Content 2015: Post-Modern Engagement, Immersiveness, and What That Actually Means

CMA Digital DayToronto

October 20, 2014

Wikibrands - Reinventing Your Organization in a Customer-Driven Marketplace

Sean MoffittManaging Director - Wikibrands@seanmoffitt

DIGIDAY14 Content poll

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#content2015

@seanmoffitt@wikibrands

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@seanmoffitt

Marketers are Winning Again

Caveat – Even 18 Months in a Connected Age is a Very Short Time…

Teenager’s Favourite Social Network

40%

20%

Fall’12 Spring’13 Fall’13 Spring’14

12%

30%

42%

23%

Source: Piper Jaffray

THE SELFIE is 18 MONTHS Old …

“Content” represents a dramatic shift for marketing

Creative Excellence content Excellence

STAndardized media EMBRACE OF new media and TEChnology

What brands Believe, know, OR HELP SOLVE AND

improve

What brands sell or feature

THE IMPORTANCE OF CONTENT MArketing: The Industry

- We are Doing It - 77% of brands in 2014

- …In More Places – Ave. of 12 Tactics/7 Platforms

- …By Investing More - 78% say more $$$ in 2014

- …And It Frustrates Us – 95% of CMOs believe it is one of their biggest challenges

Marketing Magazine Coverage BreakdownCONTENT ADVERTISING TECHNOLOGY MEDIA

24% 19% 16% 18%

19% 17% 24% 12%

So if everybody is getting better content and is sticking to their

content plan, why is this happening…

Clickthrough Rates

Email Performance

2006 20142008 2010 2012

Source: Epsilon

Open Rates

Organic Reach of Content Published on Facebook

Source: Ogilvy

The Fight for Attention Minutes

“Content Marketing is the only marketing left.” - Seth Godin -

So…The Future?Emotional Content or Data-Driven Content

CONTENT 2015 – TREND #1 – MORE SO LO MO

Mobile - half of email subscribers now open up emails in mobile , yet 42% of marketers rarely/never use responsive design in their emails.

Local - Location-based mobile media will double in market size by 2017

Sources: Internet retailer, Cisco

Social - social commerce 3X as fast as ecommerce/native social content & ads will be 40% of spend

THE RISE OF NATIVE CONTENT AND ADS

CONTENT 2015 – TREND #2 - VISUAL

CONTENT 2015 – TREND #3 - PERSONALIZED

“The only way to win at content marketing is for the reader to say, ‘This was written specifically for me.’”

• 41% of customers buy more when emails are personalized

• 73% of shoppers prefer personalized experiences • …yet web personalization is currently 10th on list of

marketing web priorities

CONTENT 2015 – TREND #4 – HYPER-CONNECTED

In developed worlds, we will each have 26 smart, connected objects per person by 2020.

CONTENT 2015 – TREND #5 - AUTOMATED

The average lifespan of a tweet is 12 minutes; a Facebook post is 30 minutes.

64% of content marketers biggest challenge is producing enough content.

CONTENT 2015 – TREND #6 - IMMERSIVE

CONTENT 2015 – TREND #7 - SMARTER

90% of the data in the world has been created over the last 2 years;

only 1% of it is being analyzed, it will grow 12 fold to 40 zettabytes by 2020.

CONTENT is Morphing – 6 Forces

@seanmoffitt 35

MOBILE LOCATION

DATA

SOCIAL MEDIA3

SENSORS CROWDING

CONTENT 2015 – COUNTERTREND - PRIVACY

53% Data Pragmatists 31% Data Unconcerned 16% Data Fearful

Emotional

Open

Open

Human

“Companies need to catch up to the way that humans

now actually work and live.Customer context, timeliness and intimacy are a vital foundation for

content.”

Agile

Behavioral

Personal

“There are more smart people outside your company, than

within it. It’s the law of numbers, Be adaptive.”

Reid Hoffman, LinkedIn

Crowds like to participate, but somebody has to lead them.

Curated

Curated

Customer-Centric

WE-Powered

“Lots of companies don't succeed over time. What do

they fundamentally do wrong? They usually miss the future.”

Larry Page, CEO, Google.

Integrated

Innovative

Tech-enabled

New forms of content - The Connected Patient?

New forms of content - The Connected Car?

Health: Automatically track blood pressure, weight, and activity

Safety: Automatically light your entire path to

the bathroom at nightNotify of water leaks

or flooding while you’re away

Get an alert when medicine cabinet opens or closes

Notify when someone is at the

door, or when it opens or closes.

Home Technology Application AreasCaregivers: Monitor fridge door to track

mealtimes

Get an reminder when the stove is left on

New forms of content - The Connected Home?

New forms of content - The Connected TV?

“In 2015, it all starts with the story. If you

don’t have a good story, find it. And if you can’t tell a good story, learn.”

Immersive

Visual

Causeworthy

Causeworthy

“It’s not what you do with your product, it’s what

they do with it.”

Shareable

Experience-Building

Solves Life

“Without strategy, content is just stuff, and the world has enough stuff.”

Arjun Basu

Resourceful

Data-driven

Commerce-driven

Content Transformation• Ignore the 8 content trends at your peril

• Get more resources behind your content plans, stick to them

• When confronted by more emotion and more data-driven content as options, choose both

• Develop a culture of content – top-down and bottom-up

• Develop marketing competencies across all 7 Chief Content officer areas NOW – 18 months is not long

18 months is a short time, where will we be in…

@seanmoffitt @wikibrands#digiday14