DIGITAL
CONTENT
TRENDS 2013
THE CHANGING DYNAMIC OF PAID,
OWNED, EARNED

4 out of 5 CMOs anticipate
a high/very high level of
complexity over the next...
LET’S START WITH WHAT WE KNOW

90% of respondents believe that
content marketing will become more
important over the next ...
http://econsultancy.com/uk/reports/content-marketing-survey-report
LACK OF A STRATEGY
Only 38% of companies have a defined content
marketing strategy in place.

http://econsultancy.com/uk/r...
LACK OF A STRATEGY
Only 38% of companies have a defined content
marketing strategy in place.

LACK OF RESOURCE & SKILLS
On...
LACK OF A STRATEGY
Only 38% of companies have a defined content
marketing strategy in place.

LACK OF RESOURCE & SKILLS
On...
LACK OF A STRATEGY
Only 38% of companies have a defined content
marketing strategy in place.

LACK OF RESOURCE & SKILLS
On...
Nike's US spending on TV and print advertising has dropped by 40% in just three
years, even as its total marketing budget ...
Messaging

Polished blockbuster

Like

vs

vs

vs

Amplification

Fast, snackable

Love

http://www.nickburcher.com/
ADVERTISING
Paid search, display, affiliate

DIGITAL
PROPERTIES
Websites,
CRM,
microsites,
Social presence

Paid placement...
‘Stock and Flow’

“Stock is the durable stuff. It’s the content you produce that’s as interesting in two months (or
two ye...
Shift to always on, and sharp spikes of attention

The average half life of 1,000 popular bitlylinks was 3 hours
The more interconnected our social graph becomes, the faster new ‘parasitic’
applications and new ideas spread
Struggling to get his 2-year-old daughter to sleep, Mansbach let off some steam in the form of a
status update: "Look out ...
Hit Number 1 on the Amazon best seller list one month before
release – due largely to a pirated PDF version
THE SPREAD OF CURATION
Algorithmic

Social

Professional

THE 3 PILLARS OF CONTENT CURATION
The new content curators: professional

3 posts, 50 tweets a day
500,000+ UUs
150,000 newsletter subscribers
270,000 follo...
The new content curators: social
The new content curators: alogorithmic

More than 30 Fortune 500 companies use Percolate, including American
Express, Mast...
The new content curators: algorithmic
Professional + Algorithmic + Social Curation
Content Hubs

AmEx’sOpenForum took four years to get 1 million people aboard,
and now gets over 150,000 unique visitors pe...
SUBCOMPACT PUBLISHING

@CraigMod

http://craigmod.com/journal/subcompact_publishing/
Skeuomorphic models and formats

“Business skeuomorphism happens when we take business decisions explicitly tied to
one me...
‘Doing a Homer’

"In product design, the simplest thought exercise is to make additions. It’s the
easiest way to make an O...
Subcompact publishing
• Small issue sizes (3-7 articles)
• Small file sizes

• Digital-aware subscription prices
• Fluid p...
70% of the content should be low risk, bread and butter marketing

20% should innovate off what works
10% should be high r...
Goal for live stream viewership was set at 300,000. By the end of the game, it had captured
over 9m views, with over 600,0...
GAFA

http://www.economist.com/news/21567361-google-apple-facebook-and-amazon-are-each-others-throats-all-sorts-ways-anoth...
GAFA & The Vertical Stack
Messaging
Context (location, social,
identity, advertising,
recommendation)

Payment
ecosystems
...
Messaging

Context (location, social,
identity, advertising,
recommendation)

Facetime, Hangouts, Chat, FB Messenger, Skyp...
Google Search Plus Your World
Distributed and Destination thinking

You have to be on our property for us to monetise

We can monetise anywhere
HUMANS & ROBOTS
HUMANS & ROBOTS

Programmatic buying,
algorithmic optimisation

Deep, immersive experiences,
Planning for participation
The squeezed middle…

http://www.flickr.com/photos/36604011@N08/5297451826/

http://adage.com/article/media/traditional-me...
The squeezed middle…

Mediocre banners, lazy targeting, average experiences

http://www.flickr.com/photos/36604011@N08/529...
Complex trading ecosystems
Real-time, granular, algorithmic
Display is a game played at scale
“I suspect 2011’s Cannes Lions festival may be looked back upon as the year advertising and
technology agreed to meet and ...
Everyone’s in the content game now…

“…the idea of evolving a media plan into something more like a product or a datamanag...
Growth in
Native
Advertising
Innovative new formats or just
more advertorials?

Behavioural
Contextual
Demographic
+
Inter...
BIG DATA & CONTENT
SO WHAT IS BIG DATA ANYWAY?

Exponential increase in volume, velocity, variety of data:
Joined-up data – single customer v...
Data + Content
Data + Storytelling
"Yesterday is history. Tomorrow is a mystery. But today is a gift,
and that is why it's called the present"
Digital Content Marketing Trends in 2013 - EBriks Infotech
Digital Content Marketing Trends in 2013 - EBriks Infotech
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Digital Content Marketing Trends in 2013 - EBriks Infotech

  1. 1. DIGITAL CONTENT TRENDS 2013
  2. 2. THE CHANGING DYNAMIC OF PAID, OWNED, EARNED 4 out of 5 CMOs anticipate a high/very high level of complexity over the next 5 years, but only half felt ready to handle it. Percentage of CMOs reporting underpreparedness Source: “From Stretched to Strengthened – Insights from the Global Chief Marketing Officer Study”, October 2011, IBM, CMO C-Suite Studies, 1700 CMOs
  3. 3. LET’S START WITH WHAT WE KNOW 90% of respondents believe that content marketing will become more important over the next 12 months 73% of digital marketers agree that ‘brands are becoming publishers’. 64% agree that content marketing ‘is becoming its own discipline’. http://econsultancy.com/uk/reports/content-marketing-survey-report
  4. 4. http://econsultancy.com/uk/reports/content-marketing-survey-report
  5. 5. LACK OF A STRATEGY Only 38% of companies have a defined content marketing strategy in place. http://econsultancy.com/uk/reports/content-marketing-survey-report
  6. 6. LACK OF A STRATEGY Only 38% of companies have a defined content marketing strategy in place. LACK OF RESOURCE & SKILLS Only 34% have dedicated budgets, 46% dedicated individuals http://econsultancy.com/uk/reports/content-marketing-survey-report
  7. 7. LACK OF A STRATEGY Only 38% of companies have a defined content marketing strategy in place. LACK OF RESOURCE & SKILLS Only 34% have dedicated budgets, 46% dedicated individuals COMPLIANCE & RESPONSIVENESS Organisational structures, silos, legacy processes, communication flow http://econsultancy.com/uk/reports/content-marketing-survey-report
  8. 8. LACK OF A STRATEGY Only 38% of companies have a defined content marketing strategy in place. LACK OF RESOURCE & SKILLS Only 34% have dedicated budgets, 46% dedicated individuals COMPLIANCE & RESPONSIVENESS Organisational structures, silos, legacy processes, communication flow ”…brands aren't set up to be publishers. They don't necessarily understand the editorial process or have the stomach for the length of time it takes to build an audience” Josh Sternberg http://econsultancy.com/uk/reports/content-marketing-survey-report
  9. 9. Nike's US spending on TV and print advertising has dropped by 40% in just three years, even as its total marketing budget has increased to a record $2.4 billion
  10. 10. Messaging Polished blockbuster Like vs vs vs Amplification Fast, snackable Love http://www.nickburcher.com/
  11. 11. ADVERTISING Paid search, display, affiliate DIGITAL PROPERTIES Websites, CRM, microsites, Social presence Paid placements Paid Atomisation of content into ads Owned Earned Atomisation of conversation through APIs and social widgets http://www.smartinsights.com/digital-marketing-strategy/customer-acquisition-strategy/new-media-options/ PARTNER NETWORKS Word of mouth, Digital PR, Influencer outreach
  12. 12. ‘Stock and Flow’ “Stock is the durable stuff. It’s the content you produce that’s as interesting in two months (or two years) as it is today. It’s what people discover via search. It’s what spreads slowly but surely, building fans over time.” “Flow is the feed. It’s the posts and the tweets. It’s the stream of daily and sub-daily updates that remind people that you exist.” http://snarkmarket.com/2010/4890
  13. 13. Shift to always on, and sharp spikes of attention The average half life of 1,000 popular bitlylinks was 3 hours
  14. 14. The more interconnected our social graph becomes, the faster new ‘parasitic’ applications and new ideas spread
  15. 15. Struggling to get his 2-year-old daughter to sleep, Mansbach let off some steam in the form of a status update: "Look out for my forthcoming children’s book, ‘Go the — to Sleep.'
  16. 16. Hit Number 1 on the Amazon best seller list one month before release – due largely to a pirated PDF version
  17. 17. THE SPREAD OF CURATION
  18. 18. Algorithmic Social Professional THE 3 PILLARS OF CONTENT CURATION
  19. 19. The new content curators: professional 3 posts, 50 tweets a day 500,000+ UUs 150,000 newsletter subscribers 270,000 followers http://www.nytimes.com/2012/12/02/fashion/maria-popova-has-some-big-ideas.html
  20. 20. The new content curators: social
  21. 21. The new content curators: alogorithmic More than 30 Fortune 500 companies use Percolate, including American Express, Mastercard, GE and Diagio, paying $10K a month
  22. 22. The new content curators: algorithmic
  23. 23. Professional + Algorithmic + Social Curation
  24. 24. Content Hubs AmEx’sOpenForum took four years to get 1 million people aboard, and now gets over 150,000 unique visitors per month
  25. 25. SUBCOMPACT PUBLISHING @CraigMod http://craigmod.com/journal/subcompact_publishing/
  26. 26. Skeuomorphic models and formats “Business skeuomorphism happens when we take business decisions explicitly tied to one medium, and bring them to another medium” Craig Mod http://craigmod.com/journal/subcompact_publishing/
  27. 27. ‘Doing a Homer’ "In product design, the simplest thought exercise is to make additions. It’s the easiest way to make an Old Thing feel like a New Thing. The more difficult exercise is to reconsider the product in the context of now. A now which may be very different from the then in which the product was originally conceived.” Craig Mod http://craigmod.com/journal/subcompact_publishing/
  28. 28. Subcompact publishing • Small issue sizes (3-7 articles) • Small file sizes • Digital-aware subscription prices • Fluid publishing schedule • Scroll (don’t paginate) • Clear navigation •HTML(ish) based • Touching the open web
  29. 29. 70% of the content should be low risk, bread and butter marketing 20% should innovate off what works 10% should be high risk ideas that will be tomorrow's 70% or 20%
  30. 30. Goal for live stream viewership was set at 300,000. By the end of the game, it had captured over 9m views, with over 600,000 concurrent users People engaged with the live stream for an average of 28 minutes 66,000 mentions on Twitter, brand buzz up +2067% compared to last year’s game
  31. 31. GAFA http://www.economist.com/news/21567361-google-apple-facebook-and-amazon-are-each-others-throats-all-sorts-ways-another-game
  32. 32. GAFA & The Vertical Stack Messaging Context (location, social, identity, advertising, recommendation) Payment ecosystems Access (apps & browsers) Content (Platforms, Streaming, Cloud) Operating System Hardware http://www.flickr.com/photos/darwinbell/
  33. 33. Messaging Context (location, social, identity, advertising, recommendation) Facetime, Hangouts, Chat, FB Messenger, Skype integration Location, Social graph, identity, personalisation& recommendation, advertising Payment ecosystems Checkout, Wallet, iTunes, NFC, Amazon payments, Facebook Credits Access (apps & browsers) Chrome, Silk, Safari, Facebook, Apple Android app ecosystems Content (Platforms, Streaming, Cloud) AWS, iTunes &iCloud, Facebook content streaming, storage, Google TV, YouTube, Music Operating System Apple IoS, Android, Facebook as social OS Hardware Chromebook, Motorola, Apple devices, Kindle
  34. 34. Google Search Plus Your World
  35. 35. Distributed and Destination thinking You have to be on our property for us to monetise We can monetise anywhere
  36. 36. HUMANS & ROBOTS
  37. 37. HUMANS & ROBOTS Programmatic buying, algorithmic optimisation Deep, immersive experiences, Planning for participation
  38. 38. The squeezed middle… http://www.flickr.com/photos/36604011@N08/5297451826/ http://adage.com/article/media/traditional-media-planning-jobs-dinosaurs/238545/
  39. 39. The squeezed middle… Mediocre banners, lazy targeting, average experiences http://www.flickr.com/photos/36604011@N08/5297451826/ http://adage.com/article/media/traditional-media-planning-jobs-dinosaurs/238545/
  40. 40. Complex trading ecosystems Real-time, granular, algorithmic Display is a game played at scale
  41. 41. “I suspect 2011’s Cannes Lions festival may be looked back upon as the year advertising and technology agreed to meet and get married on the beach.” Mel Exon, BBH
  42. 42. Everyone’s in the content game now… “…the idea of evolving a media plan into something more like a product or a datamanagement platform that sits behind a website feels like a fairly natural evolution for a digital shop” Scott Symonds, AKQA
  43. 43. Growth in Native Advertising Innovative new formats or just more advertorials? Behavioural Contextual Demographic + Interest + Mobile
  44. 44. BIG DATA & CONTENT
  45. 45. SO WHAT IS BIG DATA ANYWAY? Exponential increase in volume, velocity, variety of data: Joined-up data – single customer view Open data - APIs Sophisticated analytical capabilities – attribution, optimisation, prediction “An organization that cannot derive value from the data that it already has will not suddenly derive value from it by installing the latest technology" Stephen Few
  46. 46. Data + Content
  47. 47. Data + Storytelling
  48. 48. "Yesterday is history. Tomorrow is a mystery. But today is a gift, and that is why it's called the present"

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