Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The Evolution of Digital Marketing Communications & What It Means For You in 2014

34,038 views

Published on

Presentation by PR Newswire Global Director of Emerging Media, Michael Pranikoff for a CNW Group Event in Toronto on Nov. 22, 2013. As we look towards the year ahead, all of us reflect on the pros and cons of the past year, and look forward to what we have to plan for. In the multi-dimensional world of public relations and marketing, there is much to consider – particularly at a time when communicators are acutely focused on integrated campaigns that will enable them to reach and foster an ongoing dialogue with relevant audiences across traditional, digital and social media. This presentation focused on: The components of the modern communications landscape; PR’s important role in content marketing; Why social media should be treated as a facet of an overall campaign; The importance of telling your story visually.

Published in: Business, News & Politics

The Evolution of Digital Marketing Communications & What It Means For You in 2014

  1. @mpranikoff #CNW
  2. Michael Pranikoff Global Director, Emerging Media PR Newswire http://about.me/michaelpranikoff michael.pranikoff@prnewswire.com Twitter / @mpranikoff @mpranikoff #CNW
  3. The most profound technologies are those that disappear. They weave themselves into the fabric of everyday life until they are Indistinguishable from it…. - Mark Weiser @mpranikoff #CNW
  4. @mpranikoff #CNW
  5. @mpranikoff #CNW
  6. Source: Forrester Research Put Distribution At The Heart Of Content Marketing– 10/3/12 @mpranikoff #CNW
  7. Source: Forrester Research Put Distribution At The Heart Of Content Marketing– 10/3/12 @mpranikoff #CNW
  8. Content Marketing The creation and sharing of high quality, valuable content by the brand to engage current & potential audience and influencers. AWARENESS CONSIDERATION PREFERENCE CHOICE Content Marketing will AMPLIFY your existing media campaigns, increase VISIBILITY and drive ENGAGEMENT leading to your desired outcome. @mpranikoff #CNW
  9. Advertiser Rating Effectiveness for Lead Generation of Marketing Methods PR is a strong component in the marketing mix 90% Consumer Rates Method More Effective 80% Own Sites Email Own Events 70% PR Own Social Consumer Exhibitions Search Ads on Social Nets 60% Conferences Custom Print Direct Mail Print Magazines Print Newspaper B2B Rates Method More Effective 50% 40% General Sites Smartphones Virtual Exhibitions Collateral Print Directories Sponsorship Tablets Webinars 30% Topic Specific Sites Vertical Search 20% Blue = Digital, Orange = Traditional 10% 10% 20% 30% 40% 50% B2B @mpranikoff 60% 70% 80% 90% Source: Outsell 2013 Advertising and Marketing Study #CNW
  10. Lucas Herscovici VP Digital Marketing, Anheuser Busch @mpranikoff #CNW
  11. Paid Media Promoted Traditional Ads Converged Media Corporate Content Branded That Is Shared Sponsored Earned Media Organic @mpranikoff Based on Altimeter Group Research Owned Media #CNW
  12. THE VALUE EXCHANGE BRAND AUDIENCE Currency = Content Currency = Personal Info The brand continuously delivers relevant content & establishes its worth to the audience The audience trusts the brand enough to identify themselves & grant permission for engagement @mpranikoff #CNW Jane Smith jane.smith@xyz.com 555-555-5555 CEO, XYZ Corp.
  13. Source: http://flic.kr/p/aavRAC @mpranikoff #CNW
  14. EQ > IQ EMOTIONS TRUMP INTELLIGENCE @mpranikoff #CNW
  15. http://youtu.be/xwndLOKQTDs @mpranikoff #CNW
  16. @mpranikoff #CNW
  17. @mpranikoff #CNW
  18. @mpranikoff #CNW
  19. “ Guinness Friendship scored 30 percent higher than other beer brands during the quarter @mpranikoff #CNW
  20. Growth = Opportunity Mobile Growth has outpaced desktop web growth 8X Smartphone sales passed PC Sales in 2012 PC 100M+ Desktop Internet 1B+ Source: Morgan Stanley, April 2013 @mpranikoff #CNW Mobile Consumer 10B+
  21. MULTI-PLATFORM CONSUMPTION IS TODAY’S NEW REALITY 1 in 3 minutes spent online is now spent beyond the PC. @mpranikoff #CNW
  22. TV NO LONGER COMMANDS OUR ATTENTION Source: Google The New Multiscreen World – August 2012 @mpranikoff #CNW
  23. 77% OF TV VIEWERS USE ANOTHER DEVICE AT THE SAME TIME IN A TYPICAL DAY Source: Google The New Multiscreen World – August 2012 @mpranikoff #CNW
  24. 91% OF ADULTS HAVE THEIR PHONE WITHIN ARMS REACH 24/7 Source: Pocket Your Shop @mpranikoff #CNW
  25. @mpranikoff #CNW
  26. @mpranikoff #CNW
  27. Mobile Video Is Booming! 2013 = 2 TERABYTES OF MOBILE VIDEO PER MONTH 2017 = 8 TERABYTES OF MOBILE VIDEO PER MONTH Source: Cisco / BI Intelligence, Oct 2013 @mpranikoff #CNW
  28. What Form of Advertising / Marketing Content Do You Trust? – Recommendation from People I Know 89% 90% Global Average – 92% 94% 92% Source: Nielsen Global Trust in Advertising – April 2013 @mpranikoff #CNW
  29. What Form of Advertising / Marketing Content Do You Trust? – Branded Websites 44% 52% Global Average – 58% 58% 73% Source: Nielsen Global Trust in Advertising – April 2013 @mpranikoff #CNW
  30. What Form of Advertising / Marketing Content Do You Trust? – Editorial Content Such As News Articles 58% 64% Global Average – 62% 60% 69% Source: Nielsen Global Trust in Advertising – April 2013 @mpranikoff #CNW
  31. @mpranikoff http://www.watblog.com/wp-content/uploads/2008/08/google-in-google-we-trust.jpg #CNW
  32. @mpranikoff #CNW
  33. @mpranikoff #CNW
  34. @mpranikoff #CNW
  35. LAUNCH OF GOOGLE PENGUIN- April 2012 New Guidelines Added July 18, 2013 @mpranikoff #CNW
  36. @mpranikoff #CNW
  37. •Write quality content that gets Social Signals (pluses and shares). The general process here is: •Attract natural links to the content. •Encourage engagement and sharing on the site. •Build up your ‘PageRank’ for quality signals. •Attract mentions/links from other influencers. •Build up your relationships within your Circles. •Take a ‘PR’ approach to website promotion (get mentioned for natural reasons). •Develop a content strategy that generates engagement and regular interactions (earned media as opposed to paid). @mpranikoff #CNW
  38. Google Hummingbird Launches September 2013 @mpranikoff #CNW
  39. Hummingbird Is About Conversational Search, Location, Speed & Mobile @mpranikoff #CNW
  40. Time & Location Impact What We Do With Our Mobile Devices Source: Google The New Multiscreen World – August 2012 @mpranikoff #CNW
  41. 3 Out Of 5 Searches Are Done Via Mobile Devices Today Source: Google The New Multiscreen World – August 2012 @mpranikoff #CNW
  42. Responsive Design @mpranikoff #CNW
  43. USE VISUAL CONTENT @mpranikoff #CNW
  44. Use Less Words @mpranikoff #CNW
  45. More Multimedia = More Views * The number of stories with downloadable files such as PDFs, PPTs, DOCs is significantly fewer than those without, however the data shows the potential for very high visibility when such assets are included along with other multimedia assets. Source: PR Newswire Web Analytics, June 2012 @mpranikoff #CNW
  46. Using multimedia in your releases increases journalist and public engagement According to internal sample research comparing press releases that contain multimedia with those that do not. @mpranikoff #CNW
  47. @mpranikoff #CNW
  48. Easy To View = Easy To Use @mpranikoff #CNW
  49. @mpranikoff http://www.facebook.com/notes/facebook-engineering/visualizing-friendships/469716398919 #CNW
  50. Content Must Be Mapped To Business Objectives @mpranikoff #CNW
  51. Content Must Be Appealing @mpranikoff #CNW
  52. @mpranikoff #CNW
  53. Plan For The Future @mpranikoff #CNW
  54. @mpranikoff #CNW
  55. Publish a steady stream of content TRUST RELIABILITY DELIGHT Keep it relevant & interesting @mpranikoff #CNW @mpranikoff #CNW

×