snapshot shifts in content marketing landscape

Transcription

1 snapshot shifts in content marketing landscape S I G N M E S H. C O M S N A P S H O T S E P T E M B E R Best of the changing content marketing landscape. A collection of signs and cases relating to content marketing and how it is evolving with the changing consumer behaviors and technologies.

2 C O N T E N T content 1 2 future tech unconventional approach 3 changing channels 4 implications

3 introduction Best of the changing content marketing landscape. A collection of signs and cases relating to content marketing and how it is evolving with the changing consumer behaviors and technologies. The way people consume content is constantly changing. To gain consumer attention, nearly all companies are flocking to the one thing consumers pay attention to across mediums: content. Brands are tracking individual consumer behaviors in real-time, and using this data to tailor experiences for specific people and their behaviors. Future Tech How companies are making use of advances in technologies like VR, AR, Voice and AI for creating interactive, immersive and personalized content. Unconventional Approach How brands are maintaining their unique brand identity with unconventional approaches to content marketing. I N T R O D U C T I O N Changing Channels How brands are exploring and leveraging different channels for targeted content.

4 future tech 1 how brands are making use of advances in technologies like VR, AR, voice and AI for creating interactive, immersive and personalized content.

5 what s happening F U T U R E T E C H 37m 1bn 500m number of VR devices to be sold by 2020 expected AR users by 2020 number of Alexa devices to be sold by 2020 source: Statista source: Soldamatic source: CNBC

6 F U T U R E T E C H how do others do it? how are brands adapting to these technological changes in order to provide engaging content.

7 Magazine Comes To Life With AR F U T U R E T E C H W Magazine created a special edition with integrated AR on the cover and on several pages, featuring singer Katy Perry. The magazine s Beyond the Page app enables readers to see the featured artist come to life. She talks to the reader, and interaction with different parts of her face unlocks new content. Source:

8 Lowe s VR How To For DIY Projects F U T U R E T E C H Home supplies retailer Lowe s is testing a VR Holoroom How To to help customers practice basic DIY skills with step-by-step instructions. Lowe s new virtual reality system can be found at their Boston store where customers can try out DIY projects and pick up new techniques. Source:

9 Tide Stain Remover Help with Alexa F U T U R E T E C H Alexa users can ask the voice app by Tide how to remove a stain from clothing. It will then talk users through how to do this with detailed instructions, or can send the tips via text message together with a link to the Amazon store to buy the correct detergent. Source:

10 The marketers of 20th Century Fox s Alien Covenant are using the technology that will allow them to include the name of viewer in advertisements of the movie. The hyper-personalization approach has been developed for giving an unique experience to their viewers. Source: T E C H F U T U R E AudioPersonalization in Advertisements

11 unconventional approach 2 how brands are maintaining their unique brand identity with unconventional approaches to content marketing.

12 new generation prefers unconventional approach "Brands would be wise to use the platform for storytelling, providing new and interesting perspectives, and for engaging in a thoughtful, interesting and meaningful way - Michael Cherenson, SCG VP 31% of GenZ would rather be considered unique than real - Barkley U N C O N V E N T I O N A L A P P R O A C H

13 how do others do it? U N C O N V E N T I O N A L A P P R O A C H how are brands staying unique and engaging creatively with consumers.

14 Netflix & Smoke Netflix has co-created and sold a line of exclusive cannabis strains to compliment and promote their shows at a pop-ip Hollywood event. The idea stemmed from their new show, Disjointed. U N C O N V E N T I O N A L A P P R O A C H Only legal medical marijuana cardholders were able to purchase the weed. Source:

15 Taco Bell Recreate Fan Stories Taco Bell launched Taco Tales, a weekly YouTube series of 2-3 minute feature stories of things that could only happen to Taco Bell fans. U N C O N V E N T I O N A L A P P R O A C H Story ideas were sourced from multiple social channels, but only published the stories on their YouTube channel. Source:

16 HBO Silicon Valley s Not Hotdog App In a reference to a subplot of the show, Silicon Valley has released a new app called Not Hotdog. Its only ability: telling the user what is and isn't a hot dog with impressive accuracy. U N C O N V E N T I O N A L A P P R O A C H Source:

17 Starbuck s Series For Social Good Starbuck s upstanders campaign featured ten inspiring stories of real people contributing to their communities in admirable ways, told via podcast, video and text form with people on social media, or while they were waiting for their order after using their app. U N C O N V E N T I O N A L A P P R O A C H Source:

18 changing channels 3 how are brands leveraging different channels for targeted content? which channels are catching the most attention?

19 what s happening C H A N G I N G C H A N N E L S 173m 700m 140m Snapchat daily active users Instagram daily active users Spotify daily active users source: Statista source: Statista source: Statista

20 how do others do it? C H A N G I N G C H A N N E L S how are brands using the emerging social media channels.

21 Disney-ABC Television Group is partnered with Snap Inc. to produce an original series for Snapchat. It will begin with Watch Party: The Bachelor, where celebrities, comedians and fans gather to chat about recent episodes. Source: C H A N N E L S C H A N G I N G ABC Creates Original Series For Snapchat

22 GE Healthcare launched a documentary on Instagram titled Heroines of Health, each clip only lasting one minute. In total the series will be 30 minutes, and follows three women in different countries and covering important issues. Source: C H A N N E L S C H A N G I N G GE Healthcare s Instagram Documentary

23 C H A N N E L S C H A N G I N G Mini Shows on Musical.ly Musical.ly plans to launch two- to four-minute episodes of original shows, starting with content from NBC, Viacom, and Hearst properties. The shows will appear in the features section of the app and will last for 24 hours, with the aim of reaching a younger, Snapchat-loving audience. Source:

24 The New York Times Podcast C H A N G I N G C H A N N E L S The Daily is giving an alternative to print by delivering the day s most important news in a 15-minute podcast to reach commuters heading to work. The show runs on weekdays and released every morning at 6, also including a text messaging component. Source:

25 Condé Nast Traveler, a traveler magazine and Pitchfork Media created a "musical magazine" together. Pitchfork curated playlists that are digitally linked to pages of the Traveler's summer issue. The issue is available on Spotify and features 32 songs for the cover story and 15 songs for each other piece. Source: C H A N N E L S C H A N G I N G Musical Magazine on Spotify

26 T H E T A K E O U T what s the takeout? Brands are exploring new approaches to stay engaged and provide interactive, immersive experiences to consumers.

27 embracing upcoming technologies stay unique leverage new channels for direct targeting With the new technologies slowly starting to become part of consumers Content creators and viewers As new storytelling platforms are emerging, companies have started lives, companies have started to everywhere are suffering from the results of peak content. In order to stay unique experiment with the technologies and adopting accordingly to offer engaging brands are following unconventional approaches to content marketing, they content to the consumers. Brands are going from static content to dynamic to are extending their offerings to the target interactive to augmented reality and live group by offering new experiences with innovative and creative content ideas streaming content. that let the audience relate to it easier. leveraging these channels. Brands from every industry and with all manner of target demographic are using new channels to connect with consumers while adapting and building on existing content to the medium they are pushing it through. I M P L I C A T I O N S implications As the consumer behavior is evolving with innovations in technology, it s also changing their behavior towards content consumption. Brands are slowly but surely doubling down on their efforts to match their content marketing timeline with these changes.

28 want more? request a demo R E Q U E S T A D E M O This report has been created with the signmesh innovation hub. A tailored dashboard of curated insights and business cases to keep your company ahead of the learning curve and inspire ongoing innovation. visit signmesh.com

29 about signmesh The signmesh innovation hub is a service brought to life in a collaboration by LHBS Consulting and LOOP New Media. signmesh helps to create a company culture of innovation and keeps your team inspired and up to speed. A B O U T S I G N M E S H Find out more about signmesh The companies behind