Digital Marketing in The Pay to Play Era

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How marketing is changing in the digital era, with perspectives on how consumers and buyers interact with brands,the shifting role of social media and some considerations for the future. As presented at Marketing Week Live in London in June 2014.

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  • CIM, Stand E146, World’s Largest Organisation for the Marketing Profession
  • This is average reach.
    Worse news for large follower counts: 100k fans = c.2% organic reach at best
  • Affinity, Weight, Decay – variables primarily used by Facebook 2009-2013 to prioritise content into the newsfeed
  • Brands with “Social DNA” now outperform their peers
    Doing well: Artists, musicians, entertainers, movies, leisure, media, news, publishing…
  • Our role in an “instant-on” world
    Our task: create interest and awareness, facilitate decision-making, support and fuel the conversation
  • The death of skeuomorphism (design which mimics existing objects, e.g. Apple used a bookcase as a visual metaphor for Apple Newsstand)
    Skeuomorphism was great in the early days of tech adoption (made new things feels familiar) but can look cheap and dated today
    Other design trends: flat images, less text, diagrams
  • Note: no sound preferred, opt-in (switch on) sound if needed. Or present as a still with a play button if sound is required.
  • Little delights:
    Examples: Gmail empty inbox, Foursquare birthday greeting, MailChimp, TeuxDeux sign up (to do app)
    See site: LittleBigDetails.com
  • Google Now (Android and iOS) – knows where you are going
    Your smartphone knows when you next need a haircut!
  • Only 46% of people trust content they see on Facebook, 55% for Twitter, 54% on brand/business blogs
    But: 79% for Amazon, 82% for TripAdvisor
    Real content, real people = trust
  • You should assume a day will come when organic reach returns to zero
  • You should assume a day will come when organic reach returns to zero
  • Digital Marketing in The Pay to Play Era

    1. 1. Digital Marketing in the Pay to Play Era with Allister Frost Course Director, CIM
    2. 2. Allister Frost allister@wildorangemedia.com
    3. 3. 1 What Changed? 2 Digital Society 3 Top Considerations
    4. 4. What Changed?1
    5. 5. Bye Bye Organic Reach 16.0% 12.6% 10.2% 7.8% 6.5% Feb 2012 Sep 2013 Nov 2013 Dec 2013 Mar 2014 Median Organic Reach of Facebook Posts Among Facebook Pages Worldwide % reach per fan Source: Socialbakers, April 2014
    6. 6. Once Upon A Time on ‘The Facebook’
    7. 7. 2014: The Facebook Newsfeed Algorithm I P C W R Interest Interest you have in the creator Post Post’s performance with other users Weight Type of post (status, photo, album, link) Recency How new is the post Creator Past performance of the content creator with other users x x x x Facebook Newsfeed Visibility = 100,000 other personalised signalsx
    8. 8. The Good News: Engagement Levels are Rising Less reach, but more engagement Source: EdgeRankChecker.com
    9. 9. How Our Media Options Have Shifted BEFORE OWNED PAID 2009-2013 OWNED PAID EARNED 2014 OWNED PAID EARNED NATIVE ADS PAY TO PLAY Source: Wild Orange Media Ltd REACH
    10. 10. Digital Society2
    11. 11. Today’s Digital Consumer HYPERINFORMED
    12. 12. Today’s Digital Consumer HYPERCONNECTED
    13. 13. Today’s Digital Consumer CLOUD-FUELLED
    14. 14. Today’s Digital Consumer CO-CREATING
    15. 15. Today’s Digital Consumer EMPOWERED
    16. 16. Today’s Digital Consumer IN CONTROL
    17. 17. The Modern Marketer’s Role? The New Marketing
    18. 18. Top Considerations3
    19. 19. Choose Your Direction
    20. 20. Social Everything
    21. 21. We Use Mobile When We Are Source: comScore, Mobile Future in Focus, August 2013 Share of Browser-Based Page Traffic by Hour by Platform
    22. 22. Responsive Everything
    23. 23. Rich Images Dominate Photo 75% Link 10% Status 6% Album 4% Video 4% Primary Type Of Content Posted by Facebook brand pages, March 2014 Other 2% Source: Socialbakers, based on 1.3m posts from 30,000 Facebook brand pages
    24. 24. Big Images, Flat Design Facebook Twitter Google+ LinkedIn Fitbit.com
    25. 25. Full screen HTML5 video
    26. 26. Little Big Details
    27. 27. Towards Better Predictive Content Big Data Insights Predictive
    28. 28. Keep Social Honest Buyers trust people, not businesses Loyalty hinges in trust being high Marketers must fuel trust through ethical marketing Read more: www.keepsocialhonest.com Source: CIM / YouGov 62 PERCENT FIND IT DIFFICULT TO KNOW IF BRANDS ARE USING QUESTIONABLE METHODS ON SOCIAL MEDIA 12 PERCENT HAVE LOW CONFIDENCE IN WHAT THEY SEE ON SOCIAL MEDIA 38 PERCENT FIND IT EASY TO TELL THE DIFFERENCE BETWEEN COMMERCIAL AND NON-COMMERCIAL METHODS ON SOCIAL MEDIA 47 PERCENT WOULD CHANGE BEHAVIOUR IF A BRAND WERE MANIPULATING SOCIAL MEDIA
    29. 29. End of an Era
    30. 30. The Death of Organic Reach? 16% 6% 2% 0% ?
    31. 31. Get Great At Advertising (again)
    32. 32. Make Smart, Agile Channel Choices
    33. 33. Intellectual Property All training materials provided by CIM Learning and Development remain the intellectual property of The Chartered Institute of Marketing or its partners, who assert their right to worldwide copyright unless specifically agreed otherwise in writing. © Wild Orange Media Ltd and The Chartered Institute of Marketing 2014 If you have any questions arising from this talk, you can email me via: askthecoursedirector@cim.co.uk

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