Content marketing is taking over. Find out how the democratization of publishing, marketer-as-network models and hyper-localized content are changing the search landscape. With Fun Facts!

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BACK
TO
THE
CONTENT
FUTURE

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The Democratization of Publishing

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The Democratization
of Publishing
From elite boys club to the
self-publishing revolution
• Publishers were the ultimate gatekeepers
to success.
• The first challenge to the system was
Hogarth Press in 1917.
• Virginia Woolf and her husband published
books “the commercial publisher would not
look at” by T.S. Eliot and E.M. Forster
+
=
?

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The Internet Destroys
the Gatekeepers
The ability for anyone to have
a public platform allows the
public to determine value.
• Self-publishing used to be seen as a vanity
project.
• Now it is a completely legitimate way for
writers to bypass the agents, publishers
and book sellers and go straight to the
customer.
• 287% = Growth in self-published
books since
2006
• 4 = Number of books on
latest New York Times
Bestseller list that are
self-published

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Democracy =
Idiocracy?
Will the democratization of
content distribution create an
easily corruptible system with
uneducated selecting the
intellectual course of our
culture?
• Fifty Shades sold 70 million copies, more
than the entire Harry Potter series
• Was the sole reason e-books overtook
print for the first time in August 2012
• Is so poorly edited it uses the word “hair”
763 times in 1,700 pages of prose (or once
every 2.5 pages)
+
=
?

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We Need a
Representative
Democracy
Who are the elected officials
in this scenario?
• Trusted Tastemakers: Bloggers, authors,
and yes, still publishers
• But also opportunity for marketers to
curate talent for brands and provide
platforms that allow for new forms of
advertising on popular, quality work

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The Marketer as the Network

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Old Networks are
Dying
The Aereo vs. Broadcasters
Case

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“We’re Not An Agency,
We’re a Content
Network.”
What if we owned our own
content channels, built our
own networks and audiences,
then charged brands access
to them?

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It’s Happening IRL
The Onion and Home Depot:
a Match Made In Marketing
Heaven

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Hyper-Localized Content

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Creating a 1:1
Relationship
Hyper-localized content
created by brands anticipating
consumer need while they
move through daily life.
• Mobile-based push offers that provide
utility
• Scalable for franchises with dynamic
inserts

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Ripe Industries
• Higher education institutions, esp. community
colleges
• Food & Beverage
• Community banks and credit unions
• Convention and visitor’s bureaus

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Augmented Reality (AR)
 Augmented Reality is a technology
enriching the real world with digital
information and media.
 AR makes available more
information for us users by
combining computer data to what we
see in real life.
 Using the camera on your phone,
you can point it somewhere ‘live’ to
get information overlay of where you
can find the nearest cafes or dining
places.
(Image Source:
SPRXmobile)

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Universal Remote Control
 Everything from door locks to light
bulbs to refrigerators is starting to
come equipped with Wi-Fi or Bluetooth
connectivity.
 Appliances are connected in a simple
iOS app where you are able to group
related appliances into ‘suites’ so that
you can say something like, “Get
ready for bed”, and your phone will
know to turn off the downstairs lights,
adjust the thermostat and lock the
doors.

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A Remote Controlled
Device
 No more having to pull your phone
out during inconvenient times like
when you’re cooking, driving, or in a
meeting.
 Google, Microsoft, BlackBerry, and
Apple are all working on software
that will let you control your phone
from your car’s dashboard.

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Wearable's
 With the rise of smartwatches to
smartglasses, will the smartphone
continue to be the primary interface
for most people?
 Wearable's have the potential to be
quite a disruptive market if they gain
consumer acceptance and culture
issues are overcome.

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Personal Health Monitor
 Smartphone-makers are starting to
realize that they can take the health-tracking
trend mainstream by
building native hardware and
software for it.
 Devices to measure blood pressure,
monitor blood sugar, hear heartbeats
and chart heart activity are already in
the hands of patients.

21. There will no longer be Traditional and Digital Media,
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There will be just Media.

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Television
We all know TV viewing habits
have changed, so will the way
we advertise on it.
• Traditionally television is bought using
GRP’s and CPP’s, and targeted to a
demographic.
• The future will allow us the same type of
targeting and segmentation we have digital
media.
• There will no longer be two separate video
buys, one buy will place spots on TV’s and
Online.

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Cross-Platform
We as consumers don’t
consume media individually,
why is it still planned that
way?
• Direct Mail campaigns will include a
display campaign directly targeted to the
individuals who received the mailers.
• When you place a print ad, you will also
incorporate an augmented reality
component or a directly targeted display or
video ad.

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Outdoor
Talk about the right message
at the right time in the right
place!
• Billboards will be able to provide a
personalized message based on your
recent behaviors, purchases, location, etc.
• As you walk into a mall you could see a
message for your favorite retail store.

25. DATA 2.0
The future of data

26. Better information collection

28. Better information processing

29. Data user

30. VS. Data author

31. generator processor user
http://www.youtube.com/watch?v=xTjejvnBJfU
generator
user processor

32. Everyone is a genius.
Albert Einstein