content marketing association - tablet consumption

The Content Marketing Revolution

26th February 2013

Communicate

Content Revolution

Three audiences

• Agencies

• Clients / Brands

• Consumers

• Content Marketing

• Print

• Digital

• Mobile

Vision

Make CMA synonymous with content marketing

CMA to create cut-through by establishing and owning content marketing in UK using

• Research• Thought leadership• White papers• Events and social media

• Attract spend to the customer publishing/content marketing

industry from other initiatives

• Start owning the content space

• Multichannel and integrated solution: magazines (including

posted messaging) and digital

• Prove the effectiveness of content marketing

• Inspire and educate brands

• Unite all members – power of working together

CMA Objectives

• The art of telling stories about a brand = consumer engagement

• Serialisation versus tactical campaigns• Content & convergence• Reach v. results• Clients increasing want to own the dialogue with consumers• Earned media v. paid media• Monetisation of content• Integration of content • CMO officer positions • Its all up for grabs – but only content agencies really get it

= journalism skills

Content Marketing – key trends

Marketing Overview – quality free content

The agency view

• Revenues are rebounding upwards

• Print aficionados become multi-

media cognoscenti

• Digital is creating industry resilience

• Genesis of advanced digital media

• Print has a place and still is healthy

(paginations, titles)

• In tough times agencies have

worked more efficiently

• A sense of cautious optimism

pervades

Key findings in the report

2003 2004 2005 2006 2007 2008 2009 20101700

1800

1900

2000

2100

2200

2300

0

100

200

300

400

500

600

314344 352

420

473502

454483

GDP(in $bn)

Agency turnover (m £)

Today revenues are rebounding from a 2009 low

£m £m £m £m

Total press

Direct mail

InternetCustomer publishing

2005 6,797 2,371 1,367 3522006 6,523 2,322 2,016 4202007 6,439 2,171 2,813 4732008 5,713 2,040 3,350 5022009 4,386 1,686 3,541 4542010 4,302 1,712 4,097 483

% change 2005-10

-36.7 -27.8 200 37%

2005 2006 2007 2008 2009 20100

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

Total press

Direct mail

Internet

Customer pub-lishing

In an advertising context, the sector is outperforming

Source: APA Member Survey/Mintel Research Consultancy

Digital reach: websites are updated frequently showing commitment to fresh content

One in three websites is updated daily


Content is being delivered in a more integrated way than ever before


Digital future: A selection of verbatim

As patterns of media consumption change digital communications offer a range of ways to engage with customers. Their strengths include interactivity, immediacy and the ability to fuse different media together and personalise messages.

And of course these channels are vital to reach digital natives and those consumers for whom print has lost its pre-eminence.

The future’s digital. For clients where we publish a traditional magazine format, we are invariably also providing a digital element. We have invested a great in the digital team and expertise and have begun creating tablet apps for clients.

There’s been more of trend for clients to move to digital, not because they believe it generates a higher return, but because it saves on print and postage costs.

Brands

500 omnibus interviews with higher/Intermediate managers

who make key decisions about Marketing

---

Fieldwork dates: 06.06.2012 - 08.06.2012

---

43% of the sample were aware of the split of their marketing

budget apportioned to content marketing

The Approach

Content Marketing is multiplatform

Content Marketing works for brands

0-5%

6-15%

16-25%

26-40%

41-55%

56-70%

71-85%

86-100%

25%

22%

23%

17%

6%

6%

1%

1%

Base: All respondents aware of budget allocation (218)To the nearest per cent, what percentage of your total marketing budget is apportioned to the creation and dissemination of content?

Content Marketing spend now accounts for a fifth of total marketing budgets.

Average % devoted to content marketing: 21%

Budget split devoted to content marketing

Base: All respondents aware of budget allocation (218)Do you expect your content budget to increase over the next 12 months?

73 per cent of marketers will increase or maintain their content marketing budgets over the next 12 months

Increase significantly

Increase slightly

Stay the same

Decrease slightly

Descrease significantly

5%

17%

51%

12%

4%

73%

DK = 11%

Content Marketing revenues grow in next 12 months

Base: All respondents aware of budget allocation (218)Do you expect your content budget to increase over the next 12 months?

Digital clearly the future for content marketing, but 1 in 4 advertisers will still be looking to customer magazines as a key

way to connect with consumers

Content-led websites

Branded mobile / tablet apps

Customer magazines

Email newsletters

Branded games

Branded TV

Mobile enabled websites

Content-led microsites

Tablet content

Branded Radio

Content led e-tail/m-commerce

Branded video/viral

E-zines

37%

30%

25%

22%

15%

13%

13%

9%

9%

8%

6%

5%

3%

Share of mentions:Digital: 76%Mobile: 30%

Traditional: 23%

Note: Mobile included in digital %

Digital growing, but magazines still holding firm

• Over 20% of budgets will be devoted to content

marketing

• With this amount likely to increase year on year

• Digital is a clear driver of new activity, but magazines

will still have a vital role to play for a large number of

advertisers

• Five per cent of marketers think their content budget

will increase significantly in 2013

• The industry is on track to meet Mintel’s prediction to

reach £1 billion by the end of the year

Key conclusions

Key conclusions

Consumers

• 1049 interviews with UK Adults aged 16+ conducted

by PanelBase

• Fieldwork dates: 06.06 - 08.06.2012

• Quotas set to ensure the sample is nationally

representative

• 49% Male / 51% Female

• 31% 16-34 / 34% 35-54 / 35% 55+

The Approach

Content marketing helps the consumer

Consumers – digital content

72% agree

7% disagre

e

Source: PanelBase / Base: Monthly digital users (526)We'd like to know whether you agree with these statements below regarding websites that are produced by brands?

‘I trust content on a website if I know the

brand involved’

71% agree

6% disagre

e

‘I'm positive towards brands that deliver relevant content to

me online’

44% agree

17% disagre

e

‘The content on websites produced by brands is of similar quality to 'normal'

websites’

Quality digital content

59%

are more likely to recall products and promotions on a website produced by a

brand compared to a normal online advert

Source: PanelBase / Base: Monthly digital users (526)We'd like to know whether you agree with these statements below regarding websites that are produced by brands?

Which ultimately delivers more than conventional advertising

Consumers – mobile content

• 952 users interviewed using survey software on their iPad

• 48% from Europe, 35% from North America

• 19% 15-24 / 47% 25-39 / 30% 40+

• Fieldwork conducted between 18 March – 8 April

Source: Dres Consulting

Research approach

• Over a third are considering buying another Tablet PC in the next 12 months

• Brand Loyalty: 70% wouldn’t even consider swapping their iPad for an new alternative tablet brand for free

Source: Dres Consulting - Base: All Respondents (952)

• 79% of those would consider buying an iPad2

Users are committed to their iPad

4%

8%

18%

30%

27%

9%

Less than 5 minutes

5-14 minutes

15-29 minutes

30-59 minutes

1 – 2 hours

2 – 4 hours

5 – 8 hours

Over 9 hours

95% use their iPad at least once a day

Average usage of 2h 17m each day


Once you’re hooked

26%Mean % of overall online / time

using apps spent with sites / apps published by a brand

Source: PanelBase / Base: Monthly digital users (526)Thinking of all of the time you spend online or using apps what percentage of that time is spent reading magazines published by a brand?

Strong showing digitally

50% of users have over 40 iPad apps

With 95% paying for ¾ or more of their apps


Apps – an area for opportunity

Games

News

Social Networking

Books

Utilities

Productivity

Entertainment

Music

Lifestyle

Magazines

Newspapers

Travel

Photography

Sports

Medical

85%

76%

69%

67%

67%

63%

62%

58%

54%

51%

50%

45%

41%

34%

22%

55%

35%

32%

31%

23%

19%

19%

18%

16%

16%

12%

11%

11%

10%

4%

Like Best Have

The range of genres shows the versatility of the iPad as a communication tool


Apps: Play, Inform, Communicate

• 84% of users have 10% or less of their apps in association with brands

• Over 1 in 4 do not own a ‘branded content’ app

• 67% would like brands to produce more interesting or exclusive content for their iPads


Opportunity – The branded content ‘gap’

Lifestyle

Games

Entertainment

Productivity

Utilities

Sports

News

Social Networking

Magazines

Music

Travel

Games

Newspapers

Books

Photography

Medical

39%

38%

27%

23%

22%

22%

22%

20%

19%

18%

15%

14%

14%

11%

9%

7%

The key to success is to create content that is relevant, fun and informative

Which areas should brands get involved in when creating new apps?


Where should brands get involved?

• 73% would prefer a free app that is associated with a brand rather than having to pay

• 68% would prefer a free branded app with NO ADVERTISING rather than an independent app with advertising

A free, branded app with no advertising is the clear winner with users


What should the pricing model be?

As a result of using an app users have...

• have recommended an app to family/friends (61%)

• visited the developer’s/brands website (33%)

• considered buying a product or service (29%)


Driving future actions

iPad users are committed enthusiasts and brand loyal

Once you’re hooked... 57% use their iPad for at least an hour every day

Content is King: Willing to pay for apps but would rather have free branded apps with no advertising

Presents great opportunity for brands to produce free branded apps with relevant, fun and entertaining content

Brands can maximise on the powerful word of mouth association with a positive and creative app

Source: Dres Consulting

Summary

The Content Marketing Association

[email protected]

@the_CMA

www.the-cma.com

content marketing association - tablet consumption

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