content marketing - gratis markedsføring for alle penga
DESCRIPTION
Content Marketing presentation Mediaforum 2014TRANSCRIPT
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CONTENT MARKETING - Gratis markedsføring for alle penga
Henrik Berger Jørgensen
Foto: flickr/baiazid
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REKLAME INNHOLD
BETALT GRATIS
BRAND ACTION
Drag and drop
1
2
3
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REKLAME INNHOLD
BETALT GRATIS
BRAND ACTION
Drag and drop
1
2
3
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Image by juvertson/flickr.com
HVA KAN GÅ GALT?
1950
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DRAG AND DROP
CONTENT MARKETING GÅR IKKE OVER STREKEN
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RELEVANS
Image by sindesign/flickr.com
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Nielsen Global Trust in Advertsing and Brand Messages 2013
STØRST TILLIT TIL EGNE KANALER (AV DET VI KAN KONTROLLERE)
23%$
27%$
28%$
33%$
33%$
35%$
38%$
41%$
42%$
42%$
43%$
44%$
44%$
46%$
46%$
53%$
55%$
63%$
80%$
0%$ 10%$ 20%$ 30%$ 40%$ 50%$ 60%$ 70%$ 80%$ 90%$
Mobil tekstreklame
Online bannerreklame
Mobil bannerreklame
Online videoreklame
Reklame på sosiale nettverk
Reklame i søkeresultater
Produktplassering på Tv
Kinoreklame
Utendørsreklame
Sponsorater
Email jeg har registrert for å få
Radioreklame
Magasinannonser
Avisannonser
Tv-reklame
Branded websites
Redaksjonelt innhold som avisartikler
Forbrukermeninger online
Anbefalinger fra folk jeg kjenner
EUROPEERE&STOLER&PÅ&
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Nielsen Global Trust in Advertsing and Brand Messages 2012
IKKE BARE LAVE KLIKKRATER
82% BANNERREKLAME ER IRRELEVANT
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Statens institutt for forbruksforskning 2014
DET GÅR FEIL VEI
OVER 80% LIKER IKKE REKLAME FLERE UNGE IRRITERT PÅ REKAME
NORGE
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8 AV 10 NORSKE ANNONSØRER
ü Øker budsjetter til egne medier og innholdsmarkedsføring
ü Tror «betydningen av egenprodusert innhold i markedsføringen vil øke betraktelig de neste 3 årene» for deres virksomhet
CONTENT MARKETING ER KOMMET FOR Å BLI
Anfo/Mindshare POEM undersøkelse 2014
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STOR BREDDE MER ENN NATIVE ADVERTISING
Anfo/Mindshare POEM undersøkelse 2014
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CONTENT ER REKLAME SNUDD PÅ HODET
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Å GI FOLK GRILLPLASSER
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Å GJØRE DET ENKLERE Å LEVE LITT SUNNERE
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Å GI FOLK NOE Å TA STILLING TIL
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Å LA BARN SYNGE SEG TIL TRAFIKKSIKKERHET
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Å GI FOLK NOE DE VIL HA
Foto: flickr/snre
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FOLK LIKER INNHOLD FÅR BEDRE INNTRYKK
43#
47#
53#
38#
81#
93#
79#
61#
77#
90#
80#
80#
0# 10# 20# 30# 40# 50# 60# 70# 80# 90# 100#
KJEDE
HØYINVOLVERT FMCG
BIL
LAVINVOLVERT FMCG
Liking
Vil lese mer i fremtiden
Bedre inntrykk av avsender
Mindshare Business Planning
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DRAG AND DROP
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RESONANS
Image by sindesign/flickr.com
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REKLAME INNHOLD
BETALT GRATIS
BRAND ACTION
Drag and drop
1
2
3
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Kampanje.com
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Kampanje.com
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« … innrømmer at de skjeler til dagligvaremarkedet og suksessen til Grandiosa. Vi sitter nå og studerer Grandiosa-caset som eksempel på engasjerende reklame. Vi skal satse mye på 'word of mouth'-kampanjer fremover»
2006
Kampanje.com
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2003 1997
WoM IKKE NYTT AKKURAT 1
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90%+ WoM SKJER OFFLINE 2
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«Vi bestiller 10 kg. viralkampanje» 3
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HVA VI DELER
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2000
HVEM DELER
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PROPAGATION PLANNING Plan not for the people you reach, but for the people that they reach
Griffin Farley, BBH
2006
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Griffin Farley // Droga5
2007
Obama vant Florida med 170 000 stemmer
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2008
SORTERING ! NY MODELL
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2013
MIRAKEL ELLER PLANLAGT?
464 579 782 VIEWS
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INGENTING NYTT ALT ER NYTT
Betalt reklame TV er konge Dekning
Egne kanaler TV er dødt
Deling
Foto: Volvo Trucks // Forsman & Bodenfors
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REKLAME INNHOLD
BETALT GRATIS
BRAND ACTION
Drag and drop
1
2
3
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o Over 100 millioner timer nytt innhold på YOUTUBE pr. minutt
o 4,7 milliarder stykker innhold på Facebook i døgnet
o En halv milliard tweets pr. døgn
o Over halvparten av nordmenn har aldri ”liked” et produkt på Facebook
STØYEN EKSPLODERER ORGANISK SPREDNING RASER NED
Kilde: Google, Facebook, Twitter, TNS Gallup
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DELE OPPDAGE
Plan for synlighet Plan for nytt innhold Plan for deling
Betalt media Innhold & lenker Interaksjon & bidrag Betalt media Innhold & lenker Interaksjon & bidrag
INTEGRASJON
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DIREKTE BETALTTRAFIKK SYNKER
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40%
Øker totalbudsjett Øker betalt reklame
Øker digitalt
Øker TV
40%
Øker kun i egne kanaler
FORTSATT REKLAMEAVHENGIGE REDNINGSPLANKE ELLER FORSTERKNING?
Anfo/Mindshare POEM undersøkelse 2014
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Største utfordring er ressurser i form av budsjetter og tid
KORTSLUTNING: INNHOLDSMARKEDSFØRING ER BILLIG
Største utfordring er ressurser i form av budsjetter og tid
Foto: flickr/gitsull Anfo/Mindshare POEM undersøkelse 2014
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1. Vår virksomhet har en klart definert strategi for tilstedeværelse i sosiale medier
2. Tv vil være den dominerende kanal for merkevarebygging om 3 år
OFFENSIVE ANNONSØRER: BÅDE OG KLASSESKILLE PÅ MERKEVAREBYGGING?
Anfo/Mindshare POEM undersøkelse 2014
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o Top-down o Bottom-up o Teaser o Rekruttering
Phil Danter, Advertising Works 21
NYE KOMBINASJONER TV + DIGITAL
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“The era of digital marketing is over. It’s almost dead. It’s now just brandbuilding; it’s what we do” Marc Pritchard, Proctor & Gamble
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BRANDING ACTION
Penetrasjon Merkevare Langsiktig
Lojalitet Direkte respons
Kortsiktig
Foto: Volvo Trucks // Forsman & Bodenfors
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REKLAME INNHOLD
BETALT GRATIS
BRAND ACTION
Drag and drop
1
2
3
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Folk liker ikke reklame. Folk liker innhold. Noen ganger er innholdet reklame.
Nike
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www.slideshare.net/henrikjorgensen