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Return On Inspiration - New World Content Marketing. Yahoo Thought Leadership research

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Yahoo’s latest thought leadership research, Return on Inspiration, focuses on what are the key influencers that drive impact through Content Marketing – and consequently, how should we look to both create great content and measure it. This was the biggest study of its kind in EMEA and incorporated:

Marketing Society expert interviews on Content Marketing to frame the challenge
Focus groups and online blogs with consumers to explore in some detail what optimal content marketing looks like
Semiotics analysis, to understand how visual clues can lead to inspiration
and finally a 4 market advanced statistical analysis to found out what content marketing brand attributes drive ROI

Veröffentlicht in: Marketing
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Return On Inspiration - New World Content Marketing. Yahoo Thought Leadership research

  1. 1. Yahoo 2015. Confidential & Proprietary. Return On Inspiration New World Content Marketing
  2. 2. Yahoo 2015. Confidential & Proprietary. All confidential information being shared today is subject to terms and conditions of your non-disclosure agreement (or other agreement that contains confidentiality provisions) with Yahoo. As a recognised leader in developing privacy-enhancing tools for consumers and a member of the NAI and DAA, Yahoo understands the importance of consumer trust and privacy. Yahoo and its partners provide transparency about our data collection and use practices and extend several tools to empower consumers to manage their experience. Today’s presentation contains information that is confidential and proprietary to Yahoo Confidentiality & Privacy
  3. 3. Yahoo 2015. Confidential & Proprietary. The paradox of brand storytelling Source: SmartInsights European Poll: http://blog.hubspot.com/marketing/content-marketing-in-europe-data The Content Marketing Challenge: The Solution: What are the factors that drive the best content marketing experiences? 1 Marketers who believe in the power of content marketing97% Create a measurement model to calculate the ROI value of content marketing 3 Their company’s adoption of content marketing has been poor71% Create a ‘how to’ around delivering the best content marketing for marketers 2 Have found it difficult to measure the ROI of content marketing71%
  4. 4. Yahoo 2015. Confidential & Proprietary. An EMEA-wide industry approach 4
  5. 5. Yahoo 2015. Confidential & Proprietary. How we explored content 5 Phase 1 Gathering ideas and concepts to test Understand the C-suite view of 25 UK brands Marketing Society Event A view of CM in today’s media landscape Expert Interviews Academic perspectives, concepts of ‘engagement’ Desk Research Phase 2 Developing a best practice framework Consumer view from across Europe Digital Communities Visual and graphical clues to engagement Semiotic Analysis In-depth views from three UK groups Consumer Groups Phase 3 Establishing key drivers of content marketing Visual and graphical clues to engagement Semiotic Analysis 4,000 person, multi-market quant Online Survey
  6. 6. Yahoo 2015. Confidential & Proprietary. A wealth of differing executions 6
  7. 7. Yahoo 2015. Confidential & Proprietary. Inspiring Content Marketing The CMO Perspective
  8. 8. Yahoo 2015. Confidential & Proprietary. Creation of the content opportunity Old World rules of broadcast and interruption have become less relevant Content Marketing becomes the most credible vehicle for facilitating this New World brand – consumer relationship Brands No longer hold all the power, must be responsive to consumer demands Consumers Expect brands to be more open, transparent, and accessible and care about them more
  9. 9. Yahoo 2015. Confidential & Proprietary. Industry guidance required “We need to understand what our measures actually mean – as a global marketing team we can get excited about 3 million likes on Facebook, but often they’re actually being derogatory towards the brand. We need to understand if they’re promoters and what they’re actually saying” What are the rules of play? Isn’t much activity is happening ‘off-piste’? Is it about CR, Sales, or CRM? All of the above?What role does it play in the overall marketing toolkit? Content Marketing
  10. 10. Yahoo 2015. Confidential & Proprietary. Evolution of the purchase funnel Relationship Building Tactical Sales Push Brand Building News & Personal Saliency Consideration Preference Purchase Awareness Tradition Marketer’s Purchase Funnel Current View Content Marketing Cycle Future view – loyalty benefit
  11. 11. Yahoo 2015. Confidential & Proprietary. Content consumption’s New World Order ‘I find content’ Old World ‘Content finds me’ New World Content consumed in fixed silos. Interruption- tolerance ‘advertising’ relationship. Light digital. Older, 35+. Resists content marketing. Lower levels of engagement. Constant feed of relevant content flows to them. Happy to accept sponsored content in return for aggregation services. Heavy digital. Younger, 16-34. Open to content marketing. Higher levels of engagement. News Music Connection Interests Visuals Humour News Connection Visuals Music Interests Humour Source: Qualitative Research
  12. 12. Yahoo 2015. Confidential & Proprietary. Q32. Thinking about an average day, how much time do you spend..? Watching online video, reading online content, streaming music? Base: Older world - Less than 1 hr (n=2077), Transitioning - 1-4 hrs (n=1476), New world - 4+ hrs (n=516) New World is the opportunity 35% New World 2+ hours 23% Old World Under one hour 42% 1-2 hours Transitioning Online content consumption per day
  13. 13. Yahoo 2015. Confidential & Proprietary. 43% 56% 77% 31% 41% 68%These ads feel like brands put me first CONSUMER-CENTRIC Questions: Q29_6,Q29_9, Q29_10, Q29_5, Q29_8. Base: Older world (n=473-573), Transitioning (n=934-1068), New world (n=864-1009) New World receptive to brand messaging New World 2+ hours Old World Under one hour 1-2 hours Transitioning Online content consumption per day These ads feel more personal 39% 54% 77% More likely to pay attention MORE EFFECTIVE These ads make me feel more positive 43% 54% 79%
  14. 14. Yahoo 2015. Confidential & Proprietary. Questions: Q16, Q13, Q14, Q15. Base: Older world (n=448-930), Transitioning (n=936-1686), New world (n=968-1193) ..and get Content Marketing 53% 59% 66% AWARENESS Aware it is content marketing New World 2+ hours Old World Under one hour 1-2 hours Transitioning Online content consumption per day Find it enjoyable Likely to share it Find it appealing EXPERIENCE 69% 73% 81% 70% 73% 80% 43% 51% 71%
  15. 15. Yahoo 2015. Confidential & Proprietary. Questions: Q7_1, Q7_3, Q11_2. Base: Older world (n=245-297), Transitioning (n=539-628), New world (n=683-773) …and get Content Marketing 56% 63% 82%I believe what it is saying 25% 32% 61%It helps me to improve my everyday life 50% 55% 74%It doesn’t have a hidden agenda New World 2+ hours Old World Under one hour 1-2 hours Transitioning Online content consumption per day
  16. 16. Yahoo 2015. Confidential & Proprietary. Q9_2, Q9_1 Base: Older world (n=605-635), Transitioning (n=1074-1154), New world (n=973-1005) Content as a vehicle for inspiration 40% 49% 76%It inspires me to try new things 40% 47% 73%Opens my eyes to new perspectives and ideas New World 2+ hours Old World Under one hour 1-2 hours Transitioning Online content consumption per day
  17. 17. Yahoo 2015. Confidential & Proprietary. Content Marketing The Model of Success
  18. 18. Yahoo 2015. Confidential & Proprietary. Which factors drive content impact? We showed 1,000 consumers a set of best-in-class content marketing and asked them a number of questions about different aspects of it. Purchase Intention Brand Affinity Advocacy We took this data and used a statistical tool called CHAID to model out which aspects are most likely to drive:
  19. 19. Yahoo 2015. Confidential & Proprietary. It doesn’t have a hidden agenda I believe what it is saying It is something to talk about It is topical Shows me new ways of doing things It helps me improve my everyday life It is sincere It provides plenty of useful info It evokes strong feelings Open my eyes to new perspectives It makes me feel closer to the brand It’s a fresh take It interests me I would return to it in the future Inspires me to try new things Memorable It looks beautiful Catches my attention Which factors drive content impact? 19 It helps me learn new things Content Marketing
  20. 20. Yahoo 2015. Confidential & Proprietary. Purchase Intention More likely to purchase Brand Affinity Feel more positive about brand Advocacy More likely to share 20 Inspiration. The primary influencer. 20 + inspires me to try new things Baseline Potential multiplier effect 1.84 1.75 1.76 37% 68% 36% 63% 41% 72% + inspires me to try new things + inspires me to try new things
  21. 21. Yahoo 2015. Confidential & Proprietary. Purchase Intention More likely to purchase Brand Affinity Feel more positive about brand Advocacy More likely to share 21 Inspiration. The primary influencer. 21 + Feel closer to the brand + Evokes a strong feeling Inspires me to try new things x1.84 x2.16 x2.29 + Feel closer to the brand + Open to new possibilities Inspires me to try new things x1.75 x1.97 x2.14 + Improves my everyday life + Something to talk about Inspires me to try new things x1.76 x1.98 x2.14 …combines well with factors that drive emotions …combines well with factors that drive novelty and emotions …combines well with factors that drive talkability and utility
  22. 22. Yahoo 2015. Confidential & Proprietary. The Creative Consumer 22 ‘In 2015 Consumers will care less about what they have or buy and more about what they can do or create… Reducing if not eliminating the barriers to the creation of high- quality output will be the key to delighting aspirational consumers everywhere.’ Trendwatching 2015 trends
  23. 23. Yahoo 2015. Confidential & Proprietary. All brands have potential to inspire ConsumerBenefits BrandApplicability Creative New Ideas Established Brands Knowledge & Utility New Brands Inspiration
  24. 24. Yahoo 2015. Confidential & Proprietary. The Six Steps to Inspiring Content Best Practice
  25. 25. Yahoo 2015. Confidential & Proprietary. The 6 steps to inspiring content 1. Your Aesthetic, Your Content 2. Knowledge Empowers 4. Show Positive Intent 5. No Trust, No Inspiration 6. Keep Entertainment Simple 3. Tell Real, Compelling Stories
  26. 26. Yahoo 2015. Confidential & Proprietary. 1. Your Aesthetic, Your Content Client Tourism Board Execution Content bringing to life the beauty of the UK countryside •  High-thought aesthetics •  Coded to say ‘this content is designed for you personally’: •  Content journey starts and ends with the consumer (brand incidental) London, 16-24 “The beautiful scenic pictures make you want to read on and see what else there is to offer.”
  27. 27. Yahoo 2015. Confidential & Proprietary. 1. Your Aesthetic, Your Content Client Global Appliance Brand Execution Beautiful video recipes filmed from a first person perspective •  Described as slick, modern, professional & fresh •  Content seen as professional and inspiring Female 35+, London ‘The imagery left your mouth watering with what they were cooking’ “Appeal” +7 on avg “Beautiful” +11 on avg 61% 67%
  28. 28. Yahoo 2015. Confidential & Proprietary. “Useful information” +10 on avg Client Home Furnishings Brand Execution A project to make French homes and lives more sustainable 2. Knowledge Empowers “Teaches me new things” +11 on avg •  Regarded as informative and useful. •  Consumers are educated on recycling and energy concepts. 45% 46%
  29. 29. Yahoo 2015. Confidential & Proprietary. Client Bottled Water Brand Execution Users take part in an interactive adventure game 3. Tell Real, Compelling Stories 29 “Engaging” +6 on avg •  Engagement through quizzes and videos of other people attempting to complete the course •  Course was authentic 32%
  30. 30. Yahoo 2015. Confidential & Proprietary. Signal Society-positive •  Transparency and corporate responsibility are centre-stage •  If the reader is not first - then society at large needs to be London, 16-24 “It was my absolute favourite due to how implicit the selling was… it was so informative…about prison life, with statistics and true stories” Client Retail Brand 4. Show Positive Intent Signal Reader-positive •  New World order rules are that the reader comes first •  Brand/publisher intent shines through •  Trust and credibility essential Semiotic Cues Client Retail Brand
  31. 31. Yahoo 2015. Confidential & Proprietary. 5. No Trust, No Inspiration Consumers who say they trust the content are at least 3x more likely to share it, or feel positively towards the brand. Brand affinity Active engagement Share Trust #1 Platform #2 Placement #3 Source
  32. 32. Yahoo 2015. Confidential & Proprietary. Client Automotive Brand Execution Online magazine with cultural content that inspires the brand 6. Keep It Simple “Appeal” +17on avg “Entertaining” +11 on avg •  Content is explorable and varied •  Users find content inspiring and influential 27% 43% 16-24 “If the content is entertaining or interesting enough I will share it with my friends. Also it really helps if it is not too sales focused.”
  33. 33. Yahoo 2015. Confidential & Proprietary. Return On Inspiration These six steps… 1. Your Aesthetic, Your Content 2. Knowledge Empowers 3. Tell Real, Compelling Stories 4. Show Positive Intent 5. No Trust, No Inspiration 6. Keep It Simple Purchase Intention Brand Affinity Advocacy x1.84 x1.75 x1.76 …drive marketing impact
  34. 34. Yahoo 2015. Confidential & Proprietary. Yahoo Content Marketing Evaluator A statistical understanding of what good looks like for Content Marketing In-built for all future campaign evaluations Industry norms over time Make inspiration your goal Yahoo Revenue Calculator Pilot opportunity for 3 brands Pre -campaign tool to forecast potential revenue Built out using Inspiration EU4 data + Tumblr Analytics
  35. 35. Yahoo 2015. Confidential & Proprietary. New World Content Marketing Return On Inspiration

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