THE FUTURE OF CONTENT
MARKETING
@iACQUIREIacquire.com
About Me
Joe Griffin
@joegriffin	
  
Co-Founder & Co-CEO
CHAPTER 1:
A BRAVE NEW WORLD
Changes in Digital Accessibility and Technology Have Forever Changed
Consumerism and Marketin...
THE MOBILE REVOLUTION
A Brave New World
iacquire.com @iacquire
The Mobile Revolution
62.6
92.8
122.0
144.5
163.9
0.0
20.0
40.0
60.0
80.0
100.0
120.0
140.0
160.0
1...
iacquire.com @iacquire
Search & Social Soar
3.627
4.717
5.134
5.922
3.50
4.00
4.50
5.00
5.50
6.00
6.50
2010 2011 2012 2013...
THE SHIFT IN CONSUMERISM
A Brave New World
iacquire.com @iacquire
The New Consumer Decision Journey
Image by Huge, Inc.
iacquire.com @iacquire
The Connected Purchase Funnel
CHAPTER 2:
THE NEW CONTENT BUSINESS
The old world of content, big media, and early digital content Spam Has been
put to Be...
THE OLD GUARD GOES DOWN
The New Content Business
iacquire.com @iacquire
The Crumble of Big Journalism
Since the fall of
2013, there has
been a dramatic
and conspicuous
mig...
“AT THE NEW YORK
TIMES, FAR TOO OFTEN
FOR WRITERS AND
EDITORS THE STORY IS
DONE WHEN YOU HIT
PUBLISH.”
iacquire.com
INNOVA...
“AT HUFFINGTON POST,
THE ARTICLE BEGINS
ITS LIFE WHEN YOU
HIT PUBLISH.”
INNOVATION
REPORT
2014
LEAKED MAY 2014
Quoted by P...
THE CONTENT CONUNDRUM
The New Content Business
iacquire.com @iacquire
The Deluge of CRAP
We’re all about to be buried in
Concept by Velocity Partners
http://www.slidesha...
iacquire.com @iacquire
Search Isn’t Having It
Panda 4.0
5/19/14
Panda 3.0
3/14/13
Panda 2.0
4/1/11
Panda 1.0
2/23/11
iacquire.com @iacquire
Brands/Publishers are Shifting
The winners in the Post-Deluge
era will be the companies that
build ...
iacquire.com @iacquire
Brands/Publishers are Shifting
MORE ON THIS LATER
CHAPTER 3:
THE FUTURE OF
CONTENT MARKETING
Big Data, Content Targeting, Native advertising, Retargeting, Offline
Convergen...
BIG DATA GOES BIG
The Future of Content Marketing
“BIG DATA INDUSTRY
WILL GROW FROM $3.2
BILLION IN 2010 TO $16.9
BY 2015.”
iacquire.com
2013 McKinsey Study
iacquire.com @iacquire
Big Data Hits Marketers
THIS IS UGLY – BUT THAT’S THE POINT
iacquire.com @iacquire
Profiling Leaps Forward
Consumer &
Market Insight
•  Experian Simmons
•  ISP Data
•  ACXIOM
•  Inte...
iacquire.com @iacquire
Programmatic Ad Buying
Images by RadiumOne
NEW MEDIA
The Future of Content Marketing
INTERNET TV
New Media
iacquire.com @iacquire
Internet TV
iacquire.com @iacquire
Internet TV
1.  Proto-­‐programma3c	
  
2.  Programma3c	
  direct	
  
3.  Private	
  Exchange	
  
4...
iacquire.com @iacquire
Internet Tv
These media companies are either currently working on systems to enable
programmatic bu...
NATIVE ADVERTISING
New Media
iacquire.com @iacquire
Native Advertising - Publishers
iacquire.com @iacquire
Native Advertising - Publishers
iacquire.com @iacquire
Native Advertising – Content Discovery
iacquire.com @iacquire
Native Advertising - Social
You probably know about these ones…
iacquire.com @iacquire
Native Advertising - Social
How about this one?
“The retailer can use public information on Twitter...
iacquire.com @iacquire
Native Advertising – Social/Video
How about these ones… (in-video native)
RETARGETING
New Media
iacquire.com @iacquire
Retargeting – Social
iacquire.com @iacquire
Retargeting - Email
“YOU CAN COOKIE A
DESKTOP USER THAT
LANDS ON YOUR WEBSITE,
AND RETARGET THEM ON
THEIR MOBILE DEVICE.”
iacquire.com
I	
  sa...
ONLINE & OFFLINE CONVERGE
The Future of Content Marketing
iacquire.com @iacquire
GPS/App/Wifi Identification in-Store
EVERY POINT OF DATA IS ANALYZED
iacquire.com @iacquire
GPS/App/Wifi Identification in-Store
Using Bluetooth Low Energy, Beacons communicate directly with ...
BRANDS BECOMING PUBLISHERS
The Future of Content Marketing
iacquire.com @iacquire
Early Adopters
iacquire.com @iacquire
Early Adopters
iacquire.com @iacquire
A Rush of New Adopters
iacquire.com @iacquire
A rush of New Adopters
POWER TO THE PEOPLE
The Future of Content Marketing
iacquire.com @iacquire
Influencers Making Money
https://www.youtube.com/user/Macbarbie07
1.2mm Twitter followers, 2.3mm In...
iacquire.com @iacquire
Influencer Marketing
Social Networks Platforms to Reach Influencers
@iacquireiacquire.com
Within search results, information tied to verified online
profiles will be ranked higher than conte...
iacquire.com @iacquire
The Increase in Signed Content
A 2014 iAcquire Study
iacquire.com @iacquire
Tools for Finding Influencers
DISCOVER TOP TWITTEERS
iacquire.com @iacquire
Tools for Finding Influencers
DISCOVER PROFILIC WRITERS
iacquire.com @iacquire
Tools for Finding Influencers
PREVIEW THEIR WORKS
CLOSING
The Future of Content Marketing
iacquire.com @iacquire
Complete Content Marketing
Big	
  Data	
  (Internal	
  and	
  
External)	
  
Segmenta3on	
  &	
  
P...
THANK YOU.
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The Future of Content Marketing

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The future of content marketing is here. The general collapse of big journalism, the shift in consumerism over the last 4-years, adoption and usage of smartphones and smart tvs, and big data is changing the marketing landscape forever. Content marketing has emerged as a guiding light for brands and marketers - enabling more connected content experiences for consumers. This presentation touches on what has caused these fundamental changes, and the various technologies and marketing tactics being deployed in this new age of content marketing - and what we can expect to see in the coming years, including trends related to: (1) the new consumer decision journey, (2) the connected purchase funnel, (3) organic search, (4) big data, (5) programmatic buying, (6) digital tv advertising, (7) native advertising and retargeting, (8) social media marketing, (9) in-store marketing, (10) brand publishers, and finally (11) influencer marketing.

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The Future of Content Marketing

  1. 1. THE FUTURE OF CONTENT MARKETING
  2. 2. @iACQUIREIacquire.com About Me Joe Griffin @joegriffin   Co-Founder & Co-CEO
  3. 3. CHAPTER 1: A BRAVE NEW WORLD Changes in Digital Accessibility and Technology Have Forever Changed Consumerism and Marketing.
  4. 4. THE MOBILE REVOLUTION A Brave New World
  5. 5. iacquire.com @iacquire The Mobile Revolution 62.6 92.8 122.0 144.5 163.9 0.0 20.0 40.0 60.0 80.0 100.0 120.0 140.0 160.0 180.0 2010 2011 2012 2013 2014 US Smartphone Users (millions) 0:24 0:48 1:35 2:19 2:51 0:00 0:28 0:57 1:26 1:55 2:24 2:52 3:21 2010 2011 2012 2013 2014 Time on Smartphones Per Day (hour:minute) Smartphone Owners Mobile Usage
  6. 6. iacquire.com @iacquire Search & Social Soar 3.627 4.717 5.134 5.922 3.50 4.00 4.50 5.00 5.50 6.00 6.50 2010 2011 2012 2013 Daily Searches (billions) 62% 65% 69% 72% 60% 62% 64% 66% 68% 70% 72% 74% 2010 2011 2012 2013 US Social Media Usage Searches Per Day US Population % on Social
  7. 7. THE SHIFT IN CONSUMERISM A Brave New World
  8. 8. iacquire.com @iacquire The New Consumer Decision Journey Image by Huge, Inc.
  9. 9. iacquire.com @iacquire The Connected Purchase Funnel
  10. 10. CHAPTER 2: THE NEW CONTENT BUSINESS The old world of content, big media, and early digital content Spam Has been put to Bed..
  11. 11. THE OLD GUARD GOES DOWN The New Content Business
  12. 12. iacquire.com @iacquire The Crumble of Big Journalism Since the fall of 2013, there has been a dramatic and conspicuous migration of high- profile journalists to digital news ventures. - Pew Research
  13. 13. “AT THE NEW YORK TIMES, FAR TOO OFTEN FOR WRITERS AND EDITORS THE STORY IS DONE WHEN YOU HIT PUBLISH.” iacquire.com INNOVATION REPORT 2014 LEAKED MAY 2014 Quoted by Paul Berry Co-Founder, HuffPo
  14. 14. “AT HUFFINGTON POST, THE ARTICLE BEGINS ITS LIFE WHEN YOU HIT PUBLISH.” INNOVATION REPORT 2014 LEAKED MAY 2014 Quoted by Paul Berry Co-Founder, HuffPo
  15. 15. THE CONTENT CONUNDRUM The New Content Business
  16. 16. iacquire.com @iacquire The Deluge of CRAP We’re all about to be buried in Concept by Velocity Partners http://www.slideshare.net/dougkessler/crap-the-content-marketing-deluge
  17. 17. iacquire.com @iacquire Search Isn’t Having It Panda 4.0 5/19/14 Panda 3.0 3/14/13 Panda 2.0 4/1/11 Panda 1.0 2/23/11
  18. 18. iacquire.com @iacquire Brands/Publishers are Shifting The winners in the Post-Deluge era will be the companies that build something precious. Concept by Velocity Partners http://www.slideshare.net/dougkessler/crap-the-content-marketing-deluge
  19. 19. iacquire.com @iacquire Brands/Publishers are Shifting MORE ON THIS LATER
  20. 20. CHAPTER 3: THE FUTURE OF CONTENT MARKETING Big Data, Content Targeting, Native advertising, Retargeting, Offline Convergence, and Influencers are Changing the Game
  21. 21. BIG DATA GOES BIG The Future of Content Marketing
  22. 22. “BIG DATA INDUSTRY WILL GROW FROM $3.2 BILLION IN 2010 TO $16.9 BY 2015.” iacquire.com 2013 McKinsey Study
  23. 23. iacquire.com @iacquire Big Data Hits Marketers THIS IS UGLY – BUT THAT’S THE POINT
  24. 24. iacquire.com @iacquire Profiling Leaps Forward Consumer & Market Insight •  Experian Simmons •  ISP Data •  ACXIOM •  Internal Metrics Social & Digital Behavior •  Facebook for Business and Exchange •  GNIP •  Hitwise and Compete Custom Surveys •  Google Surveys •  Survey Monkey
  25. 25. iacquire.com @iacquire Programmatic Ad Buying Images by RadiumOne
  26. 26. NEW MEDIA The Future of Content Marketing
  27. 27. INTERNET TV New Media
  28. 28. iacquire.com @iacquire Internet TV
  29. 29. iacquire.com @iacquire Internet TV 1.  Proto-­‐programma3c   2.  Programma3c  direct   3.  Private  Exchange   4.  Open  Exchange  (now  with   YouTube  and  Hulu)   Types of Programmatic (coming soon) Desk Agency 2013 2015 YE Cadreon IPG 5%-7% 50% Xaxis WPP <5% 7-10% Accumen Omnicom 15% 50% Affiperf Havas 4-5% 40%-45% Vivaki Publicis 20% 40%-50% Interview of Major Ad Agencies February 2014 Report 2013 Advertising Week Panel
  30. 30. iacquire.com @iacquire Internet Tv These media companies are either currently working on systems to enable programmatic buying, or have identified that they will begin doing so - all within the last 12-months.
  31. 31. NATIVE ADVERTISING New Media
  32. 32. iacquire.com @iacquire Native Advertising - Publishers
  33. 33. iacquire.com @iacquire Native Advertising - Publishers
  34. 34. iacquire.com @iacquire Native Advertising – Content Discovery
  35. 35. iacquire.com @iacquire Native Advertising - Social You probably know about these ones…
  36. 36. iacquire.com @iacquire Native Advertising - Social How about this one? “The retailer can use public information on Twitter like a user’s bio, follower count, verified status, or past Tweets — from Twitter or by using Twitter’s API or Certified Products — to identify the specific accounts on Twitter which are the most appropriate potential customers. The retailer may then use this list of Twitter ID’s to create a tailored audience through an ads partner.”
  37. 37. iacquire.com @iacquire Native Advertising – Social/Video How about these ones… (in-video native)
  38. 38. RETARGETING New Media
  39. 39. iacquire.com @iacquire Retargeting – Social
  40. 40. iacquire.com @iacquire Retargeting - Email
  41. 41. “YOU CAN COOKIE A DESKTOP USER THAT LANDS ON YOUR WEBSITE, AND RETARGET THEM ON THEIR MOBILE DEVICE.” iacquire.com I  said  that.   DESKTOP VS. MOBILE
  42. 42. ONLINE & OFFLINE CONVERGE The Future of Content Marketing
  43. 43. iacquire.com @iacquire GPS/App/Wifi Identification in-Store EVERY POINT OF DATA IS ANALYZED
  44. 44. iacquire.com @iacquire GPS/App/Wifi Identification in-Store Using Bluetooth Low Energy, Beacons communicate directly with opted-in smartphones when a shopper enters a store. They enable the direct sending of personalized messages to individual shoppers based on their previous shopping and browsing behavior online and can be used to deliver coupons, product information, inventory and other store-related promotions. Beacons Use Bluetooth to Serve Up Real-Time Mobile Alerts & Offers
  45. 45. BRANDS BECOMING PUBLISHERS The Future of Content Marketing
  46. 46. iacquire.com @iacquire Early Adopters
  47. 47. iacquire.com @iacquire Early Adopters
  48. 48. iacquire.com @iacquire A Rush of New Adopters
  49. 49. iacquire.com @iacquire A rush of New Adopters
  50. 50. POWER TO THE PEOPLE The Future of Content Marketing
  51. 51. iacquire.com @iacquire Influencers Making Money https://www.youtube.com/user/Macbarbie07 1.2mm Twitter followers, 2.3mm Instagram followers, and 5.1mm YouTube subscribers.   Bethany Mota North of $40,000 a month on YouTube ads. PewDiePie Earned an estimated $7mm to date from YouTube ads. https://www.youtube.com/user/PewDiePie 28mm YouTube subscribers.
  52. 52. iacquire.com @iacquire Influencer Marketing Social Networks Platforms to Reach Influencers
  53. 53. @iacquireiacquire.com Within search results, information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results. The true cost of remaining anonymous, then, might be irrelevance. – The New Digital Age by Eric Schmidt, Chairman of Google
  54. 54. iacquire.com @iacquire The Increase in Signed Content A 2014 iAcquire Study
  55. 55. iacquire.com @iacquire Tools for Finding Influencers DISCOVER TOP TWITTEERS
  56. 56. iacquire.com @iacquire Tools for Finding Influencers DISCOVER PROFILIC WRITERS
  57. 57. iacquire.com @iacquire Tools for Finding Influencers PREVIEW THEIR WORKS
  58. 58. CLOSING The Future of Content Marketing
  59. 59. iacquire.com @iacquire Complete Content Marketing Big  Data  (Internal  and   External)   Segmenta3on  &   Profiling   Content  Strategy   Catered  Content   Development   Brand  Publishing   Influencer  Marke3ng   Programma3c  Ad   Buying   Social  &  Search   Amplifica3on   Retarge3ng  (Online  &   Offline)   Loyalty   (Email  and  Incen3ves)  
  60. 60. THANK YOU.
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