Download - The future of content marketing v2
THE FUTURE OF CONTENT MARKETING
CHAPTER 1: A BRAVE NEW WORLD
Changes in Digital Accessibility and Technology Have Forever Changed Consumerism and Marketing.
THE MOBILE REVOLUTION A Brave New World
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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
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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
THE SHIFT IN CONSUMERISM A Brave New World
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The New Consumer Decision Journey
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The Connected Purchase Funnel
CHAPTER 2: THE NEW CONTENT BUSINESS
The old world of content, big media, and early digital content Spam Has been put to Bed..
THE OLD GUARD GOES DOWN The New Content Business
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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
“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
“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
THE CONTENT CONUNDRUM The New Content Business
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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
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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
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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
Brands/Publishers are Shifting
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CHAPTER 3: THE FUTURE OF CONTENT MARKETING Big Data, Content Targeting, Native advertising, Retargeting, Offline Convergence, and Influencers are Changing the Game
BIG DATA GOES BIG The Future of Content Marketing
“BIG DATA INDUSTRY WILL GROW FROM $3.2 BILLION IN 2010 TO $16.9 BY 2015.”
iacquire.com 2013 McKinsey Study
Big Data Hits Marketers
THIS IS UGLY – BUT THAT’S THE POINT
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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
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Programmatic Ad Buying
Images by RadiumOne
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NEW MEDIA The Future of Content Marketing
INTERNET TV New Media
Internet TV
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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
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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.
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NATIVE ADVERTISING New Media
Native Advertising - Publishers
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iacquire.com @iacquire
Native Advertising - Publishers
iacquire.com @iacquire
Native Advertising – Content Discovery
Native Advertising - Social You probably know about these ones…
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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.”
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Native Advertising – Social/Video How about these ones… (in-video native)
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RETARGETING New Media
Retargeting – Social
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Retargeting - Email
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“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
ONLINE & OFFLINE CONVERGE The Future of Content Marketing
GPS/App/Wifi Identification in-Store
EVERY POINT OF DATA IS ANALYZED
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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
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BRANDS BECOMING PUBLISHERS The Future of Content Marketing
Early Adopters
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Early Adopters
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A Rush of New Adopters
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A rush of New Adopters
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POWER TO THE PEOPLE The Future of Content Marketing
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.
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Influencer Marketing
Social Networks Platforms to Reach Influencers
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@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
Tools for Finding Influencers
DISCOVER TOP TWITTEERS
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Tools for Finding Influencers
DISCOVER PROFILIC WRITERS
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Tools for Finding Influencers
PREVIEW THEIR WORKS
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CLOSING The Future of Content Marketing
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)
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THANK YOU.
@iACQUIRE Iacquire.com
About Me
Joe Griffin @joegriffin
Co-Founder & Co-CEO