This document discusses trends in digital marketing for 2013, including the growing importance of content marketing. A survey found 90% of respondents believe content marketing will become more important, and brands are taking on more of a publishing role. However, many brands still lack a content strategy or dedicated resources. There is also a need for more agility to respond across channels. New forms of content curation are emerging from professionals, social media, and algorithms. Companies are advised to focus on customer experience over channels and enable agile, cross-functional teams.

1. FUTURE OF DIGITAL MARKETING 2013
http://www.flickr.com/photos/83346641@N00/3562071888/
neilperkin.typepad.com
@neilperkin
CURATION, CULTURE, AGILITY

3. 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’.
THE GROWTH IN CONTENT MARKETING
http://econsultancy.com/uk/reports/content-marketing-survey-report

4. http://econsultancy.com/uk/reports/content-marketing-survey-report

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. LACK OF RESOURCE & SKILLS
Only 34% have dedicated budgets, 46% dedicated individuals
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

7. LACK OF RESOURCE & SKILLS
Only 34% have dedicated budgets, 46% dedicated individuals
COMPLIANCE & RESPONSIVENESS
Organisational structures, silos, legacy processes, communication flow
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

8. LACK OF RESOURCE & SKILLS
Only 34% have dedicated budgets, 46% dedicated individuals
COMPLIANCE & RESPONSIVENESS
Organisational structures, silos, legacy processes, communication flow
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
”…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

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

10. Paid
Owned Earned
ADVERTISING
Paid search, display, affiliate
DIGITAL
PROPERTIES
Websites,
CRM,
microsites,
Social presence
PARTNER
NETWORKS
Word of mouth,
Digital PR,
Influencer
outreach
Paid placementsAtomisation of
content into ads
Atomisation of conversation
through APIs and social
widgets
http://www.smartinsights.com/digital-marketing-strategy/customer-acquisition-strategy/new-media-options/

11. Google Panda update
Discoverability: quality, originality, shareability of content

12. The average half life of 1,000 popular bitly links was 3 hours
Shift to always on, and sharp spikes of attention

13. KFC Malaysia

14. • Air Asia has one of the highest brand response
rates (>40%)
• AskAirAsia:- Dedicated Twitter/FB tab
• High use of DMs for 1-2-1 comms
“It really needs huge commitment and resources to manage 24/7 or it may backfire” Kathleen
Tan, Regional Head of Commercial, AirAsia
Air Asia – where customer service & marketing come together

15. James Erwin, software manual writer from Des Moines, writes a response on Reddit.
Within a few hours he’s an online celebrity
After 2 weeks he’s offered a deal to write a Hollywood movie
After 2 months he’s become a full time movie scriptwriter
“Could I destroy the entire Roman Empire during the reign of Augustus if I travelled back in time with a
modern US Marine infantry battallion?”

16. Is your brand present at peak moments of interest?
Are you ready to create, harness and
amplify the buzz around your key
launches, sponsorships and campaigns?
Have you built a presence to minimise brand risk and capitalise on new opportunities?
Do you have a process that enables real-
time decision making and response to
users, memes, other brands, celebs & TV?
Source: Twitter Real-time Planning

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

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

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

20. Google Search Plus Your World

21. Distributed and Destination thinking
You have to be on our property for us to monetise
We can monetise anywhere

23. Algorithmic
Professional
Social
THE 3 PILLARS OF CONTENT CURATION

24. The new content curators: professional
http://www.nytimes.com/2012/12/02/fashion/maria-popova-has-some-big-ideas.html
3 posts, 50 tweets a day
1,000,000+ Uus
200,000 newsletter subscribers
270,000 followers

25. The new content curators: social

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

27. The new content curators: algorithmic

28. AmEx’s OpenForum took four years to get 1 million people aboard,
and now gets over 150,000 unique visitors per month
Content Hubs

29. Bonfires and Fireworks

30. “The notion of ideas as this singular thing is a fundamental flaw. There are so many ideas that what you
need is that group behaving creatively. And the person with the vision I think is unique, there are very
few people who have that vision.. but if they are not drawing the best out of people then they will fail.”
Ed Catmull, President of Pixar
Creative process involving a large number of people
Often from different disciplines
Marshalled around a vision
Working as a team
Creative Culture…

31. • Resourcing for projects is purely voluntary
• Project leaders pitch developers to generate interest
• Engineers decide which projects sound interesting to work on
Engineering Culture…

32. • A way of remaining agile as the company scales
• Large number of small, multidisciplinary teams, 8-10 people
• Each responsible for a focused area of service
• Customer-centric, focused improvement, speed of innovation
Amazon

34. Growth Hacking
Process for acquiring and
retaining users that combines
traditional marketing and
analytical skills with those more
akin to product development

36. 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%

37. 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

38. Customer experience rather than individual channels
Content calendars, not just campaigns
Distributed and destination
Nimble, agile supporting structures and culture
Test and learn

39. neilperkin.typepad.com
@neilperkin
Thank you!