the future of content marketing (paul kemp-robertson, contagious magazine)
DESCRIPTION
Paul Kemp-Robertson provides an exciting vision of the future of content marketing for consumer brands. How will technology and creativity combine to create a future where brands become publishers as well advertisers?TRANSCRIPT
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The future of Content Marketing
Paul Kemp-Robertson
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PUT THE MOCO IMAGE HERE – READIING MAG IN MASK
DIGITAL INNOVATION DAY FRANKFURT Paul Kemp-Robertson Co-founder, Contagious @ContagiousPaul
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BRANDS HAVE THEIR OWN LAWS
OF GRAVITY
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…BUT THE ‘PULL’ IS A WEAK FORCE
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of US CPG sales come from the bottom 80% of buyers: the 80 / 20 rule isn’t real
Source: Nielsen 2007, quoted in Byron Sharp,
How Brands Grow
49%
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of brands could cease to exist and most people wouldn’t care
Source: Havas Media, Meaningful Brands
73%
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of US Coke buyers buy the brand once a week or more
Source: Nielsen, quoted in How Brands Grow by Byron Sharp
4%
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for passion brands on Facebook, e.g. Nike, Harley, Tiffany
Engagement rates are lower than you think / Source: AdAge
0.66%
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‘Consumers are cognitive misers’
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PENETRATION WHIPS LOYALTY’S ASS
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THE FUTURE IS…
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CONTEXT
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No one lives their lives according to media silos
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TIME
PLACE
PLATFORMS
INTENT
HABITS
WEATHER, ETC
Context
PERSONA
:
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Alan Kay (*If you outsmart the competition, you don’t need to outspend them)
‘Context is worth 80 IQ points’
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Georgia Coffee (Creepy!) Vending Machines
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Klepierre / The Inspiration Corridor Personalised Retail / Moodboards
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@ContagiousPaul
DANKE!
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