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Five Trends Shaping
the Future of
Content Marketing
Kyle Lacy
Senior Manager
Content Marketing & Research
@kyleplacy
What’s Next?
Click the center icon >>>>>
and browse for the image you want
to insert.
IF IMAGE INSERTS IN FRONT OF
FOOTER,
Right click ...
What’s Next?
What’s Now?
one.

Data Equals
Relevance
What you will see with rapid
data and social sharing is the
death of the average and the era
of you.
Businesses will be ab...
Two types of marketing data:

1. Empathy
2. Perspective Taking
@kyleplacy
Empathy
Understanding someone’s
emotional state or feelings
@kyleplacy
They were really
good at empathy.

@kyleplacy
Perspective Taking
Cognitive & analytical – it’s
understanding someone’s
interests and behavior.
@kyleplacy
FY15 Content Pillars
PILLAR

Data Tells All

ROLE

Credibility

WEIGHT

DESCRIPTION

15%

Maintain the authority of the br...
Tracking & Measurement

@kyleplacy
@kyleplacy

two.

Moments
Matter
@kyleplacy
three.

Consumer
Mobility

@kyleplacy
@kyleplacy
@kyleplacy
@kyleplacy
Americans spent more time
in 2013 on digital than any
other medium… including
television.
@kyleplacy
65% of tablet owners use
their tablet at the same time
as watching TV at least once
a day.
2014 Mobile Behavior Report, Ex...
5+ hours spent per day in
digital environments…

575% increase from 2010
eMarketer

@kyleplacy
Consumers spend (on
average 3.3 hours a day on
their devices.
2014 Mobile Behavior Report, ExactTarget Marketing Cloud

@k...
8 of 10 consumers who
signed up for emails from
a brand made a purchase.
2014 Mobile Behavior Report, ExactTarget Marketin...
63% of US consumers say
they delete emails
immediately if they are
not optimized for mobile.
Return Path

@kyleplacy
Email is

Mobile
@kyleplacy
85% of our respondents said
mobile devices are a central
part of everyday life.
2014 Mobile Behavior Report, ExactTarget M...
We sent over 1 billion digital
messages on Cyber Monday.

@kyleplacy
Many of our retail clients
experienced mobile open
rates exceeding 80%.

@kyleplacy
2014 Mobile Behavior Report, ExactTarget Marketing Cloud

@kyleplacy
Content is

Mobile
@kyleplacy
@kyleplacy
four.

Content
Personalization
Three types of personalization:

1. Guided Selling
2. EGONomics
3. Location
@kyleplacy
1. Guided Selling
Return Path

@kyleplacy
+1000% CTR
+200% LEADS
+70% TRAFFIC
@kyleplacy
2. EGONomics
Faith Popcorn

@kyleplacy
3. Location
Data Equals
Relevance
What you will see with rapid
data and social sharing is the
death of the average and the era
of you.
Businesses will be ab...
Data beats

OPINIONS
@kyleplacy
We must move from numbers
keeping score to numbers that
drive better actions.
David Walmsley
Head of Multichannel
Marks & ...
exacttarget.com
Aquent/AMA Webcast: Technology Trends That Will Impact Content in 2014
Aquent/AMA Webcast: Technology Trends That Will Impact Content in 2014
Aquent/AMA Webcast: Technology Trends That Will Impact Content in 2014
Aquent/AMA Webcast: Technology Trends That Will Impact Content in 2014
Aquent/AMA Webcast: Technology Trends That Will Impact Content in 2014
Aquent/AMA Webcast: Technology Trends That Will Impact Content in 2014
Aquent/AMA Webcast: Technology Trends That Will Impact Content in 2014
Aquent/AMA Webcast: Technology Trends That Will Impact Content in 2014
Aquent/AMA Webcast: Technology Trends That Will Impact Content in 2014
Aquent/AMA Webcast: Technology Trends That Will Impact Content in 2014
Aquent/AMA Webcast: Technology Trends That Will Impact Content in 2014
Aquent/AMA Webcast: Technology Trends That Will Impact Content in 2014
Aquent/AMA Webcast: Technology Trends That Will Impact Content in 2014
Aquent/AMA Webcast: Technology Trends That Will Impact Content in 2014
Aquent/AMA Webcast: Technology Trends That Will Impact Content in 2014
Aquent/AMA Webcast: Technology Trends That Will Impact Content in 2014
Aquent/AMA Webcast: Technology Trends That Will Impact Content in 2014
Aquent/AMA Webcast: Technology Trends That Will Impact Content in 2014
Aquent/AMA Webcast: Technology Trends That Will Impact Content in 2014
Aquent/AMA Webcast: Technology Trends That Will Impact Content in 2014
Aquent/AMA Webcast: Technology Trends That Will Impact Content in 2014
Aquent/AMA Webcast: Technology Trends That Will Impact Content in 2014
Aquent/AMA Webcast: Technology Trends That Will Impact Content in 2014
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Aquent/AMA Webcast: Technology Trends That Will Impact Content in 2014

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Understanding technology and consumer behavior is important to the success of any content marketing strategy. The landscape is changing dramatically because of an increase in consumer mobility, localization, personalization, and wearable technology. These changes matter to the future of your business!

In these slides, Kyle Lacy will uncover five influential trends, and how to enhance your business in the next year.

Published in: Marketing
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Transcript of "Aquent/AMA Webcast: Technology Trends That Will Impact Content in 2014"

  1. 1. Five Trends Shaping the Future of Content Marketing
  2. 2. Kyle Lacy Senior Manager Content Marketing & Research @kyleplacy
  3. 3. What’s Next?
  4. 4. Click the center icon >>>>> and browse for the image you want to insert. IF IMAGE INSERTS IN FRONT OF FOOTER, Right click on the image and Select Arrange/Send to Back
  5. 5. What’s Next?
  6. 6. What’s Now?
  7. 7. one. Data Equals Relevance
  8. 8. What you will see with rapid data and social sharing is the death of the average and the era of you. Businesses will be able to truly serve the individual. Ginni Rometty CEO, IBM
  9. 9. Two types of marketing data: 1. Empathy 2. Perspective Taking @kyleplacy
  10. 10. Empathy Understanding someone’s emotional state or feelings @kyleplacy
  11. 11. They were really good at empathy. @kyleplacy
  12. 12. Perspective Taking Cognitive & analytical – it’s understanding someone’s interests and behavior. @kyleplacy
  13. 13. FY15 Content Pillars PILLAR Data Tells All ROLE Credibility WEIGHT DESCRIPTION 15% Maintain the authority of the brand by demonstrating expertise through data. Content ideas include data points relevant for all areas of marketing communications from CMO to brand marketer. Be Inspired Motivation 20% Provide inspiring ideas from marketers. Content should spark inspiration for others faced with similar challenges or questions. This will include video and blog posts Personal Development Lifestyle 15% Create content that caters to the personal side of the marketer. This would include fashion, time management, and personal development. Research Thought-Leadership 25% Release market research reports pertaining to three areas > consumer research, marketer research and benchmark reports This includes global regions. Strategy How-To Education 25% Build the value by providing strategy answers and ideas from clients and internal influencers. @kyleplacy
  14. 14. Tracking & Measurement @kyleplacy
  15. 15. @kyleplacy two. Moments Matter
  16. 16. @kyleplacy
  17. 17. three. Consumer Mobility @kyleplacy
  18. 18. @kyleplacy
  19. 19. @kyleplacy
  20. 20. @kyleplacy
  21. 21. Americans spent more time in 2013 on digital than any other medium… including television. @kyleplacy
  22. 22. 65% of tablet owners use their tablet at the same time as watching TV at least once a day. 2014 Mobile Behavior Report, ExactTarget Marketing Cloud @kyleplacy
  23. 23. 5+ hours spent per day in digital environments… 575% increase from 2010 eMarketer @kyleplacy
  24. 24. Consumers spend (on average 3.3 hours a day on their devices. 2014 Mobile Behavior Report, ExactTarget Marketing Cloud @kyleplacy
  25. 25. 8 of 10 consumers who signed up for emails from a brand made a purchase. 2014 Mobile Behavior Report, ExactTarget Marketing Cloud @kyleplacy
  26. 26. 63% of US consumers say they delete emails immediately if they are not optimized for mobile. Return Path @kyleplacy
  27. 27. Email is Mobile @kyleplacy
  28. 28. 85% of our respondents said mobile devices are a central part of everyday life. 2014 Mobile Behavior Report, ExactTarget Marketing Cloud @kyleplacy
  29. 29. We sent over 1 billion digital messages on Cyber Monday. @kyleplacy
  30. 30. Many of our retail clients experienced mobile open rates exceeding 80%. @kyleplacy
  31. 31. 2014 Mobile Behavior Report, ExactTarget Marketing Cloud @kyleplacy
  32. 32. Content is Mobile @kyleplacy
  33. 33. @kyleplacy
  34. 34. four. Content Personalization
  35. 35. Three types of personalization: 1. Guided Selling 2. EGONomics 3. Location @kyleplacy
  36. 36. 1. Guided Selling
  37. 37. Return Path @kyleplacy
  38. 38. +1000% CTR +200% LEADS +70% TRAFFIC @kyleplacy
  39. 39. 2. EGONomics
  40. 40. Faith Popcorn @kyleplacy
  41. 41. 3. Location
  42. 42. Data Equals Relevance
  43. 43. What you will see with rapid data and social sharing is the death of the average and the era of you. Businesses will be able to truly serve the individual. Ginni Rometty CEO, IBM
  44. 44. Data beats OPINIONS @kyleplacy
  45. 45. We must move from numbers keeping score to numbers that drive better actions. David Walmsley Head of Multichannel Marks & Spencer @kyleplacy
  46. 46. exacttarget.com
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