THE FUTURE OF CONTENT MARKETING

Transcription

1 THE FUTURE OF CONTENT MARKETING LOOKING AHEAD 3-5 YEARS SEAN STANLEIGH Managing Editor, Globe Edge Content Studio JON BANACK Managing Director, Marketing and Creative Agency

2 Our contributors: ROBERT ROSE GEMMA RAINER LAUREN SHIRREFFS LAURA KALEHOFF JOHN LUTE CONTENT MARKETING INSTITUTE THE CONTENT COUNCIL 2SOCIAL HEARST CONTENT STUDIO SCRIBBLELIVE

3 A few facts to get us started: $775 billion Expected size of global advertising marketing in billion All-time YouTube views for branded content as of billion Mobile phones on the planet 3.2 billion Likes and comments on Facebook. Every day billion Number of Internet users 2 billion Social media users worldwide 71,000 Brand mentions during the Adidas #MyNeoShoot campaign 800 Years required to watch a day s worth of Snaps

4 Native advertising Mobile first Data & data analysis The here and now Paid social Video/360/VR

5 Establish trust Drill down on your audience Build deeper relationships Learn who wants to hear from you and when Consider experiential events and other live interactions

6 PAGE DEPTH & NUMBER OF POSTS READ ORGANIC & REFERRER TRAFFIC VIDEO COMPLETION SCROLL DEPTH RETENTION & LOYALTY The new data AUDIENCE KPI CROSS PLATFORM COMPARISON CLICK FRAUD DEVICE BREAKDOWN IN-SCREEN IMPRESSIONS

7 DIGITAL TRENDS

8 The death of homepages Articles are the new landing pages, especially as mobile web takes over. The walled gardens of Google, Amazon and Facebook grow in influence.

9 Social is visual Facebook 100% video Instagram and Instagram Stories dominate Snapchat holds a large niche Twitter pivots or gets marginalized

10 Evolution of messenger apps Messenger apps are direct pipelines to consumers, with chatbots and more sophisticated data collection becoming new tools for brands

11 Strategy over size Increased vetting Follower quality over quantity Greater allegiance for better pay Influencer networks pivot

12 Smart Home devices get their ads on Google Home and Amazon Echo will increase market penetration, meaning more sophisticated sponsored brand messages involving data-driven placements and AI interaction

13 VIDEO TRENDS

14 Video grabs content marketing share Weak content dies a quick death Huge growth of augmented reality (AR) Dominant platform, higher time spent AR and VR technology becomes cheaper, becomes more streamlined and ubiquitous

15 Expensive Fragmented and decreasing audience Fastforwarding Netflix The end of TV commercials Increasing use of brought to you by within content

16 Conversion Short and impactful Contextual Cost-effective Greater reach The rise of web commercials

17 SPOTLIGHT: Cards Against Humanity Super Bowl Potato The self-proclaimed game for horrible people created a fake Super Bowl ad that ran web-only, gaining a large amount of coverage for very little budget.

18 Live streaming grows up 360 and VR have added a new dimension to live streaming, but across the board, live streaming is seeing more mid-roll ads, higher viewer interactions and more conversion methods.

19 SPOTLIGHT: National Geographic 360 Live Stream The Chatbooks mom pushed all across social media with a strong conversion message. Sixty-nine million Facebook views also don t hurt.

20 esports eclipsing traditional sports Fans spend an average of minutes/month on twitch.tv, while live tournaments and esports cafes across Canada have seen huge growth

21 SPOTLIGHT: Red Bull Battle Grounds Though Red Bull Battle Grounds is specifically a tournament for popular games StarCraft II and Dota2, the brand has also sponsored at least seven other e-sports tournaments.

22 INDUSTRY TRENDS

23 More internal content studios Marketing will pay for itself

24 SPOTLIGHT: Dollar Shave Club MEL Magazine The men s grooming brand has also operated its men s lifestyle magazine MEL since 2015, making the pivot from retailer to thought leader.

25 Bolder integrations (or lack thereof) Content marketing that has nothing to do with a brand

26 SPOTLIGHT: MailChimp Mail Shrimp, Kale Limp and Jail Blimp MailChimp s absurd videos with titles that rhyme with MailChimp are great for positioning the company as a service that likes to stand out.

27 Paid social changes social media marketing Organic social disappears, while paid becomes more expensive.

28 SPOTLIGHT: Chatbooks Chatbooks Mom The Chatbooks mom pushed all across social media with a strong conversion message. Sixty-nine million Facebook views also don t hurt.

29 The new distribution New generations become tougher for traditional marketers to reach as socialonly, on-platform content increases.

30 SPOTLIGHT: Umbra The home design and accessories brand has capitalized on Instagram s home-décor community with pictureperfect home inspiration.

31 INNOVATION AI #martech DISRUPTION Hundred of players, all driving innovation at brands, media and agencies. Expansion of labs and hubs, with larger conferences and more meetups BIG DATA TECHNOLOGY

32 SPOTLIGHT: 5Crowd A tech-powered marketing agency that crowdsources and automates marketing creative

33 Neuromarketing More affordable equipment allowing brands to understand facial expressions, emotional responses, and even blood flow.

34 SPOTLIGHT: imotions Facial, Skin and Eye Tracking Biometric sensors reveal what a person is looking at, what they re feeling and how intense that emotion was.

35 Blockchain Encrypted transactions tie actions together through location and identity verification. Consumers can choose whether to give up privacy. ENCRYPTION

36 SPOTLIGHT: Provenence Tracking Tuna on the Blockchain Blockchain technology helped the tech company track physical products and verified a)ributes from origin to point of sale, and in the process helped promote supply chain transparency and ethical sourcing.

37 Mass media shift No longer just what can you create?

38 SPOTLIGHT: T Brand Studio Kia Cadenza T Brand s acquisition of marketing agency Fake Love in 2016 has allowed it to expand into offering unique, tech-powered live experiences.

39 New platform strategies Autonomous vehicles Amazon Drones Wearables

40 SPOTLIGHT: Under Armour mapmyfitness Drag & Drop Image Drag & Drop Image Drag & Drop Image A fitness app available for wearables not only provides a service, but also promotes the Under Armour brand.

41 Going global Bigger campaigns with wider reach

42 SPOTLIGHT: Marriott M Live The hotel chain now has locally-focused studios around the world, all of which work to provide real-time content across social platforms.

43 Conversion More emphasis on brand awareness, lead generation and loyalty

44 SPOTLIGHT: University of Waterloo Recruitment UWO sought out video company Vidyard to create videos that auto-personalize with prospective student s names, instantaneously creating dozens of 1:1 conversations.

45 Newsroom approach Less intrusive brand messaging with deep, investigativetype stories for brands

46 SPOTLIGHT: General Electric GE Reports GE has continued to fill its branded website with interesting, tech content on a daily basis.

47 Globe creative agency INSIGHT CONTENT CREATIVE

48 Contact us Sean Globe Media Group globelink.ca Globe Edge Content Studio