The document discusses the future of content marketing. It notes that changes in technology and digital accessibility have forever changed consumerism and marketing. Specifically, it highlights the growth of smartphones and mobile usage, increased online searches and social media participation. It also explores how this shift has impacted the consumer decision journey. The document then examines how these changes have disrupted traditional media companies and journalism. It discusses several emerging trends in content marketing, including the rise of big data and its applications in profiling, programmatic advertising, native advertising, retargeting, and the convergence of online and offline activities. Brands adopting content marketing strategies and the growing role of influencers are also covered.

1. THE FUTURE OF CONTENT MARKETING

2. CHAPTER 1: A BRAVE NEW WORLD
Changes in Digital Accessibility and Technology Have Forever Changed Consumerism and Marketing.

3. THE MOBILE REVOLUTION
A Brave New World

4. @JoeGriffin
#BOLOCON
The Mobile Revolution
62.6
92.8
122.0
144.5
163.9
0.0
20.0
40.0
60.0
80.0
100.0
120.0
140.0
160.0
180.0
2010
2011
2012
2013
2014
US Smartphone Users (millions)
0:24
0:48
1:35
2:19
2:51
0:00
0:28
0:57
1:26
1:55
2:24
2:52
3:21
2010
2011
2012
2013
2014
Time on Smartphones Per Day (hour:minute)
Smartphone Owners
Mobile Usage

5. @JoeGriffin
#BOLOCON
Search & Social Soar
3.627
4.717
5.134
5.922
3.50
4.00
4.50
5.00
5.50
6.00
6.50
2010
2011
2012
2013
Daily Searches (billions)
62%
65%
69%
72%
60%
62%
64%
66%
68%
70%
72%
74%
2010
2011
2012
2013
US Social Media Usage
Searches Per Day
US Population % on Social

6. THE SHIFT IN CONSUMERISM
A Brave New World

7. @JoeGriffin
#BOLOCON
The New Consumer Decision Journey

8. @JoeGriffin
#BOLOCON
The Connected Purchase Funnel

9. CHAPTER 2: THE NEW CONTENT BUSINESS
The old world of content, big media, and early digital content Spam Has been put to Bed..

10. THE OLD GUARD GOES DOWN
The New Content Business

11. @JoeGriffin
#BOLOCON
The Crumble of Big Journalism
Since the fall of 2013, there has been a dramatic and conspicuous migration of high- profile journalists to digital news ventures.
- Pew Research

12. “AT THE NEW YORK TIMES, FAR TOO OFTEN FOR WRITERS AND EDITORS THE STORY IS DONE WHEN YOU HIT PUBLISH.”
iacquire.com
INNOVATION REPORT
2014
LEAKED MAY 2014
Quoted by Paul Berry Co-Founder, HuffPo

13. “AT HUFFINGTON POST, THE ARTICLE BEGINS ITS LIFE WHEN YOU HIT PUBLISH.”
INNOVATION REPORT
2014
LEAKED MAY 2014
Quoted by Paul Berry Co-Founder, HuffPo

14. THE CONTENT CONUNDRUM
The New Content Business

15. @JorGriffin
#BOLOCON
The Deluge of CRAP
We’re all about to be buried in
Concept by Velocity Partners http://www.slideshare.net/dougkessler/crap-the-content-marketing-deluge

16. @JoeGriffin
#BOLOCON
Search Isn’t Having It
Panda 4.0 5/19/14
Panda 3.0 3/14/13
Panda 2.0 4/1/11
Panda 1.0 2/23/11

17. @JoeGriffin
#BOLOCON
Brands/Publishers are Shifting
The winners in the Post-Deluge era will be the companies that build something precious.
Concept by Velocity Partners http://www.slideshare.net/dougkessler/crap-the-content-marketing-deluge

18. Brands/Publishers are Shifting
MORE ON THIS LATER
@JoeGriffin
#BOLOCON

19. CHAPTER 3: THE FUTURE OF CONTENT MARKETING
Big Data, Content Targeting, Native advertising, Retargeting, Offline Convergence, and Influencers are Changing the Game

20. BIG DATA GOES BIG
The Future of Content Marketing

21. “BIG DATA INDUSTRY WILL GROW FROM $3.2 BILLION IN 2010 TO $16.9 BY 2015.”
iacquire.com
2013 McKinsey Study

22. Big Data Hits Marketers
THIS IS UGLY – BUT THAT’S THE POINT
@JoeGriffin
#BOLOCON

23. Profiling Leaps Forward
Consumer &
Market Insight
•Experian Simmons
•ISP Data
•ACXIOM
•Internal Metrics
Social &
Digital Behavior
•Facebook for Business and Exchange
•GNIP
•Hitwise and Compete
Custom Surveys
•Google Surveys
•Survey Monkey
@JoeGriffin
#BOLOCON

24. Programmatic Ad Buying
Images by RadiumOne
@JoeGriffin
#BOLOCON

25. NEW MEDIA
The Future of Content Marketing

26. INTERNET TV
New Media

27. Internet TV
@JoeGriffin
#BOLOCON

28. Internet TV
1.Proto-programmatic
2.Programmatic direct
3.Private Exchange
4.Open Exchange (now with YouTube and Hulu)
Types of Programmatic (coming soon)
Desk
Agency
2013
2015 YE
Cadreon
IPG
5%-7%
50%
Xaxis
WPP
<5%
7-10%
Accumen
Omnicom
15%
50%
Affiperf
Havas
4-5%
40%-45%
Vivaki
Publicis
20%
40%-50%
Interview of Major Ad Agencies
February 2014 Report
2013 Advertising Week Panel
@JoeGriffin
#BOLOCON

29. Internet Tv
These media companies are either currently working on systems to enable programmatic buying, or have identified that they will begin doing so - all within the last 12-months.
@JoeGriffin
#BOLOCON

30. NATIVE ADVERTISING
New Media

31. Native Advertising - Publishers
@JoeGriffin
#BOLOCON

32. iacquire.com
@iacquire
Native Advertising - Publishers

33. iacquire.com
@iacquire
Native Advertising – Content Discovery

34. Native Advertising - Social
You probably know about these ones…
@JoeGriffin
#BOLOCON

35. Native Advertising - Social
How about this one?
“The retailer can use public information on Twitter like a user’s bio, follower count, verified status, or past Tweets — from Twitter or by using Twitter’s API or Certified Products — to identify the specific accounts on Twitter which are the most appropriate potential customers. The retailer may then use this list of Twitter ID’s to create a tailored audience through an ads partner.”
@JoeGriffin
#BOLOCON

36. Native Advertising – Social/Video
How about these ones… (in-video native)
@JoeGriffin
#BOLOCON

37. RETARGETING
New Media

38. Retargeting – Social
@JoeGriffin
#BOLOCON

39. Retargeting - Email
@JoeGriffin
#BOLOCON

40. “YOU CAN COOKIE A DESKTOP USER THAT LANDS ON YOUR WEBSITE, AND RETARGET THEM ON THEIR MOBILE DEVICE.”
iacquire.com
I said that.
DESKTOP VS. MOBILE

41. ONLINE & OFFLINE CONVERGE
The Future of Content Marketing

42. GPS/App/Wifi Identification in-Store
EVERY POINT OF DATA IS ANALYZED
@JoeGriffin
#BOLOCON

43. GPS/App/Wifi Identification in-Store
Using Bluetooth Low Energy, Beacons communicate directly with opted-in smartphones when a shopper enters a store. They enable the direct sending of personalized messages to individual shoppers based on their previous shopping and browsing behavior online and can be used to deliver coupons, product information, inventory and other store-related promotions.
Beacons Use Bluetooth to Serve Up Real-Time Mobile Alerts & Offers
@JoeGriffin
#BOLOCON

44. BRANDS BECOMING PUBLISHERS
The Future of Content Marketing

45. Early Adopters
@JoeGriffin
#BOLOCON

46. Early Adopters
@JoeGriffin
#BOLOCON

47. A Rush of New Adopters
@JoeGriffin
#BOLOCON

48. A rush of New Adopters
@JoeGriffin
#BOLOCON

49. POWER TO THE PEOPLE
The Future of Content Marketing

50. Influencers Making Money
https://www.youtube.com/user/Macbarbie07
1.2mm Twitter followers, 2.3mm Instagram followers, and 5.1mm YouTube subscribers.
Bethany Mota
North of $40,000 a month on YouTube ads.
PewDiePie
Earned an estimated $7mm to date from YouTube ads.
https://www.youtube.com/user/PewDiePie
28mm YouTube subscribers.
@JoeGriffin
#BOLOCON

51. Influencer Marketing
Social Networks
Platforms to Reach Influencers
@JoeGriffin
#BOLOCON

52. @iacquire
iacquire.com
Within search results, information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results. The true cost of remaining anonymous, then, might be irrelevance. – The New Digital Age by Eric Schmidt, Chairman of Google

53. Tools for Finding Influencers
DISCOVER TOP TWITTEERS
@JoeGriffin
#BOLOCON

54. Tools for Finding Influencers
DISCOVER PROFILIC WRITERS
@JoeGriffin
#BOLOCON

55. Tools for Finding Influencers
PREVIEW THEIR WORKS
@JoeGriffin
#BOLOCON

56. CLOSING
The Future of Content Marketing

57. Complete Content Marketing
Big Data (Internal and External)
Segmentation & Profiling
Content Strategy
Catered Content Development
Brand Publishing
Influencer Marketing
Programmatic Ad Buying
Social & Search Amplification
Retargeting (Online & Offline)
Loyalty
(Email and Incentives)
@JoeGriffin
#BOLOCON

58. THANK YOU.

59. Iacquire.com @iACQUIRE
About Me
Joe Griffin
@joegriffin
Co-Founder & Co-CEO