DIGITAL
CONTENT
TRENDS 2013
http://www.flickr.com/photos/83346641@N00/3562071888/

neilperkin.typepad.com
@neilperkin

THE CHANGING DYNAMIC OF POE
THE SPREAD OF CURATION SUBCOMPACT PUBLISHING GAFA HUMANS & ROBOTS BIG DATA

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

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

Messaging Polished blockbuster Like vs
vs vs Amplification Fast, snackable Love http://www.nickburcher.com/

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

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 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 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 followers http://www.nytimes.com/2012/12/02/fashion/maria-popova-has-some-big-ideas.html

The new content curators: social

The new content curators: alogorithmic
More than 30 Fortune 500 companies use Percolate, including American Express, Mastercard, GE and Diagio, paying $10K a month

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 per month

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 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

GAFA
http://www.economist.com/news/21567361-google-apple-facebook-and-amazon-are-each-others-throats-all-sorts-ways-another-game

GAFA & The Vertical Stack
Messaging Context (location, social, identity, advertising, recommenda tion) Payment ecosystems Access (apps & browsers) Content (Platforms, Streaming, Cloud) Operating System Hardware http://www.flickr.com/photos/darwinbell/

Messaging Facetime, Hangouts, Chat, FB
Messenger, Skype integration Context (location, social, identity, ad Location, Social graph, identity, personalisation& vertising, recommendation) recommendation, advertising Checkout, Wallet, iTunes, NFC, Amazon payments, Payment ecosystems Facebook Credits Access (apps & browsers) Chrome, Silk, Safari, Facebook, Apple Android app ecosystems Content (Platforms, Streaming, Clou AWS, iTunes &iCloud, Facebook content streaming, d) storage, Google TV, YouTube, Music Operating System Apple IoS, Android, Facebook as social OS Hardware Chromebook, Motorola, Apple devices, Kindle

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 Deep,
immersive buying, algorithmic experiences, Planning for optimisation participation

The squeezed middle…
http://www.flickr.com/photos/36604011@N08/5297451826/ http://adage.com/article/media/traditional-media-planning-jobs-dinosaurs/238545/

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/

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 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

Growth in Native Advertising Innovative
new formats or just more advertorials? Behavioural Contextual Demographic + Interest + Mobile

BIG DATA & CONTENT

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

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"

Thank you!
neilperkin.typepad.com
@neilperkin