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Content 2015: Post-Modern Engagement, 
Immersiveness, and What That Actually Means 
CMA Digital Day 
Toronto 
October 20, ...
DIGIDAY14 Content poll 
#digiday14 
#wikibrands 
#content2015 
@seanmoffitt 
@wikibrands
#DIGIDAY14BINGO 
CLICKABILI 
TY 
@seanmoffitt
Marketers are Winning 
Again
Caveat – Even 18 Months in a Connected Age is 
a Very Short Time… 
Teenager’s Favourite Social Network 
40% 
20% 
42% 
12%...
THE SELFIE is 18 MONTHS Old …
“Content” represents a dramatic shift for marketing 
Creative Excellence content Excellence 
What brands 
Believe, know, O...
THE IMPORTANCE OF CONTENT 
MArketing: The Industry 
- We are Doing It - 77% of brands in 2014 
- …In More Places – Ave. of...
Marketing Magazine Coverage Breakdown 
CONTENT ADVERTISING TECHNOLOGY 24% 19% 16% 18% 
19% 17% 24% 12%
So if everybody is getting better 
content and is sticking to their 
content plan, why is this 
happening…
Email Performance 
Open Rates 
Clickthrough Rates 
2006 2008 2010 2012 2014 
Source: Epsilon
Organic Reach of Content Published on 
Facebook 
Source: Ogilvy
The Fight for Attention Minutes
“Content Marketing is the only marketing left.” 
- Seth Godin -
So…The Future? 
Emotional Content or Data-Driven Content
CONTENT 2015 – TREND #1 – MORE Social - social commerce 3X as fast as ecommerce/ 
native social content & ads will be 40% ...
THE RISE OF NATIVE 
CONTENT AND ADS
CONTENT 2015 – TREND #2 - VISUAL
CONTENT 2015 – TREND #3 - PERSONALIZED 
“The only way to win at content marketing is for the 
reader to say, ‘This was wri...
CONTENT 2015 – TREND #4 – HYPER-CONNECTED 
In developed worlds, we will each have 26 smart, 
connected objects per person ...
CONTENT 2015 – TREND #5 - AUTOMATED 
The average lifespan of a tweet is 12 minutes; 
a Facebook post is 30 minutes. 
64% o...
CONTENT 2015 – TREND #6 - IMMERSIVE
CONTENT 2015 – TREND #7 - SMARTER 
90% of the data in the world has been created 
over the last 2 years; 
only 1% of it is...
MOBILE LOCATION 
SOCIAL MEDIA3 
CONTENT is Morphing – 6 Forces 
DATA 
SENSORS CROWDING 
@seanmoffitt 35
CONTENT 2015 – COUNTERTREND - PRIVACY 
53% Data Pragmatists 31% Data Unconcerned 16% Data Fearful
Emotional
Open
Open
Human
“Companies need 
to catch up to the way that humans 
now actually work and live. 
Customer context, timeliness and 
intima...
Agile
Behavioral
Personal
“There are more smart people 
outside your company, than 
within it. It’s the law of numbers, 
Be adaptive.” 
Reid Hoffman...
Crowds like to participate, but somebody 
has to lead them.
Curated
Curated
Customer- 
Centric
WE-Powered
“Lots of companies don't 
succeed over time. What do 
they fundamentally do wrong? 
They usually miss the future.” 
Larry ...
Integrated
Innovative
Tech-enabled
New forms of content - The Connected 
Patient?
New forms of content - The Connected 
Car?
New forms of content - The Connected 
Home? 
Health: 
Automatically 
track blood 
pressure, weight, 
and activity 
Home Te...
New forms of content - The Connected 
TV?
“In 2015, it all starts 
with the story. If you 
don’t have a good story, 
find it. And if you can’t 
tell a good story, l...
Immersive
Visual
Causeworthy
Causeworthy
“It’s not what you do with 
your product, it’s what 
they do with it.”
Shareable
Experience- 
Building
Solves Life
“Without strategy, content 
is just stuff, and the world 
has enough stuff.” 
Arjun Basu
Resourceful
Data-driven
Commerce-driven
Content Transformation 
• Ignore the 8 content trends at your peril 
• Get more resources behind your content plans, stick...
18 months is a short time, where 
will we be in… 
@seanmoffitt #digiday14 @wikibrands
Content 2015 - Post Modern Engagement
Content 2015 - Post Modern Engagement
Content 2015 - Post Modern Engagement
Content 2015 - Post Modern Engagement
Content 2015 - Post Modern Engagement
Content 2015 - Post Modern Engagement
Content 2015 - Post Modern Engagement
Content 2015 - Post Modern Engagement
Content 2015 - Post Modern Engagement
Content 2015 - Post Modern Engagement
Content 2015 - Post Modern Engagement
Content 2015 - Post Modern Engagement
Content 2015 - Post Modern Engagement
Content 2015 - Post Modern Engagement
Content 2015 - Post Modern Engagement
Content 2015 - Post Modern Engagement
Content 2015 - Post Modern Engagement
Content 2015 - Post Modern Engagement
Content 2015 - Post Modern Engagement
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Content 2015 - Post Modern Engagement

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October 20th keynote - Canadian Marketing Association Digital Day

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Content 2015 - Post Modern Engagement

  1. Content 2015: Post-Modern Engagement, Immersiveness, and What That Actually Means CMA Digital Day Toronto October 20, 2014 Sean Moffitt Managing Director - Wikibrands @seanmoffitt Wikibrands - Reinventing Your Organization in a Customer-Driven Marketplace
  2. DIGIDAY14 Content poll #digiday14 #wikibrands #content2015 @seanmoffitt @wikibrands
  3. #DIGIDAY14BINGO CLICKABILI TY @seanmoffitt
  4. Marketers are Winning Again
  5. Caveat – Even 18 Months in a Connected Age is a Very Short Time… Teenager’s Favourite Social Network 40% 20% 42% 12% 30% 23% Fall’12 Spring’13 Fall’13 Spring’14 Source: Piper Jaffray
  6. THE SELFIE is 18 MONTHS Old …
  7. “Content” represents a dramatic shift for marketing Creative Excellence content Excellence What brands Believe, know, OR HELP SOLVE AND STAndardized media EMBRACE OF new improve media and TEChnology What brands sell or feature
  8. THE IMPORTANCE OF CONTENT MArketing: The Industry - We are Doing It - 77% of brands in 2014 - …In More Places – Ave. of 12 Tactics/7 Platforms - …By Investing More - 78% say more $$$ in 2014 - …And It Frustrates Us – 95% of CMOs believe it is one of their
  9. Marketing Magazine Coverage Breakdown CONTENT ADVERTISING TECHNOLOGY 24% 19% 16% 18% 19% 17% 24% 12%
  10. So if everybody is getting better content and is sticking to their content plan, why is this happening…
  11. Email Performance Open Rates Clickthrough Rates 2006 2008 2010 2012 2014 Source: Epsilon
  12. Organic Reach of Content Published on Facebook Source: Ogilvy
  13. The Fight for Attention Minutes
  14. “Content Marketing is the only marketing left.” - Seth Godin -
  15. So…The Future? Emotional Content or Data-Driven Content
  16. CONTENT 2015 – TREND #1 – MORE Social - social commerce 3X as fast as ecommerce/ native social content & ads will be 40% of spend Local - Location-based mobile media will double in market size by 2017 Mobile - half of email subscribers now open up emails in mobile , yet 42% of marketers rarely/never use responsive design in their emails. Sources: Internet retailer, Cisco
  17. THE RISE OF NATIVE CONTENT AND ADS
  18. CONTENT 2015 – TREND #2 - VISUAL
  19. CONTENT 2015 – TREND #3 - PERSONALIZED “The only way to win at content marketing is for the reader to say, ‘This was written specifically for me.’” • 41% of customers buy more when emails are personalized • 73% of shoppers prefer personalized experiences • …yet web personalization is currently 10th on list of marketing web priorities
  20. CONTENT 2015 – TREND #4 – HYPER-CONNECTED In developed worlds, we will each have 26 smart, connected objects per person by 2020.
  21. CONTENT 2015 – TREND #5 - AUTOMATED The average lifespan of a tweet is 12 minutes; a Facebook post is 30 minutes. 64% of content marketers biggest challenge is producing enough content.
  22. CONTENT 2015 – TREND #6 - IMMERSIVE
  23. CONTENT 2015 – TREND #7 - SMARTER 90% of the data in the world has been created over the last 2 years; only 1% of it is being analyzed, it will grow 12 fold to 40 zettabytes by 2020.
  24. MOBILE LOCATION SOCIAL MEDIA3 CONTENT is Morphing – 6 Forces DATA SENSORS CROWDING @seanmoffitt 35
  25. CONTENT 2015 – COUNTERTREND - PRIVACY 53% Data Pragmatists 31% Data Unconcerned 16% Data Fearful
  26. Emotional
  27. Open
  28. Open
  29. Human
  30. “Companies need to catch up to the way that humans now actually work and live. Customer context, timeliness and intimacy are a vital foundation for content.”
  31. Agile
  32. Behavioral
  33. Personal
  34. “There are more smart people outside your company, than within it. It’s the law of numbers, Be adaptive.” Reid Hoffman, LinkedIn
  35. Crowds like to participate, but somebody has to lead them.
  36. Curated
  37. Curated
  38. Customer- Centric
  39. WE-Powered
  40. “Lots of companies don't succeed over time. What do they fundamentally do wrong? They usually miss the future.” Larry Page, CEO, Google.
  41. Integrated
  42. Innovative
  43. Tech-enabled
  44. New forms of content - The Connected Patient?
  45. New forms of content - The Connected Car?
  46. New forms of content - The Connected Home? Health: Automatically track blood pressure, weight, and activity Home Technology Application Areas Notify when someone is at the door, or when it opens or closes. Safety: Automatically light your entire path to the bathroom at Notify of water leaks Get an alert when night or flooding while medicine cabinet you’re away opens or closes Caregivers: Monitor fridge door to track mealtimes Get an reminder when the stove is left on
  47. New forms of content - The Connected TV?
  48. “In 2015, it all starts with the story. If you don’t have a good story, find it. And if you can’t tell a good story, learn.”
  49. Immersive
  50. Visual
  51. Causeworthy
  52. Causeworthy
  53. “It’s not what you do with your product, it’s what they do with it.”
  54. Shareable
  55. Experience- Building
  56. Solves Life
  57. “Without strategy, content is just stuff, and the world has enough stuff.” Arjun Basu
  58. Resourceful
  59. Data-driven
  60. Commerce-driven
  61. Content Transformation • Ignore the 8 content trends at your peril • Get more resources behind your content plans, stick to them • When confronted by more emotion and more data-driven content as options, choose both • Develop a culture of content – top-down and bottom-up • Develop marketing competencies across all 7 Chief Content officer areas NOW – 18 months is not long
  62. 18 months is a short time, where will we be in… @seanmoffitt #digiday14 @wikibrands

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