulting - Base: All Respondents (952)
  • Where should brands get involved? The key to success is to create content that is relevant, fun and informative Which areas should brands get involved in when creating new apps? Lifestyle 39% Games 38% Entertainment 27% Productivity 23% Utilities 22% Sports 22% News 22% Social Networking 20% Magazines 19% Music 18% Travel 15% Games 14% Newspapers 14% Books 11% Photography 9% Medical 7%Source: Dres Consulting - Base: All Respondents (952)
  • What should the pricing model be? A free, branded app with no advertising is the clear winner with users • 73% would prefer a free app that is associated with a brand rather than having to pay • 68% would prefer a free branded app with NO ADVERTISING rather than an independent app with advertisingSource: Dres Consulting - Base: All Respondents (952)
  • Driving future actions As a result of using an app users have... • have recommended an app to family/friends (61%) • visited the developer’s/brands website (33%) • considered buying a product or service (29%)Source: Dres Consulting - Base: All Respondents (952)
  • Summary iPad users are committed enthusiasts and brand loyal Once you’re hooked... 57% use their iPad for at least an hour every day Content is King: Willing to pay for apps but would rather have free branded apps with no advertising Presents great opportunity for brands to produce free branded apps with relevant, fun and entertaining content Brands can maximise on the powerful word of mouth association with a positive and creative appSource: Dres Consulting
  • The Content Marketing Association Patrick.Fuller@the-cma.com @the_CMA www.the-cma.com