The Evolution of Digital Marketing Communications & What It Means For You in 2014


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Presentation by PR Newswire Global Director of Emerging Media, Michael Pranikoff for a CNW Group Event in Toronto on Nov. 22, 2013. As we look towards the year ahead, all of us reflect on the pros and cons of the past year, and look forward to what we have to plan for. In the multi-dimensional world of public relations and marketing, there is much to consider – particularly at a time when communicators are acutely focused on integrated campaigns that will enable them to reach and foster an ongoing dialogue with relevant audiences across traditional, digital and social media. This presentation focused on: The components of the modern communications landscape; PR’s important role in content marketing; Why social media should be treated as a facet of an overall campaign; The importance of telling your story visually.

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  • Rate of content creation today is greater than at any other time in human history.
  • Let’s look at the value exchange. For a brand, content is the currency. For the audience, personal information is the currency.  The value exchange happens when the content a brand continuously delivers establishes its worth to its audience and in turn the audience trusts the brand enough to identify themselves and provide permission to the brand to establish a relationship with them, to invite them to take an action.
  • The fast paced growth of mobile devices in the country continue to change the way that we as Americans access content. Whether that content is going to be geared toward a specific type of consumer or the everyman, people now have access to more information and services than ever before in history. The ability to walk down the street and then walk into a store to look at a product, today we can check prices for that product from anywhere in the world and check to see what others think about that product. The same can be said for professional services, highly technical products, or any other facet of B2B commerce.
  • Hummingbird incorporates those updates, but is being described as the biggest overhaul to the Google Search Algorithm since 2010. Panda and Penguin were about content relevance, authorship, and how links work together. Hummingbird is building upon those, but is now incorporating an importance on mobile search, voice search (which is often more complicated queries), location, and building upon speed of loading - especially for mobile pages. This means that responsive design elements are more important than ever.
  • “What’s the closest place to buy the iPhone 5s to my home?” A traditional search engine might focus on finding matches for words — finding a page that says “buy” and “iPhone 5s,” for example.Hummingbird should better focus on the meaning behind the words. It may better understand the actual location of your home, if you’ve shared that with Google. It might understand that “place” means you want a brick-and-mortar store. It might get that “iPhone 5s” is a particular type of electronic device carried by certain stores. Knowing all these meanings may help Google go beyond just finding pages with matching words.In particular, Google said that Hummingbird is paying more attention to each word in a query, ensuring that the whole query — the whole sentence or conversation or meaning — is taken into account, rather than particular words. The goal is that pages matching the meaning do better, rather than pages matching just a few words.
  • Visual elements are so important today both in online and mobile experiences. From great images and inforgraphics to using Slidesahrepresenations or today animated GIFs, there are tons of options. Videos can work too, but you need to make sure that you are using an HTML5 video player. Short videos, interviews, product demos and more – but remember for the mobile experience, short with a call to action. Most of all, create a visual element that helps to “stop the swipe”.
  • Your content should not look like textbooks when opened. Be sure to focus on "scanability" and how it looks on mobile devices because many times they will only briefly scan through your content.
  • Content must be mapped to business objectives – whether you are simply looking to position yourself as a thought leader or you are looking to drive more tangible results, your content strategy must support your business objectives so that you are driving results that will have an impact on your organization.  
  • Content must be appealing – If your content isn’t interesting, engaging, useful or appealing to your audience, they won’t care. They won’t read it; they won’t share it; they won’t act on it. It will just be more noise.  
  • Content should include specific ‘Calls to Action’ – Whether the “Calls to Action” are focused on sharing the content or asking the audience to provide you with information in exchange for the content or lead to an immediate sales opportunity, CTAs are critical to measuring the results of your content marketing efforts. If you have a benchmark like State Farm did, you can measure against that. 
  • The Evolution of Digital Marketing Communications & What It Means For You in 2014

    1. @mpranikoff #CNW
    2. Michael Pranikoff Global Director, Emerging Media PR Newswire Twitter / @mpranikoff @mpranikoff #CNW
    3. The most profound technologies are those that disappear. They weave themselves into the fabric of everyday life until they are Indistinguishable from it…. - Mark Weiser @mpranikoff #CNW
    4. @mpranikoff #CNW
    5. @mpranikoff #CNW
    6. Source: Forrester Research Put Distribution At The Heart Of Content Marketing– 10/3/12 @mpranikoff #CNW
    7. Source: Forrester Research Put Distribution At The Heart Of Content Marketing– 10/3/12 @mpranikoff #CNW
    8. Content Marketing The creation and sharing of high quality, valuable content by the brand to engage current & potential audience and influencers. AWARENESS CONSIDERATION PREFERENCE CHOICE Content Marketing will AMPLIFY your existing media campaigns, increase VISIBILITY and drive ENGAGEMENT leading to your desired outcome. @mpranikoff #CNW
    9. Advertiser Rating Effectiveness for Lead Generation of Marketing Methods PR is a strong component in the marketing mix 90% Consumer Rates Method More Effective 80% Own Sites Email Own Events 70% PR Own Social Consumer Exhibitions Search Ads on Social Nets 60% Conferences Custom Print Direct Mail Print Magazines Print Newspaper B2B Rates Method More Effective 50% 40% General Sites Smartphones Virtual Exhibitions Collateral Print Directories Sponsorship Tablets Webinars 30% Topic Specific Sites Vertical Search 20% Blue = Digital, Orange = Traditional 10% 10% 20% 30% 40% 50% B2B @mpranikoff 60% 70% 80% 90% Source: Outsell 2013 Advertising and Marketing Study #CNW
    10. Lucas Herscovici VP Digital Marketing, Anheuser Busch @mpranikoff #CNW
    11. Paid Media Promoted Traditional Ads Converged Media Corporate Content Branded That Is Shared Sponsored Earned Media Organic @mpranikoff Based on Altimeter Group Research Owned Media #CNW
    12. THE VALUE EXCHANGE BRAND AUDIENCE Currency = Content Currency = Personal Info The brand continuously delivers relevant content & establishes its worth to the audience The audience trusts the brand enough to identify themselves & grant permission for engagement @mpranikoff #CNW Jane Smith 555-555-5555 CEO, XYZ Corp.
    13. Source: @mpranikoff #CNW
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    19. “ Guinness Friendship scored 30 percent higher than other beer brands during the quarter @mpranikoff #CNW
    20. Growth = Opportunity Mobile Growth has outpaced desktop web growth 8X Smartphone sales passed PC Sales in 2012 PC 100M+ Desktop Internet 1B+ Source: Morgan Stanley, April 2013 @mpranikoff #CNW Mobile Consumer 10B+
    21. MULTI-PLATFORM CONSUMPTION IS TODAY’S NEW REALITY 1 in 3 minutes spent online is now spent beyond the PC. @mpranikoff #CNW
    22. TV NO LONGER COMMANDS OUR ATTENTION Source: Google The New Multiscreen World – August 2012 @mpranikoff #CNW
    23. 77% OF TV VIEWERS USE ANOTHER DEVICE AT THE SAME TIME IN A TYPICAL DAY Source: Google The New Multiscreen World – August 2012 @mpranikoff #CNW
    24. 91% OF ADULTS HAVE THEIR PHONE WITHIN ARMS REACH 24/7 Source: Pocket Your Shop @mpranikoff #CNW
    25. @mpranikoff #CNW
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    27. Mobile Video Is Booming! 2013 = 2 TERABYTES OF MOBILE VIDEO PER MONTH 2017 = 8 TERABYTES OF MOBILE VIDEO PER MONTH Source: Cisco / BI Intelligence, Oct 2013 @mpranikoff #CNW
    28. What Form of Advertising / Marketing Content Do You Trust? – Recommendation from People I Know 89% 90% Global Average – 92% 94% 92% Source: Nielsen Global Trust in Advertising – April 2013 @mpranikoff #CNW
    29. What Form of Advertising / Marketing Content Do You Trust? – Branded Websites 44% 52% Global Average – 58% 58% 73% Source: Nielsen Global Trust in Advertising – April 2013 @mpranikoff #CNW
    30. What Form of Advertising / Marketing Content Do You Trust? – Editorial Content Such As News Articles 58% 64% Global Average – 62% 60% 69% Source: Nielsen Global Trust in Advertising – April 2013 @mpranikoff #CNW
    31. @mpranikoff #CNW
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    35. LAUNCH OF GOOGLE PENGUIN- April 2012 New Guidelines Added July 18, 2013 @mpranikoff #CNW
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    37. •Write quality content that gets Social Signals (pluses and shares). The general process here is: •Attract natural links to the content. •Encourage engagement and sharing on the site. •Build up your ‘PageRank’ for quality signals. •Attract mentions/links from other influencers. •Build up your relationships within your Circles. •Take a ‘PR’ approach to website promotion (get mentioned for natural reasons). •Develop a content strategy that generates engagement and regular interactions (earned media as opposed to paid). @mpranikoff #CNW
    38. Google Hummingbird Launches September 2013 @mpranikoff #CNW
    39. Hummingbird Is About Conversational Search, Location, Speed & Mobile @mpranikoff #CNW
    40. Time & Location Impact What We Do With Our Mobile Devices Source: Google The New Multiscreen World – August 2012 @mpranikoff #CNW
    41. 3 Out Of 5 Searches Are Done Via Mobile Devices Today Source: Google The New Multiscreen World – August 2012 @mpranikoff #CNW
    42. Responsive Design @mpranikoff #CNW
    43. USE VISUAL CONTENT @mpranikoff #CNW
    44. Use Less Words @mpranikoff #CNW
    45. More Multimedia = More Views * The number of stories with downloadable files such as PDFs, PPTs, DOCs is significantly fewer than those without, however the data shows the potential for very high visibility when such assets are included along with other multimedia assets. Source: PR Newswire Web Analytics, June 2012 @mpranikoff #CNW
    46. Using multimedia in your releases increases journalist and public engagement According to internal sample research comparing press releases that contain multimedia with those that do not. @mpranikoff #CNW
    47. @mpranikoff #CNW
    48. Easy To View = Easy To Use @mpranikoff #CNW
    49. @mpranikoff #CNW
    50. Content Must Be Mapped To Business Objectives @mpranikoff #CNW
    51. Content Must Be Appealing @mpranikoff #CNW
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    53. Plan For The Future @mpranikoff #CNW
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    55. Publish a steady stream of content TRUST RELIABILITY DELIGHT Keep it relevant & interesting @mpranikoff #CNW @mpranikoff #CNW