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Zürich, 10. Nov. 15 I Marc Lottenbach I CEO, Co-Founder
Video – die Zukunft im Content Marketing
Quelle: https://www.c3.co/blog/shiseido-japanischer-content-marketing-pionier/
Start: Content Marketing
1924: Kundenmagazi...
Start: Video Content...Online...Marketing
24. April 2005: Jawed Karim (Mitgründer youtube) - “Me at the zoo”
Mehr Users 2014 2019
2.8
Billion
3.9 Billion
Mehr Devices 2014 2019
14.2 Billion 24.4 Billion
Schnellere Bandbreiten 2014 ...
2. Trend Marken werden zu Sender, Startups entstehen und grosse Internet-Player investieren in Video.
2005 2006 20102007 2...
3. Trend: Mobile Geräte sind bei allen Generationen angekommen
Quelle: MUI Studie 2015, 2’000 Befragte in der D- und W-CH ...
Internet-Nutzung per Smartphone und Tablet nimmt weiter zu
Quelle: MUI Studie 2015, 2’000 Befragte in der D- und W-CH (rep...
4. Trend: Ad Blocker Thema verschärft sich...(AdBlocker-Anteil: DE 25%, ESP 16%, IT 12% etc.)
30. Sept. 2015
Quelle: PageF...
...auch zunehmend auf dem Fernsehen
Quelle: MUI Studie 2015
1. Erkenntnis: Video-Views steigen
Einsatzbereiche
Livestreaming für GV‘s
Sika: Generalversammlung (Livestreaming)
Live Chat bei Kontoeröffnung
Tutorial im E-Commerce
Online Video Interview im Recruitingprozess
2. Erkenntnis: Vielfalt bei den Video-Plattformen
Zielgruppen & Ziele
Welche Plattformen übernehmen welche Rolle
Distributions-Strategie: Ein Energy Drink wird zum Medienunternehmen
Eigene Kanäle
Inhalte Externe Kanäle
• 160 Red Bull L...
3. Erkenntnis: Internet-Nutzung wird mobiler
Inhalts-Strategie
Die neuen Nutzungsmomente erfordern neue Inhalte
Die neuen Nutzungsmomente erfordern neue Inhalte
Rampage Event Testbericht Tesla Produkt Tutorial Video Chat
Quelle: think...
Inhalts-Strategie: General Electric mit innovativem Nachhaltigkeitsreport
Media Coverage
Externe KanäleStory: 3D CT
„This ...
Storytelling
4. Erkenntnis: Ad-Blocking nimmt zu
Die User / Kunden wollen Geschichten. - Neue Wege mit 360 Grad
Mammut: Gipfel Besteigung
Zu klärende Fragen
• Einsatzbereiche
• Ziele & Zielgruppen
• Inhalts-Strategie
• Storytelling
„...A Video is worth 1.8 Mio words...“
*Dr. James L. McQuivey (Vice President und Principal Analyst bei Forrester Research)
Herzlichen Dank für Ihre Aufmerksamkeit.
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Video - die Zukunft im Content Marketing

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Video, Content Marketing, Einsatzbereiche, Content Strategie, Moments, Cisco Studie 2015, Storytelling, AdBlocking, Distributions-Strategie, Ziele & Zielgruppe, mamut 360project

Veröffentlicht in: Marketing
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Video - die Zukunft im Content Marketing

  1. 1. Zürich, 10. Nov. 15 I Marc Lottenbach I CEO, Co-Founder Video – die Zukunft im Content Marketing
  2. 2. Quelle: https://www.c3.co/blog/shiseido-japanischer-content-marketing-pionier/ Start: Content Marketing 1924: Kundenmagazin von Shiseido
  3. 3. Start: Video Content...Online...Marketing 24. April 2005: Jawed Karim (Mitgründer youtube) - “Me at the zoo”
  4. 4. Mehr Users 2014 2019 2.8 Billion 3.9 Billion Mehr Devices 2014 2019 14.2 Billion 24.4 Billion Schnellere Bandbreiten 2014 2019 20.3 Mbps 42.5 Mbps Mehr Video Views 2014 2019 67% of Traffic 80% of Traffic IP Breitband Wachstums- treiber 1. Trend: Video Views steigen weltweit signifikant an Bis 2019: Quelle: Cisco VNI Global IP Traffic Forecast, 2014–2019
  5. 5. 2. Trend Marken werden zu Sender, Startups entstehen und grosse Internet-Player investieren in Video. 2005 2006 20102007 2008 2009 2011 2012 20142013 2015 Integration Youtube 1.6 Mia. Dollar 1 Mia. Dollar ??? Dollar Quelle: TechCrunch.com, Gründerszene.de, spiegel.de zeit.de
  6. 6. 3. Trend: Mobile Geräte sind bei allen Generationen angekommen Quelle: MUI Studie 2015, 2’000 Befragte in der D- und W-CH (repräsentativ)
  7. 7. Internet-Nutzung per Smartphone und Tablet nimmt weiter zu Quelle: MUI Studie 2015, 2’000 Befragte in der D- und W-CH (repräsentativ)
  8. 8. 4. Trend: Ad Blocker Thema verschärft sich...(AdBlocker-Anteil: DE 25%, ESP 16%, IT 12% etc.) 30. Sept. 2015 Quelle: PageFair und Adobe 2015 Ad Blocking Report
  9. 9. ...auch zunehmend auf dem Fernsehen Quelle: MUI Studie 2015
  10. 10. 1. Erkenntnis: Video-Views steigen Einsatzbereiche
  11. 11. Livestreaming für GV‘s Sika: Generalversammlung (Livestreaming)
  12. 12. Live Chat bei Kontoeröffnung
  13. 13. Tutorial im E-Commerce
  14. 14. Online Video Interview im Recruitingprozess
  15. 15. 2. Erkenntnis: Vielfalt bei den Video-Plattformen Zielgruppen & Ziele
  16. 16. Welche Plattformen übernehmen welche Rolle
  17. 17. Distributions-Strategie: Ein Energy Drink wird zum Medienunternehmen Eigene Kanäle Inhalte Externe Kanäle • 160 Red Bull Länder
  18. 18. 3. Erkenntnis: Internet-Nutzung wird mobiler Inhalts-Strategie
  19. 19. Die neuen Nutzungsmomente erfordern neue Inhalte
  20. 20. Die neuen Nutzungsmomente erfordern neue Inhalte Rampage Event Testbericht Tesla Produkt Tutorial Video Chat Quelle: thinkwithgoogle.com
  21. 21. Inhalts-Strategie: General Electric mit innovativem Nachhaltigkeitsreport Media Coverage Externe KanäleStory: 3D CT „This is a really cool piece of information, like I said, I didn’t know before, and this is a really cool company. Maybe I should come back and check on them more often“ Tomas Kellner, Managing Editor GE Reports Quelle: https://contently.com/strategist/2015/06/24/state-of-content-marketing-b2b-tech-2/
  22. 22. Storytelling 4. Erkenntnis: Ad-Blocking nimmt zu
  23. 23. Die User / Kunden wollen Geschichten. - Neue Wege mit 360 Grad Mammut: Gipfel Besteigung
  24. 24. Zu klärende Fragen • Einsatzbereiche • Ziele & Zielgruppen • Inhalts-Strategie • Storytelling
  25. 25. „...A Video is worth 1.8 Mio words...“ *Dr. James L. McQuivey (Vice President und Principal Analyst bei Forrester Research)
  26. 26. Herzlichen Dank für Ihre Aufmerksamkeit.

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