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.

Marketing

Kyle Lacy
Senior Manager
Content Marketing & Research
@kyleplacy

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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

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

63% of US consumers say
they delete emails
immediately if they are
not optimized for mobile.
Return Path

@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

Three types of personalization:

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

+1000% CTR
+200% LEADS
+70% TRAFFIC
@kyleplacy

We must move from numbers
keeping score to numbers that
drive better actions.
David Walmsley
Head of Multichannel
Marks & Spencer

@kyleplacy

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

2. Five Trends Shaping the Future of Content Marketing

3. Kyle Lacy Senior Manager Content Marketing & Research @kyleplacy

4. What’s Next?

5. 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

6. What’s Next?

7. What’s Now?

8. one. Data Equals Relevance

9. 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

10. Two types of marketing data: 1. Empathy 2. Perspective Taking @kyleplacy

11. Empathy Understanding someone’s emotional state or feelings @kyleplacy

12. They were really good at empathy. @kyleplacy

13. Perspective Taking Cognitive & analytical – it’s understanding someone’s interests and behavior. @kyleplacy

14. 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

15. Tracking & Measurement @kyleplacy

16. @kyleplacy two. Moments Matter

17. @kyleplacy

18.

19. three. Consumer Mobility @kyleplacy

20. @kyleplacy

21. @kyleplacy

22. @kyleplacy

23.

24. Americans spent more time in 2013 on digital than any other medium… including television. @kyleplacy

25. 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

26. 5+ hours spent per day in digital environments… 575% increase from 2010 eMarketer @kyleplacy

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

28. 8 of 10 consumers who signed up for emails from a brand made a purchase. 2014 Mobile Behavior Report, ExactTarget Marketing Cloud @kyleplacy

29. 63% of US consumers say they delete emails immediately if they are not optimized for mobile. Return Path @kyleplacy

30. Email is Mobile @kyleplacy

31. 85% of our respondents said mobile devices are a central part of everyday life. 2014 Mobile Behavior Report, ExactTarget Marketing Cloud @kyleplacy

32. We sent over 1 billion digital messages on Cyber Monday. @kyleplacy

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

34. 2014 Mobile Behavior Report, ExactTarget Marketing Cloud @kyleplacy

35. Content is Mobile @kyleplacy

36. @kyleplacy

37. four. Content Personalization

38. Three types of personalization: 1. Guided Selling 2. EGONomics 3. Location @kyleplacy

39. 1. Guided Selling

40. Return Path @kyleplacy

41.

42.

43.

44.

45.

46.

47.

48.

49.

50.

51.

52. +1000% CTR +200% LEADS +70% TRAFFIC @kyleplacy

53. 2. EGONomics

54. Faith Popcorn @kyleplacy

55.

56.

57.

58.

59.

60. 3. Location

61.

62.

63.

64.

65. Data Equals Relevance

66. 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

67. Data beats OPINIONS @kyleplacy

68. We must move from numbers keeping score to numbers that drive better actions. David Walmsley Head of Multichannel Marks & Spencer @kyleplacy

69. exacttarget.com

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