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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
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
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
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
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
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
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
ADVERTISING Paid search, display, affiliate
Paid placements Atomisation of content into ads Paid DIGITAL PARTNER PROPERTIES NETWORKS Websites, CRM , microsites, Social presence Owned Earned Word of mouth, Digital PR, Influencer outreach Atomisation of conversation through APIs and social widgets http://www.smartinsights.com/digital-marketing-strategy/customer-acquisition-strategy/new-media-options/
‘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
Shift to always on, and
sharp spikes of attention The average half life of 1,000 popular bitlylinks was 3 hours
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.'
Hit Number 1 on the
Amazon best seller list one month before release – due largely to a pirated PDF version
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
The new content curators: alogorithmic
More than 30 Fortune 500 companies use Percolate, including American Express, Mastercard, GE and Diagio, paying $10K a month
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/
‘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/
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
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%
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
“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
Everyone’s in the content game
now… “…the idea of evolving a media plan into something more like a product or a data- management platform that sits behind a website feels like a fairly natural evolution for a digital shop” Scott Symonds, AKQA
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