About the futureof media

Senior Consultant MediaLac 2.0 AS

ALF LANDE

Q1. What are the changes media industry experiencing today?

Q4. How media companies can leverage content marketing to create a next generation media company?

Q5. Key takeaways

Q3. Why content marketing is important and media players must give it a glance?

Q2. What are the modern solutions that players worldwide are adopting?

About SpeechKey questions that are going to be addressed through the speech

Media Industry Dramatic ShiftMedia companies have to fundamentally understand below paradigm shifts and respond with creativity, optimism and joy, in order to sustain in the industry

Classical channels experiencingobsolescence

Consumers are consuming less content through these channels1

3

2

4

Advertisers significantly less dependent on classical media channels to reach out to consumers

Classical model solely basing its priorities on editor-centric-priorities is losing effectiveness

Consumers are demanding responsiveness to their high and low interest areas - uniqueness and personalization

Consumers are responding less to editors’ choices and recommendation

Content personalization and uniqueness are becoming winning formulae to success

Emerging favorites among advertisers

New options in ecommerce

01

Media industry experimenting with various solutions

Sophisticated paywalls

02

Powerful programmatic

advertising arriving

03

Advanced analytics field is exploding –

Big Data

04

Sophisticated recommendation

technologies

05

Cloud makes it easer to go global fast

06

Location based targeting opens digital for local

businesses

07

Social media maturing and gives

traction to self publishers

08

Mobile and video first. Richer Formats – Videos, Podcasts

09Content Marketing -

Advanced usage of Native and Content Marketing

10

Create and distribute content and improve operational efficiency

Grow revenues

Acquire new customers

Build customer loyalty and lower attrition

Powerful fascinating new tools are becoming available to publishersGlobally, media players are experimenting with various solutions, striving to find the best solution for their business

Drivers propelling content marketing [1/2]Declining content cost and widening digital presence are opening new avenues for media players to look into

Low cost aggregating technologies

1Freelance journalism

portals

2

Less expensive social media marketing

Low cost recommendation technologies

4

Declining digital experimentation cost

Declining content production and marketing cost

Drivers

3

5

Large devise base – smartphones,

Tablet, PC, wearables etc.

1

Richer and interactive formats – videos, podcasts,

gamification

2

Widening digital presence

Drivers propelling content marketing [2/2] Advanced tools and changing advertiser’s expectations towards quality content are opening new business opportunities for media players

Granulated consumer insights

1

Location based targeting

2

Technology and big Data analytics to

personalize content

3

Sophisticated tools to measure real time

performance

Enhanced measurement tools

Drivers

4

Demand for quality, trustworthy, and engaging content

1

Changing advertisers/brands expectation

Key elements to a successful content marketing Key takeaways of successes and failures of various studies emphasize on following

Interactive User Interface

1

2 Personalization

Social Media and Analytics 3

Sharing

4

• The sharing economy is imperative for media companies to embrace to acquire more customers

• Develop well designed customer journey, along with simple, engaging, entertaining and intuitive user experiences to increase customer’s engagement

• Create unique, exclusive and valuable content matching customers’ high interest areas to attract and retain customers

• Use social media and analytics to get insights into their consumers’ likes and dislikes, and identify opinion leaders and fascinating voices to produce relevant content

Content Marketing Model for a Media Company

Impact on Key Areas

Topline (Revenue/Sale) Operational Efficiency Product Innovation Business Development

Media Company Key Functional Areas

Content Production / Curation Revenue CustomerAcquisition

CustomerRetention

Editorial department Business Department Customer Department

Content Marketing Model for a Media Company Content Marketing offers a lot of possibilities for media players to build a next generation media company

Freelance Journalism Content Aggregating

Technologies Content Licensing Technologies

Native Advertising Content Production for Brands

Social Media Recommendation Engines Big Data and Analytics

Live Events

Key Functional Areas

Content Marketing Solutions

Scenario 1: Content Production / Curation Hypothesis: Media companies can use content marketing to improve their operational efficiency in content production and reduce their content production cost

Media companies are struggling to provide personalized content or content close to customer’s high interestProblem

Opportunities/Solutions

Freelance Journalism Portals

01

Content Aggregating Technologies

02

Content Licensing Technologies

03

Impact on Key Areas Topline (Revenue/Sale) Operational Efficiency Product Innovation Business Development

Low Medium High Low Medium High Low Medium High Low Medium High

Inference – Impact on Key Areas

Problem

Opportunities/Solutions

Native Advertising

01

Content Production for Advertisers

02

Impact on Key Areas Topline (Revenue/Sale) Operational Efficiency Product Innovation Business Development

Low Medium High Low Medium High Low Medium High Low Medium High

Scenario 2: Revenue DiversificationHypothesis: Media companies can leverage their content production expertise to create content for others and diversify into new business segment

Media companies are struggling with declining revenues and need to think of new avenues of growth

Inference – Impact on Key Areas

Problem

Opportunities/Solutions

Social Media

01

Recommendation Engines

02

Big Data and Analytics

03

Impact on Key Areas Topline (Revenue/Sale) Operational Efficiency Product Innovation Business Development

Low Medium High Low Medium High Low Medium High Low Medium High

Scenario 3: Customer AcquisitionHypothesis: Media companies can use content marketing to increase web traffic on their website or promote their content to acquire more customers

Media companies are struggling to acquire consumers / web traffic. Players are struggling to target optimal marketing channels to promote content

Inference – Impact on Key Areas

Problem

Opportunities/Solutions

Live Events

01

Impact on Key Areas Topline (Revenue/Sale) Operational Efficiency Product Innovation Business Development

Low Medium High Low Medium High Low Medium High Low Medium High

Scenario 4: Customer retention and LoyaltyHypothesis: Media companies can use content marketing to build relationship with their existing consumers as an exercise to build loyalty and brand awareness

Media companies are struggling to build customer loyalty and retain customers

Inference – Impact on Key Areas

Conclusion

01 Media companies have to understand that industry is witnessing a fundamental change, and to survive they have to respond with creativity, optimism and joy

04 To create a robust business model, media companies have to focus on sharing, personalization, social media, analytics and interactive user interface

03 Content marketing offers an opportunity for publishers to create an innovative business model that can be used to grow their revenues and lower their cost

02 Publishers have rich and fascinating modern tools that they can leverage to create a compelling next generation media business

Conclusion