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(POMP Forum 2012) Patrick Fuller & Julia Hutchison: Vsebinski marketing v razcvetu - zakaj?
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(POMP Forum 2012) Patrick Fuller & Julia Hutchison: Vsebinski marketing v razcvetu - zakaj?

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  • 12,500 word reportThe word digital comes up 102 times, the word print comes up 110 times.
  • Transcript

    • 1. The Content Marketing Revolution Slovenia 20th September
    • 2. Content RevolutionThree audiences• Agencies• Clients / Brands• Consumers • Content Marketing • Print • Digital • Mobile
    • 3. CMA Objectives• Attract spend to the customer publishing/content marketing industry from other initiatives• Start owning the content space• Multichannel and integrated solution: magazines (including posted messaging) and digital• Prove the effectiveness of content marketing• Inspire and educate brands• Unite all members – power of working together
    • 4. Content Marketing – key trends• The art of telling stories about a brand = consumer engagement• Serialisation versus tactical campaigns• Content & convergence• Reach v. results• Clients increasing want to own the dialogue with consumers• Earned media v. paid media• Monetisation of content• Integration of content• CMO officer positions• Its all up for grabs – but only content agencies really get it = journalism skills
    • 5. The Market Place
    • 6. Marketing Overview – quality free content
    • 7. The agency view
    • 8. Key findings in the report• Revenues are rebounding upwards• Print aficionados become multi-media cognoscenti• Digital is creating industry resilience• Genesis of advanced digital media• Print has a place and still is healthy (paginations, titles)• In tough times agencies have worked more efficiently• A sense of cautious optimism pervades
    • 9. Today revenues are rebounding from a 2009 low2300 6002200 502 500 473 483 454 4202100 400 344 352 314 GDP(in $bn)2000 300 Agency turnover (m £)1900 2001800 1001700 0 2003 2004 2005 2006 2007 2008 2009 2010
    • 10. In an advertising context, the sector is outperforming8,000 Total press7,000 Direct mail £m £m £m £m6,000 Internet Total Direct Customer Internet press mail publishing5,000 2005 6,797 2,371 1,367 352 2006 6,523 2,322 2,016 4204,000 2007 6,439 2,171 2,813 473 2008 5,713 2,040 3,350 5023,000 2009 4,386 1,686 3,541 454 2010 4,302 1,712 4,097 4832,000 % change1,000 -36.7 -27.8 200 2005-10 37% 0 2005 2006 2007 2008 2009 2010
    • 11. Digital reach: websites are updated frequentlyshowing commitment to fresh content Source: APA Member Survey/Mintel Research Consultancy One in three websites is updated daily
    • 12. Content is being delivered in a more integratedway than ever before Source: APA Member Survey/Mintel Research Consultancy
    • 13. Print titles are dominated by Retail/distributionSource: APA Member Survey/Mintel Research Consultancy
    • 14. Where does this leave print? Digital will continue to grow, although no doubt print will remain an importantIt is also important to note that for the component in the mix for atime being at least there are many good period yet.occasions and markets where amagazine solution remains the correctand only solution for a brand’scustomer communications. Things may change over time, but right now we know from reader surveys and consumer feedback that the vast majority of customers like to be inspired via the tactile medium of print. Source: APA Member Survey/Mintel Research Consultancy
    • 15. Digital future: A selection of verbatimThe future’s digital. For clients where we publish a traditionalmagazine format, we are invariably also providing a digitalelement. We have invested a great in the digital team andexpertise and have begun creating tablet apps for clients. As patterns of media consumption change digital communications offer a range of ways to engage with customers. Their strengths include interactivity, immediacy and the ability to fuse different media together and personalise messages. And of course these channels are vital to reach digital natives and those consumers for whomThere’s been more of trend for clients to move to print has lost its pre-eminence.digital, not because they believe it generates a higherreturn, but because it saves on print and postage costs. Source: APA Member Survey/Mintel Research Consultancy
    • 16. Brands
    • 17. The Approach 500 omnibus interviews with higher/Intermediate managers who make key decisions about Marketing --- Fieldwork dates: 06.06.2012 - 08.06.2012 --- 43% of the sample were aware of the split of their marketing budget apportioned to content marketing
    • 18. Content Marketing is multiplatform
    • 19. Content Marketing works for brands
    • 20. Budget split devoted to content marketing Content Marketing spend now accounts for a fifth of total marketing budgets. 0-5% 25% 6-15% 22% 16-25% 23% Average % devoted to 26-40% 17% content marketing: 21% 41-55% 6% 56-70% 6% 71-85% 1% 86-100% 1%Base: All respondents aware of budget allocation (218)To the nearest per cent, what percentage of your total marketing budget is apportioned to the creation and dissemination of content?
    • 21. Content Marketing revenues grow in next 12 months 73 per cent of marketers will increase or maintain their content marketing budgets over the next 12 months Increase significantly 5% Increase slightly 17% 73% Stay the same 51% Decrease slightly 12% DK = 11% Descrease significantly 4%Base: All respondents aware of budget allocation (218)Do you expect your content budget to increase over the next 12 months?
    • 22. Digital growing, but magazines still holding firm Digital clearly the future for content marketing, but 1 in 4 advertisers will still be looking to customer magazines as a key way to connect with consumers Content-led websites 37% Branded mobile / tablet apps 30% Customer magazines 25% Email newsletters 22% Branded games 15% Share of mentions: Branded TV 13% Digital: 76% Mobile enabled websites 13% Mobile: 30% Content-led microsites 9% Traditional: 23% Tablet content 9% Note: Mobile included in digital % Branded Radio 8% Content led e-tail/m-commerce 6% Branded video/viral 5% E-zines 3%Base: All respondents aware of budget allocation (218)Do you expect your content budget to increase over the next 12 months?
    • 23. Key conclusions • Over 20% of budgets will be devoted to content marketing • With this amount likely to increase year on year • Digital is a clear driver of new activity, but magazines will still have a vital role to play for a large number of advertisers • Five per cent of marketers think their content budget will increase significantly in 2013 • The industry is on track to meet Mintel’s prediction to reach £1 billion by the end of the year
    • 24. Content Marketing helps the client
    • 25. Consumers
    • 26. The Approach • 1049 interviews with UK Adults aged 16+ conducted by PanelBase • Fieldwork dates: 06.06 - 08.06.2012 • Quotas set to ensure the sample is nationally representative • 49% Male / 51% Female • 31% 16-34 / 34% 35-54 / 35% 55+
    • 27. Content marketing helps the consumer
    • 28. Four key areas to cover Does the concept of content marketing make sense to consumers? --- Do people consume content marketing? --- Do people find content marketing appealing? --- Does content marketing have any impact?
    • 29. Content marketing felt to be logical approach for brands to take Two thirds of consumers see content marketing as a natural approach for brands to engage with consumers ‘It makes sense for brands to speak to consumers and tell stories via specially created content’ 9% 64% agree disagreeSource: PanelBase / Base: UK Adults 16+ (1049)Thinking of content produced by brands in general, can you tell us if you agree with these statements comparing it to conventional advertising?
    • 30. And is felt to be a great way to showcase what a brand has to offer Three quarters of adults believe content is a strong platform for brands to highlight key elements of their product portfolio. ‘Creating interesting content is a great way for brands to promote specific products and services’ 6% 73% agree disagreeSource: PanelBase / Base: UK Adults 16+ (1049)Thinking of content produced by brands in general, can you tell us if you agree with these statements comparing it to conventional advertising?
    • 31. A wide range of ways to communicate with consumers Only 8% of UK adults do not want to be communicated to by brands in any of the ways outlined below To give me up-to-date 71% product news 58% To improve my knowledge 50% Articles / features of the brand 45% Visual content To provide advice to make 50% my life easier 45% 66% of 18-34 Adults want 40% to be entertained by visual To entertain me* 39% content 8% None of the above 13%Source: PanelBase / Base: UK Adults 16+ (1049)How do you want brands to talk to you …?
    • 32. Above all, relevance is vital to enhance relationships Over 4 in 5 enjoy relevant content that is delivered to them from brands ‘I like reading content from brands when it is relevant to me’ 3% 82% agree disagreeSource: PanelBase / Base: Monthly print readers (612)Wed like to know whether you agree with these statements regarding magazines that you buy at newsagents and those that are produced by brands.
    • 33. Over 2 in 3 UK adults consume content marketing every month 70% of UK adults consume at least one piece of content marketing on a monthly basisSource: PanelBase / Base: UK Adults 16+ (1049)How often would you say you read these types of titles / visit these type of websites / use or play these??
    • 34. Consumed across a range of different platforms 58% of UK adults consume content marketing via print every month / 50% consume content marketing digitally every month 38% 38% consume print and digital each month 70% 20% 20% consume print only each month 12% 12% consume digital only each month 14% 14% consume less often 16% Only 16% never consumeSource: PanelBase / Base: UK Adults 16+ (1049)How often would you say you read these types of titles / visit these type of websites / use or play these?
    • 35. The nature of the content predisposes consumers into a consideration mindset 72% of content marketing consumers feel they are more likely to consider purchases when reading compared to non-branded contentSource: PanelBase / Base: Monthly content marketing consumers (737)Would you say that when reading content produced for you buy a brand you are more likely to be considering purchases / products than if you werereading regular non-branded content?
    • 36. And are more likely to recommend to others 4 out of 5 content marketing consumers recommend products and services to others – extending the footprint of the activity 80% of content marketing consumers recommend products to others 42% of non-consumers recommend to others Index = 190Source: PanelBase / Base: Monthly content marketing consumers / non-consumers (620 / 221)In general, how often do you recommend products and services to friends / family / colleagues?
    • 37. ...and has a major role influencing purchase decision making Playing a dual role of increasing brand equity and driving awareness of new products and services ‘Makes me want to buy ‘It has a positive impact products from the featured upon my purchase brand’ decisions’ 8% 10% 53% agree disagree 55% agree disagreeSource: PanelBase / Base: Monthly content marketing consumers / non-consumers (727)Thinking about content produced by brands, which of the following would you say applies to you as a consumer?
    • 38. Consumers – printed content
    • 39. Strong showing for share of media time 32% Mean % of overall magazine reading time spent with titles published by a brand Source: PanelBase / Base: Monthly print readers (612) Thinking of all of the time you spend reading magazines, what percentage of that time is spent reading magazines published by a brand?
    • 40. Which ultimately delivers more than conventional advertising 59% are more likely to notice products and promotions in a magazine produced by a brand compared to a single advert in a normal magazineSource: PanelBase / Base: Monthly print readers (612)Wed like to know whether you agree with these statements regarding magazines that you buy at newsagents and those that are produced by brands.
    • 41. Consumers – digital content
    • 42. Quality digital content ‘I trust content on a ‘The content on websites website if I know the produced by brands is of brand involved’ similar quality to normal ‘Im positive towards websites’ 72% 7% brands that deliver 44% 17% agree disagree relevant content to me agree disagree online’ 71% 6% agree disagreeSource: PanelBase / Base: Monthly digital users (526)Wed like to know whether you agree with these statements below regarding websites that are produced by brands?
    • 43. Which ultimately delivers more than conventional advertising 59% are more likely to recall products and promotions on a website produced by a brand compared to a normal online advertSource: PanelBase / Base: Monthly digital users (526)Wed like to know whether you agree with these statements below regarding websites that are produced by brands?
    • 44. Consumers – mobile content
    • 45. Research approach • 952 users interviewed using survey software on their iPad • Fieldwork conducted between 18 March – 8 April • 48% from Europe, 35% from North America • 19% 15-24 / 47% 25-39 / 30% 40+Source: Dres Consulting
    • 46. Users are committed to their iPad • Over a third are considering buying another Tablet PC in the next 12 months • 79% of those would consider buying an iPad2 • Brand Loyalty: 70% wouldn’t even consider swapping their iPad for an new alternative tablet brand for freeSource: Dres Consulting - Base: All Respondents (952)
    • 47. Once you’re hooked 95% use their iPad at least once a day Less than 5 minutes 4% 5-14 minutes 9% 8% 15-29 minutes 18% 30-59 minutes 27% 1 – 2 hours 2 – 4 hours 30% 5 – 8 hours Over 9 hours Average usage of 2h 17m each daySource: Dres Consulting - Base: All Respondents (952)
    • 48. Strong showing digitally Mean % of overall online / time using 26% apps spent with sites / apps published by a brandSource: PanelBase / Base: Monthly digital users (526)Thinking of all of the time you spend online or using apps what percentage of that time is spent reading magazines published by a brand?
    • 49. Apps: Play, Inform, Communicate The range of genres shows the versatility of the iPad as a communication tool Games 85% 55% News 76% Have Like Best 35% Social Networking 69% 32% Books 67% 31% Utilities 67% 23% Productivity 63% 19% Entertainment 62% 19% Music 58% 18% Lifestyle 54% 16% Magazines 51% 16% Newspapers 50% 12% Travel 45% 11% Photography 41% 11% Sports 34% 10% Medical 22% 4%Source: Dres Consulting - Base: All Respondents (952)
    • 50. Opportunity – The branded content ‘gap’ • Over 1 in 4 do not own a ‘branded content’ app • 84% of users have 10% or less of their apps in association with brands • 67% would like brands to produce more interesting or exclusive content for their iPadsSource: Dres Consulting - Base: All Respondents (952)
    • 51. Where should brands get involved? The key to success is to create content that is relevant, fun and informative Which areas should brands get involved in when creating new apps? Lifestyle 39% Games 38% Entertainment 27% Productivity 23% Utilities 22% Sports 22% News 22% Social Networking 20% Magazines 19% Music 18% Travel 15% Games 14% Newspapers 14% Books 11% Photography 9% Medical 7%Source: Dres Consulting - Base: All Respondents (952)
    • 52. Driving future actions As a result of using an app users have... • have recommended an app to family/friends (61%) • visited the developer’s/brands website (33%) • considered buying a product or service (29%)Source: Dres Consulting - Base: All Respondents (952)
    • 53. Tablet summary iPad users are committed enthusiasts and brand loyal Once you’re hooked... 57% use their iPad for at least an hour every day Content is King: Willing to pay for apps but would rather have free branded apps with no advertising Presents great opportunity for brands to produce free branded apps with relevant, fun and entertaining content Brands can maximise on the powerful word of mouth association with a positive and creative appSource: Dres Consulting
    • 54. Content Marketing... … reaches a mass audience 70% coverage of UK Adults each month --- … works across a number of different platforms Both print and digital deliver incremental reach (alongside building frequency) --- … is a natural route for brands to take Seen as a logical route for brands to reach consumers --- … is appropriate environment for brands Felt to be a great way to promote brands and services --- … is consumed in depth by consumers Both print and digital take up significant chunks of consumers media time --- … meets key objectives for readers approval Trust and relevance is vital to deliver engaging content across all platforms --- … delivers beyond the norm Content marketing is more memorable than conventional advertising
    • 55. Content Marketing... … provides a purchase mindsetConsumers are more likely to consider purchases when engaged with content marketing --- … drives recommendations 80% of content marketing consumers recommend brands to others --- … broadens a brands footprint Regular content marketing consumers are 62% more likely to follow brands on social networks --- … increases brand favourability 61% of content marketing consumers agree it increases brand positivity --- … influences purchase decisions Over 1 in 2 content marketing consumers says it has a positive impact upon purchase decisions
    • 56. The Content Marketing Association julia.hutchison@the-cma.com www.the-cma.com