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.

1. THE FUTURE OF CONTENT
MARKETING

2. @iACQUIREIacquire.com
About Me
Joe Griffin
@joegriffin
Co-Founder & Co-CEO

3. CHAPTER 1:
A BRAVE NEW WORLD
Changes in Digital Accessibility and Technology Have Forever Changed
Consumerism and Marketing.

4. THE MOBILE REVOLUTION
A Brave New World

5. iacquire.com @iacquire
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

6. iacquire.com @iacquire
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

7. THE SHIFT IN CONSUMERISM
A Brave New World

8. iacquire.com @iacquire
The New Consumer Decision Journey
Image by Huge, Inc.

9. iacquire.com @iacquire
The Connected Purchase Funnel

10. CHAPTER 2:
THE NEW CONTENT BUSINESS
The old world of content, big media, and early digital content Spam Has been
put to Bed..

11. THE OLD GUARD GOES DOWN
The New Content Business

12. iacquire.com @iacquire
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

15. THE CONTENT CONUNDRUM
The New Content Business

16. iacquire.com @iacquire
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

17. iacquire.com @iacquire
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

18. iacquire.com @iacquire
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

19. iacquire.com @iacquire
Brands/Publishers are Shifting
MORE ON THIS LATER

20. CHAPTER 3:
THE FUTURE OF
CONTENT MARKETING
Big Data, Content Targeting, Native advertising, Retargeting, Offline
Convergence, and Influencers are Changing the Game

21. BIG DATA GOES BIG
The Future of Content Marketing

22. “BIG DATA INDUSTRY
WILL GROW FROM $3.2
BILLION IN 2010 TO $16.9
BY 2015.”
iacquire.com
2013 McKinsey Study

23. iacquire.com @iacquire
Big Data Hits Marketers
THIS IS UGLY – BUT THAT’S THE POINT

24. iacquire.com @iacquire
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

25. iacquire.com @iacquire
Programmatic Ad Buying
Images by RadiumOne

26. NEW MEDIA
The Future of Content Marketing

27. INTERNET TV
New Media

28. iacquire.com @iacquire
Internet TV

29. iacquire.com @iacquire
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

30. iacquire.com @iacquire
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.

31. NATIVE ADVERTISING
New Media

32. iacquire.com @iacquire
Native Advertising - Publishers

33. iacquire.com @iacquire
Native Advertising - Publishers

34. iacquire.com @iacquire
Native Advertising – Content Discovery

35. iacquire.com @iacquire
Native Advertising - Social
You probably know about these ones…

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.”

37. iacquire.com @iacquire
Native Advertising – Social/Video
How about these ones… (in-video native)

38. RETARGETING
New Media

39. iacquire.com @iacquire
Retargeting – Social

40. iacquire.com @iacquire
Retargeting - Email

41. “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

42. ONLINE & OFFLINE CONVERGE
The Future of Content Marketing

43. iacquire.com @iacquire
GPS/App/Wifi Identification in-Store
EVERY POINT OF DATA IS ANALYZED

44. iacquire.com @iacquire
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

45. BRANDS BECOMING PUBLISHERS
The Future of Content Marketing

46. iacquire.com @iacquire
Early Adopters

47. iacquire.com @iacquire
Early Adopters

48. iacquire.com @iacquire
A Rush of New Adopters

49. iacquire.com @iacquire
A rush of New Adopters

50. POWER TO THE PEOPLE
The Future of Content Marketing

51. iacquire.com @iacquire
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.

52. iacquire.com @iacquire
Influencer Marketing
Social Networks Platforms to Reach Influencers

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

54. iacquire.com @iacquire
The Increase in Signed Content
A 2014 iAcquire Study

55. iacquire.com @iacquire
Tools for Finding Influencers
DISCOVER TOP TWITTEERS

56. iacquire.com @iacquire
Tools for Finding Influencers
DISCOVER PROFILIC WRITERS

57. iacquire.com @iacquire
Tools for Finding Influencers
PREVIEW THEIR WORKS

58. CLOSING
The Future of Content Marketing

59. iacquire.com @iacquire
Complete Content Marketing
Big
Data
(Internal
and
External)
Segmenta3on
&
Profiling
Content
Strategy
Catered
Content
Development
Brand
Publishing
Influencer
Marke3ng
Programma3c
Ad
Buying
Social
&
Search
Amplifica3on
Retarge3ng
(Online
&
Offline)
Loyalty
(Email
and
Incen3ves)

60. THANK YOU.