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, ...

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.

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Aquent/AMA Webcast: Technology Trends That Will Impact Content in 2014 Aquent/AMA Webcast: Technology Trends That Will Impact Content in 2014 Presentation Transcript

  • Five Trends Shaping the Future of Content Marketing
  • Kyle Lacy Senior Manager Content Marketing & Research @kyleplacy
  • What’s Next? View slide
  • 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 View slide
  • 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 able to truly serve the individual. Ginni Rometty CEO, IBM
  • 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 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
  • 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, ExactTarget Marketing Cloud @kyleplacy
  • 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 @kyleplacy
  • 8 of 10 consumers who signed up for emails from a brand made a purchase. 2014 Mobile Behavior Report, ExactTarget Marketing Cloud @kyleplacy
  • 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 Marketing Cloud @kyleplacy
  • 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 able to truly serve the individual. Ginni Rometty CEO, IBM
  • Data beats OPINIONS @kyleplacy
  • We must move from numbers keeping score to numbers that drive better actions. David Walmsley Head of Multichannel Marks & Spencer @kyleplacy
  • exacttarget.com