The future of content marketing is here. The general collapse of big journalism, the shift in consumerism over the last 4-years, adoption and usage of smartphones and smart tvs, and big data is changing the marketing landscape forever. Content marketing has emerged as a guiding light for brands and marketers - enabling more connected content experiences for consumers. This presentation touches on what has caused these fundamental changes, and the various technologies and marketing tactics being deployed in this new age of content marketing - and what we can expect to see in the coming years, including trends related to: (1) the new consumer decision journey, (2) the connected purchase funnel, (3) organic search, (4) big data, (5) programmatic buying, (6) digital tv advertising, (7) native advertising and retargeting, (8) social media marketing, (9) in-store marketing, (10) brand publishers, and finally (11) influencer marketing.
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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
13. “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
14. “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
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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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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
20. CHAPTER 3:
THE FUTURE OF
CONTENT MARKETING
Big Data, Content Targeting, Native advertising, Retargeting, Offline
Convergence, and Influencers are Changing the Game
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Internet TV
1. Proto-‐programma3c
2. Programma3c
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.
36. iacquire.com @iacquire
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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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
50. POWER TO THE PEOPLE
The Future of Content Marketing
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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.
53. @iacquireiacquire.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