October 20th keynote - Canadian Marketing Association Digital Day

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 -

18. So…The Future?
Emotional Content or Data-Driven Content

19. 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

21. THE RISE OF NATIVE
CONTENT AND ADS

24. CONTENT 2015 – TREND #2 - VISUAL

26. 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

28. CONTENT 2015 – TREND #4 – HYPER-CONNECTED
In developed worlds, we will each have 26 smart,
connected objects per person by 2020.

31. 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.

32. CONTENT 2015 – TREND #6 - IMMERSIVE

34. 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.

35. MOBILE LOCATION
SOCIAL MEDIA3
CONTENT is Morphing – 6 Forces
DATA
SENSORS CROWDING
@seanmoffitt 35

37. CONTENT 2015 – COUNTERTREND - PRIVACY
53% Data Pragmatists 31% Data Unconcerned 16% Data Fearful

41. Emotional

42. Open

43. Open

45. Human

46. “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.”

47. Agile

48. Behavioral

49. Personal

50. “There are more smart people
outside your company, than
within it. It’s the law of numbers,
Be adaptive.”
Reid Hoffman, LinkedIn

51. Crowds like to participate, but somebody
has to lead them.

52. Curated

53. Curated

54. Customer-
Centric

55. WE-Powered

56. “Lots of companies don't
succeed over time. What do
they fundamentally do wrong?
They usually miss the future.”
Larry Page, CEO, Google.

58. Integrated

59. Innovative

60. Tech-enabled

61. New forms of content - The Connected
Patient?

62. New forms of content - The Connected
Car?

63. 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

64. New forms of content - The Connected
TV?

65. “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.”

66. Immersive

67. Visual

68. Causeworthy

69. Causeworthy

70. “It’s not what you do with
your product, it’s what
they do with it.”

71. Shareable

72. Experience-
Building

73. Solves Life

74. “Without strategy, content
is just stuff, and the world
has enough stuff.”
Arjun Basu

75. Resourceful

76. Data-driven

77. Commerce-driven

78. 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

80. 18 months is a short time, where
will we be in…
@seanmoffitt #digiday14 @wikibrands