The Smart Content Trend Report 2013 by Kiosked is a trends analysis which addresses the changing digital marketing landscape and introduces the concept of Smart Content, a non-intrusive service for consumers that is interactive, targeted, personalised and measurable.

2. Smart Content:!
From discovery
to engagement.
Digital marketing has
undergone major shifts
in recent years.
Retail has moved
online, which makes an
ecommerce strategy
necessary for any brand.
Media has become
decentralised with new
channels created every day.
But how can we utilise the
trend of decentralised
media and apply it to
ecommerce?
Marketing needs a change
and Smart Content is the
answer. Smart Content
turns advertising into a
service for consumers.

3. Smart
Content by
Stipple
Smart Content by Thinglink
Smart Content
by Wirewax
Smart Content by Kiosked

4. 1. Smart Content is a
user-friendly and non-
intrusive service on any
surface.
2. Smart Content
enables measurable
brand engagement
across all channels.
3. Smart Content is
always relevant and
contextual.
Smart Content:
Anything you see
can be yours.

5. 1
Omni-channel !
retailing: where
impulse – there sales.
Anything can be a retail
showroom and an opportunity to
monetise. Brands need to step
up and create seamless,
optimised and personalised,
brand specific customer
experiences –
no matter the channel.

6. A retail game-changer,
omni-channel proves that it’s
no longer about the channel,
but it’s all about the brands.
Omni-channel makes products
available wherever customers
are – regardless of whether
that location is physical or
digital.
It does so by creating consistent
experiences; seamlessly combining
all retail channels as part of one
whole where impulse drives sales.
Social media integrates to offer a
shopping experience relevant to
preferences and location, with
customer service, tailored
recommendations, and the
convenience of buying in the time,
place and manner that best suits the
customer.
1
Omni-channel !
retailing
We’ll see distributed commerce grow
out of this trend, creating additional
channels to make shopping
experiences more instantaneous and
seamless. This will increase
transactions and the number of people
benefiting from those transactions –
publishers, content providers, and
even consumers alike.
Brands need to make the most of the
customer relationship and place this at
the forefront of strategy, creating a
superior and fluid customer experience
to deliver the right content and
experiences to consumers.
Additionally, as pre-commerce enables
discovery and drives purchasing
decisions well before and after the
transaction itself, brands will need to
not only seek direct communication
channels to reach potential customers,
but will need to carefully look at
making investments in social
technologies that will help them
connect more optimally with
consumers.

7. +24%
15%-30%
Omni-channel shoppers spend up to
15%-30% more than multi-channel
shoppers and exhibit strong brand
loyalty, often influencing others to
patronise a brand.
As a result of omni-channel initiatives,
Burberry posted its markedly
improved sales figures in 2012, with a
24% increase in revenues.
“The retail industry is in the
midst of a customer
revolution. The collision of
the virtual and physical
worlds is fundamentally
changing consumers’
purchasing behaviours.”
2013 Global Powers of Retail -
Deloitte

8. QR codes
bridge the
physical with
the digital
Netflix provides the same
seamless brand experience
across all devices
Pinterest introduces
purchasing possibilities
directly from
pinned images

9. Every surface becomes actionable.
Shopping is virtual, yet real. Our
handhelds become actionable
shopping magnifiers, giving
consumers immense power at
their fingertips. Brands and
channels blur – retail is branding
and branding is retail.!
2
Blurring the
boundaries:
everything is a portal.

10. There’s a revolution afoot in retail;
channels are moving online and
traditional retail shopping
experiences are being
augmented by digital innovation
and approaches to commerce
outside of traditional sales
models. With new models
cropping up, retail is about to get
a lot more interesting.
The physical and the digital are
converging and people can now
make purchases directly with their
mobile devices, allowing them to buy
what they want, when they want it,
wherever they are.
The new retail models cropping up
include the distributed commerce
model, which moves away from a
direct commerce model to a more
indirect, agile method to drive sales.
2
Everything is
a portal
Commerce today is becoming less
about selling via a specific channel and
more about reaching consumers
where they are, based on context.
Brands need to focus on the
experience of the brand itself and take
up new commerce models to stay
competitive and truly deliver directly to
the customer in a contextual fashion.
Connecting the physical object with its
most probable digital counterpart is a
significant opportunity for
monetisation.
Brands need to rethink their retail
strategy and look at digital innovation
beyond mere ecommerce – it’s not just
about giving customers the
opportunity to shop online, but about
allowing customers to engage with
brands and make purchases from
anywhere, including from the media
they consume. Brands need to take
partnerships with digital media and
online publishers to the centre of their
strategy.

11. $300m
“Those brands harnessing
the technology to interact
with audiences via hidden
content have found
success in their
campaigns, with
downloads and
engagement rates
reflecting consumer
enjoyment of the medium.”
Katie McQuater, The Drum
Augmented reality applications
deployed by retailers will amount to
$300m in global revenue in 2013.
+15%
Mobile devices accounted for 11% of
US ecommerce sales last year and
that number is predicted to increase
to 15% in 2013.

12. Yihaodian opens
augmented reality
supermarkets
Tesco introduces a
virtual store
at Gatwick
airport
This new YouTube
‘channel gadget’ service
enables in-video
shopping

13. The internet is boundary-free
and increasingly visual.
New technologies are
enabling hyper visualisation,
where any object in any piece
of media is a portal to other
media. Hyper visualised
content creates a new
engagement point for
brands.
3
The dawn of the
hyper visualisation!
age.

14. A picture can speak a
thousand words, in any
language. Video and images
are on the rise as we continue
to share our physical world
through the screen. Visuals
allow people to engage easily
and succinctly and also keep
people engaged longer.
But is it too much of a good thing?
The number of images and video will
continue to increase, compelling
brand marketers to differentiate
themselves by providing more
innovative visual content, or by
delivering it in novel ways.
As people across the world express
themselves via social channels,
broadcasting these interests displays
brand affinity that marketers can
3
Hyper
visualisation!
respond to with targeted offerings in
real time and brands will need to
continue to make content shareable
and conducive to action.
Editorial content will continue to be
supported by powerful visuals, and
savvy brands will use visual content as
a non-intrusive way of offering
consumers a chance to own,
purchase, or otherwise participate in
the visual images they find appealing.
At the same time, brands have the
opportunity to use their visual content
to speak directly with consumers via
visual social media channels.
By focusing on the visual, marketers
can engage with consumers on a
deeper level by appealing to their
emotions and quick response to visual
imagery. Smart marketers can
capitalise on the combined rise of
visual content and social media to
engage with consumers on a deeper
level, using images as a conduit
towards delivering visual content that
is relevant, contextual and appealing.

15. 44%
51%
Images keep people engaged longer.
Instagram users spend 51% more time
daily with the app than Twitter users.
Number of people more likely to engage
with brands if they post pictures.
"Visual literacy is on the
rise, driven by the
proliferation of
smartphones and their
camera apps. Brands are
looking to micro video
sites, image-based social
media and other channels
to create visually engaging
marketing initiatives."
Fiona Harkin, Stylus
Senior Vice President – Content
76%
Number of Internet users estimated to
view online videos on a regular basis
by 2015

16. Visual social media is on the rise:
Pinterest, Tumblr, Instagram, Etsy, Fab,
Twitter, Flickr, Vine, Netflix, Hulu… to name
a few.
Barry’s Meme Machine is a
viral web campaign initiated by Ford,
utilising fans’ creativity and shared through
the brand’s social networks.

17. 4
Learn and
live life
at 30 fps.
Immersive, stimulating
and always available.
The explosion in
online video
streaming further
enables brands to
engage with
consumers.

18. By providing visual stimulus on
demand, video offers an
immersive experience which
consumers can use as the key
source of product information
and discovery. Video is
transforming how people
explore products and offerings.
The popularity of online video
continues to grow very quickly. Sites
that stream video content on
demand, such as Hulu and Netflix,
have gained global popularity and
have done well to monetise people’s
desire for accessing videos online.
The digital revolution has ‘freed’
consumers, allowing them to access
the content they want, when they
want it, across a number of personal
devices and channels.
4
Life !
at 30 fps! However, industry studies have found
that only about 24% of brands use
online video to market to consumers.
There is a massive opportunity for
marketers to stand out in this space
by providing solutions that are fresh
and provide viewers with a new way of
engaging with the content they view
and the aspirational lifestyle they seek
to lead. Watching a music video online
and love the song? Advertising
solutions need to be clever enough to
leverage that love and facilitate a
purchase so you can own it when the
feeling moves you, without having to
leave your device.
As online video uptake grows,
marketers will seek out further
opportunities to monetise, both when
it comes to premium video content
and user-generated content. Brands
will need to employ new solutions to
better engage with consumers and to
monetise on the emotions and
impulses related to consumers’ online
video viewing.

19. +9%
24%
Currently, only about 24% of brands use
online video to market to consumers.
The online video industry is expected to
reach $28.72 billion in 2017, up from the
$3.79 billion recorded in 2010 – that’s
nearly a 9% increase year-on-year.
“Videos are 50 times more
likely to rank on the first
page of Google results than
a standard web page.”
Joost de Valk, CEO, Yoast

20. Dove’s Real
Beauty
Sketches
campaign
gained almost
30 million views
in ten days
Old Spice’s
TV campaign
grew far beyond
expectations.
Videos on its
YouTube
channel now
have millions of
views.
How will
brands and
marketers
utilise the
potential
of Vine?

21. As marketing becomes
more granular, content
should become a
service – interesting,
relevant and focussed
on building relationships.
Singularisation occurs
when the emotional
bond with the object
exceeds its material
value.
5
Age of singularisation:
when marketing is about your life.

22. Marketing has become a
service. The availability of tools
to derive a complex
understanding of an individual
consumer is fuelling the
movement towards more
personalised marketing and
individual customer
experiences.
Being smart about content makes
marketing personal. Non-intrusive
native advertising isn’t enough.
Content should be a relevant, useful
and interesting service for the users.
Brand-to-consumer can no longer
survive as a push mechanism. It has
to be an intelligent two-way
transaction. The ROI it yields is proof
– 59% of marketers are committed to
5
Marketing is
about your life! offering their customers real-time web
site experiences in 2014, compared to
just 19% in 2013.
Improved business performance and
customer experience are the main
drivers for personalising the website
experience and a big slice of the
personalisation story for brands is
customer interaction.
Content will get smarter as it becomes
more personal. Personalisation also
means giving more freedom of choice
to the consumers to choose whether
or not to engage. The right content is
non-intrusive and a service.
This current landscape provides an
opportunity for marketers to take data
and give it back to customers.
Customers reward transparency, so
brands today have the opportunity to
deliver content that is personal to the
individual. And that is powerful for all
involved.

23. 59%
+19%
Businesses that personalise web
experiences and measure the impact of
online sales see an increase in sales of
19% on average.
Percentage of marketers who will be
committed to offering their customers real-
time web site experiences in 2014,
compared to just 19% in 2013
“We’re not chasing
eyeballs. The goal is to
create connections with our
customers and earn their
loyalty by serving them.
The better the service, the
stronger the connection.”
Stefan Olander, VP, Digital Sport,
Nike – Velocity: The Seven New
Laws for a World Gone Digital

24. Programmatic ad buying
through Google has increased
tenfold since 2010
Ad views
will be
voluntary
Uncovet uses
social and interest
data to create a
personalised
shopping
experience

25. 6
Content intelligence
and the two-way
conversation
The rise of available analytics is
disrupting traditional media
buying. In a world where brands
communicate directly with
consumers, the role of media
agencies and traditional media
buying is changing, with
the right content at the !
heart of it all. !

26. Smart content dramatically
alters distribution of content,
providing that which is relevant
and informed, in real-time.
Today, a direct link to consumers is
changing the role of media and digital
agencies. By engaging directly and
analysing content preference and
associated openness to purchase,
brands can more effectively capture
consumers’ attention and empower
them to select where and when to
interact. Advertisers are proving an
openness to embrace true content
marketing, rather than sticking close
to the familiar realms of CPM.
In the coming years, consumer
attitudes will evolve to expect an ever
more personal relationship from
brands.
6
Content
intelligence !
By proffering their opinions and
feedback, consumers expect timely,
relevant content in return. Brands will
respond by acting more like
publishers, creating content and
distributing it through their own
channels, based on consumer
demand and engagement.
In the meantime, brands need to be
where their customers are, bridging
time, place and manner, in real-time.
Choosing the right programmes and
the right opportunities to engage with
consumers has never been more
opportune – brands today have the
power to communicate directly with
consumers and act as their direct
retailers, delivering personalised
purchasing power to consumers’
fingertips.

27. $100billion
Real-time-bidding is doubling year-on-year,
with video impressions set to top 100
billion in 2013.
“Selling to people who
actually want to hear from
you is more effective than
interrupting strangers who
don't.”
Seth Godin, Marketing speaker/
writer/blogger, and founder of
Yoyodyne and Squidoo
51%
Number of B2B marketers who plan to
increase spend in content marketing
over the next 12 months.
86%
Number of B2C marketers employing
content marketing.

28. Analysing the
audience to get most
out of the content – to engage
and empower the audience.
Facebook Graph Search will
require brands to optimise
not only search engines, but
also social search
engines.
Consumer
engagement
through
hashtags.

29. 7
Gimme!
Gimme!
Gimme!!
The relationship between
brands and consumers
has evolved. Why hasn’t
measurement? Casting
off old models and
adopting more relevant,
updated models based
on quality, not just
quantity is the way
forward. Direct
engagement and new
models of measuring !
it will lead to new
business models.

30. Today, brands realise that
engagement is everything;
however, metrics still largely
revolve around the quantity and
not quality of the engagement.
Attribution models, largely
based on volume, have been
the advertising standard, as
have CPC/CPM models and
the more recent rise of CPA
and affiliate marketing.
Unchallenged, accepted by brands
and the mainstay of media agencies,
there has been little movement in
advertising measurement for nearly a
decade. However, performance
doesn’t just mean sales –
engagement is increasingly important
in a digitally connected, social world
and business models need to change
accordingly.
7
Gimme!!
In a market where consumers are
constantly connected and seeking
new and delightful experiences,
consumer engagement needs to be
greater than solely at the stage of
purchase. For brands this means that
it’s more important to study not just
clicks but performance at that
consumer engagement level where
brand is paramount.
This realisation is spurring a move
away from click-based business
models towards performance-based.
These new disruptive business models
include engagement-based pricing
models. But how can you measure the
quality of the engagement?
Actionable steps that brands can take
include tagging content to make it
searchable, creating unique URLs and
customising content to generate
personalised brand experiences for
each consumer. The main idea is that
brands need to look at engagement
from the beginning of the sales cycle,
not just the end. Building brand
engagement is a valuable journey, and
brands should look to measure and
track it throughout all stages of the
sales funnel.

31. 41%
43%
Number of B2B marketers who don’t!
measure or track content ROI.
Number of B2C marketers who say that
inability to measure content marketing is a
significant challenge.
"The rise of omni-channel
retailing and data availability
has led to changes also in
the business models. As
brands turn towards
measuring brand
engagement throughout all
channels, a need for new
business models is also
rising."
Steven Berkovich,
Director, Deloitte Consulting LLP

32. Sometimes the success of
brand loyalty building
efforts are difficult to measure
and only emerge after a
considerable amount of time
Ford created a web series as a long commercial for
the new Ford Escape. Brand engagement
increases through viral videos and interactive
content – but how to measure the quality of
engagement?

33. Contact!
Name: Micke Paqvalén
Mobile: +358 400 396 394
Email: micke@kiosked.com
Web: www.kiosked.com
Name: Antonia Degerlund
Mobile: +358 40 178 0743
Email: antonia.degerlund
@kiosked.com

34. AdAge
Allthingsd
Burberry
Cisco
CNET
Content Marketing Institute
Curata
Digiday
Direct Marketing News
Dmnews
Drapers
Economist
eConsultancy
eMarketer
Facebook
Fast Company
Fjord
Forbes
Forrester Research
Fourth Source
Google
Hubspot
Huffington Post
IAB
IDC Retail Insights
Jeff Bullas
Juniper Research
Kantar Media
Kiosked
Mashable
Ogilvy
PandoDaily
Pinterest
Retail prophet
Search Engine Watch
Techcrunch
The Guardian
The Independent
Uncovet
VML
Vuact
Youtube
Zdnet
References!