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

@JoeGriffin #BOLOCON

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


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


The New Consumer Decision Journey


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


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

@JorGriffin #BOLOCON

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












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


Brands/Publishers are Shifting

The winners in the Post-Deluge

era will be the companies that

build something precious.

Concept by Velocity Partners












Brands/Publishers are Shifting

MORE ON THIS LATER


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


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


Programmatic Ad Buying

Images by RadiumOne


NEW MEDIA The Future of Content Marketing

INTERNET TV New Media

Internet TV


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


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.


NATIVE ADVERTISING New Media

Native Advertising - Publishers


iacquire.com @iacquire

Native Advertising - Publishers

iacquire.com @iacquire

Native Advertising – Content Discovery

Native Advertising - Social You probably know about these ones…


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.”


Native Advertising – Social/Video How about these ones… (in-video native)


RETARGETING New Media

Retargeting – Social


Retargeting - Email


“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


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


BRANDS BECOMING PUBLISHERS The Future of Content Marketing

Early Adopters


A Rush of New Adopters


A rush of New Adopters


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.


Influencer Marketing

Social Networks Platforms to Reach Influencers


@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



DISCOVER PROFILIC WRITERS



PREVIEW THEIR WORKS


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)


THANK YOU.

@iACQUIRE Iacquire.com

About Me

Joe Griffin @joegriffin

Co-Founder & Co-CEO

the future of content marketing v2

Documents

bolocon new media

new content business

bolocon chapter

bolocon brandspublishers

bolocon internet tv

content targeting

content conundrum

old world of content