0
The future of

Content Marketing
Paul Kemp-Robertson
PUT THE MOCO
IMAGE HERE –
READIING MAG
IN MASK
DIGITAL
INNOVATION
DAY
FRANKFURT
Paul Kemp-Robertson
Co-founder, Contagious...
BRANDS HAVE
THEIR OWN LAWS
OF GRAVITY
…BUT THE ‘PULL’
IS A WEAK FORCE
of US CPG sales come from the bottom
80% of buyers: the 80 / 20 rule isn’t real
Source: Nielsen 2007, quoted in Byron Shar...
of brands could cease to exist
and most people wouldn’t care
Source: Havas Media, Meaningful Brands
73%
of US Coke buyers buy the brand once a week or more
Source: Nielsen, quoted in How Brands Grow
by Byron Sharp
4%
for passion brands on Facebook,
e.g. Nike, Harley, Tiffany
Engagement rates are lower than
you think / Source: AdAge
0.66%
‘Consumers are cognitive misers’
PENETRATION
WHIPS LOYALTY’S
ASS
THE FUTURE IS…
CONTEXT
No one lives their lives
according to media silos
TIME
PLACE
PLATFORMS
INTENT
HABITS
WEATHER, ETC
Context
PERSONA
:
Alan Kay
(*If you outsmart the competition, you don’t need to outspend them)
‘Context is worth
80 IQ points’
Georgia Coffee
(Creepy!) Vending Machines
Klepierre / The Inspiration Corridor
Personalised Retail / Moodboards
@ContagiousPaul
DANKE!
Sign up for our Content Marketing Newsletter 

and receive the latest news for Digital
Innovation Day 2015:
www.syzygy.net...
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The Future of Content Marketing (Paul Kemp-Robertson, Contagious Magazine)

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Paul Kemp-Robertson provides an exciting vision of the future of content marketing for consumer brands. How will technology and creativity combine to create a future where brands become publishers as well advertisers?

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Transcript of "The Future of Content Marketing (Paul Kemp-Robertson, Contagious Magazine)"

  1. 1. The future of
 Content Marketing Paul Kemp-Robertson
  2. 2. PUT THE MOCO IMAGE HERE – READIING MAG IN MASK DIGITAL INNOVATION DAY FRANKFURT Paul Kemp-Robertson Co-founder, Contagious @ContagiousPaul
  3. 3. BRANDS HAVE THEIR OWN LAWS OF GRAVITY
  4. 4. …BUT THE ‘PULL’ IS A WEAK FORCE
  5. 5. of US CPG sales come from the bottom 80% of buyers: the 80 / 20 rule isn’t real Source: Nielsen 2007, quoted in Byron Sharp, How Brands Grow 49%
  6. 6. of brands could cease to exist and most people wouldn’t care Source: Havas Media, Meaningful Brands 73%
  7. 7. of US Coke buyers buy the brand once a week or more Source: Nielsen, quoted in How Brands Grow by Byron Sharp 4%
  8. 8. for passion brands on Facebook, e.g. Nike, Harley, Tiffany Engagement rates are lower than you think / Source: AdAge 0.66%
  9. 9. ‘Consumers are cognitive misers’
  10. 10. PENETRATION WHIPS LOYALTY’S ASS
  11. 11. THE FUTURE IS…
  12. 12. CONTEXT
  13. 13. No one lives their lives according to media silos
  14. 14. TIME PLACE PLATFORMS INTENT HABITS WEATHER, ETC Context PERSONA :
  15. 15. Alan Kay (*If you outsmart the competition, you don’t need to outspend them) ‘Context is worth 80 IQ points’
  16. 16. Georgia Coffee (Creepy!) Vending Machines
  17. 17. Klepierre / The Inspiration Corridor Personalised Retail / Moodboards
  18. 18. @ContagiousPaul DANKE!
  19. 19. Sign up for our Content Marketing Newsletter 
 and receive the latest news for Digital Innovation Day 2015: www.syzygy.net/newsletter
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