"What Consumers Will Fall in Love With in 2013" - BCM's What Next Presentation February 2013


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"What Consumers Will Fall in Love With in 2013" - BCM's What Next Presentation February 2013

  1. 1. #bcmwhatnext
  2. 2. how do you get consumersto love your brand?
  3. 3. by giving them more to fall in love with
  4. 4. MORE entertaining, useful and credible content digestible and easy to use online assets pathways to your brand, acknowledging that the way they engage has changed forever
  5. 5. you can exert influence,but you cannot exertcontrol
  6. 6. content marketing is.. entertaining relevant targeted engaging shareable
  7. 7. “Think like a publisher, not a marketer” David Meerman Scott Marketing Strategist
  8. 8. 90 % consumers say they feel closer to a brand that publishes contentSource: Custom Content Council
  9. 9. 78 % believe that organisations providing branded content are interested in building good relationships with themSource: Custom Content Council
  10. 10. time per day spent consuming contentSource: Content Marketing Institute and Marketing Professionals 2012
  11. 11. 1. ensure the content is part of an authentic brand story
  12. 12. 2.understand whatyour customer values
  13. 13. The idea central to contentmarketing is that a brand must givesomething valuable to getsomething valuable in return.Instead of the commercial, be theshow. Instead of the banner ad, bethe feature story.
  14. 14. 3.make sure itis shareable
  15. 15. 1,503,224
  16. 16. WHY we share to bring valuable and entertaining content to others to define ourselves to others
  17. 17. strategically think long termdevelop a rich brand storyknow what your consumer valueshave a sharing strategybecome a publisherbe agile and topical
  18. 18. consumers want information quickly,and they want it to be easily digestible
  19. 19. 800 million people each monthone trillion views72 hours of video uploaded every minute4 billion hours of video watched each month
  20. 20. 85% of viewers are more likely to purchase after watching a videoSource: Internet Retailer
  21. 21. 2.5 billion photos uploaded eachmonthphotos receive 53% more likes andattract 104% more commentsthan posts without an image
  22. 22. 90 million active users5 million photos per daynearly 4 billion photos uploaded575 likes per second81 comments per second
  23. 23. one of the top 35 most visited sites over 82% active users are female
  24. 24. 90 % information transmitted to the brain is visualSource: Zabisco Customer Experience Consultants
  25. 25. visuals are processed 60,000 times faster in the brain than textSource: Zabisco Customer Experience Consultants
  26. 26. 1. less text more visual content
  27. 27. 2. use visual content to engage
  28. 28. 3. create branded visualcontent where people love to be
  29. 29. less text more visual contentup the engagement factorcreate visually-led social contentalways facilitate sharing
  30. 30. 90% of all mediainteractions arescreen based
  31. 31. 38% occur on a smartphoneconnection9% occur on a tabletentertainment24% occur on a PCwork and information
  32. 32. “As we transition from one screen tomultiscreens, Google has enormousopportunities to innovate and drive everhigher monetization, just like search in 2000.”Larry PageCEO Google
  33. 33. “A fundamental business challenge is that theconsumer is ahead of where most of us are.” Sherrill Mane SVP IAB
  34. 34. 1. the need forresponsive design
  35. 35. 2.‘considerate’user functionality
  36. 36. 90 % use multiple screens sequentially to accomplish a task
  37. 37. 67 % of people have used multiple devices sequentially to shop online
  38. 38. 3. developscreen specificexperiences
  39. 39. of TV viewers use77% another device at the same time in a typical day
  40. 40. intro to shazaam
  41. 41. ensure that you’ve considered responsive designuse sign in data to sync customer informationacross multiple devicesdon’t limit conversion goals to just one devicedevelop screen specific experienceshave a mobile strategy
  42. 42. bcm.com.au/3things whatnext.bcm.com.au blog.bcm.com.au facebook.com/bcmpartnership twitter.com/bcmpartnershipinstagram.com/bcmpartnership