Paul Kemp-Robertson provides an exciting vision of the future of content marketing for consumer brands. How will technology and creativity combine to create a future where brands become publishers as well advertisers?

1. The future of
Content Marketing
Paul Kemp-Robertson

2. PUT THE MOCO
IMAGE HERE –
READIING MAG
IN MASK
DIGITAL
INNOVATION
DAY
FRANKFURT
Paul Kemp-Robertson
Co-founder, Contagious
@ContagiousPaul

3. BRANDS HAVE
THEIR OWN LAWS
OF GRAVITY

4. …BUT THE ‘PULL’
IS A WEAK FORCE

5. of US CPG sales come from the bottom
80% of buyers: the 80 / 20 rule isn’t real
Source: Nielsen 2007, quoted in Byron Sharp,
How Brands Grow
49%

6. of brands could cease to exist
and most people wouldn’t care
Source: Havas Media, Meaningful Brands
73%

7. of US Coke buyers buy the brand once a week or more
Source: Nielsen, quoted in How Brands Grow
by Byron Sharp
4%

8. for passion brands on Facebook,
e.g. Nike, Harley, Tiffany
Engagement rates are lower than
you think / Source: AdAge
0.66%

9. ‘Consumers are cognitive misers’

10. PENETRATION
WHIPS LOYALTY’S
ASS

11. THE FUTURE IS…

12. CONTEXT

13. No one lives their lives
according to media silos

14. TIME
PLACE
PLATFORMS
INTENT
HABITS
WEATHER, ETC
Context
PERSONA
:

15. Alan Kay
(*If you outsmart the competition, you don’t need to outspend them)
‘Context is worth
80 IQ points’

16. Georgia Coffee
(Creepy!) Vending Machines

17. Klepierre / The Inspiration Corridor
Personalised Retail / Moodboards

18. @ContagiousPaul
DANKE!

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