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