building a vertical media brand around trendlines
TRANSCRIPT
BUILDING A VERTICAL MEDIA BRAND AROUND TRENDLINES
skift travel iq
SKIFT IS…The largest intelligence platform in travel, providing Media, Insights and Marketing to all sectors of the world’s largest industry.
skift travel iq
LEVEL 13, 82 SPENCER ST, MELBOURNE
SKIFT’S MISSION: WE ARE CHANGING HOW THE TRAVEL INDUSTRY LOOKS AT ITSELF, AND HOW IT PROJECTS ITSELF TO THE WORLD.
skift travel iq
SKIFT IS MEDIA>
‣ SKIFT.COM ‣ SKIFT BUSINESS TRAVELER ‣ SKIFTIES AWARDS ‣ GADLING
skift travel iq
SKIFT IS INSIGHTS>
‣ SKIFT TRENDS REPORTS ‣ SKIFT EBOOKS ‣ SKIFT WORKSHOPS ‣ SKIFT GLOBAL FORUM
skift travel iq
SKIFT IS MARKETING>‣ SKIFTX: BRANDED CONTENT STUDIO FOR THE TRAVEL INDUSTRY
‣ BRANDS WE’VE WORKED WITH: ADOBE, AMADEUS, AMERICAN EXPRESS, CLUB MED, HILTON, MASTERCARD, TWITTER, TRIPADVISOR, QATAR AIRWAYS & OTHERS skift
travel iq
WHY SHOULD YOU CARE ABOUT TRAVEL?
skift travel iq
๏ Biggest consumer and tech changes happening can best be observed by looking at habits in travel and its sub-sectors.
๏ Travel has a larger role reflecting the geopolitical realities of the world.
๏ What emerges is a heady mix that makes the world’s largest industry among the most exciting sectors on the planet right now.
WE BELIEVE THE BUSINESS FUTURE OF TRAVEL IS AT THE INTERSECTION OF TECHNOLOGY + MARKETING
WE BELIEVE THE CREATIVE FUTURE OF TRAVEL IS AT THE INTERSECTION OF USER EXPERIENCE + DESIGN.
skift travel iq
WHY WE CREATED SKIFT
IF YOU WANT TO BUILD FOR THE FUTURE:
๏ BUILDING AROUND TRENDLINES, NOT HEADLINES ๏ IGNORING & BREAKING THE SILOS ๏ FANATICALLY FOCUSED ON THE CHANGING CONSUMER BEHAVIOR
skift travel iq
paidContent vs SKIFT
‣ Blogs vs Business Information ‣ Content-centric vs Data-led insights ‣ Post-thinking vs Product-thinking ‣ Freshness vs Relevance ‣ Linking vs Sharing ‣ Using content vs Using design to punch above your weight skift
travel iq
WHAT HASN’T CHANGED
‣ B2B doesn't have to be boring ‣ Contemporariness and nativeness ‣ Connecting the dots across collapsing silos ‣ Being Smart, Sharp, Surgical & Strategic with all content, the 4S's of content
‣ User centric: Vendor vs the User
skift travel iq
MEGATRENDS THAT MAKE SKIFT POSSIBLE TODAY>
skift travel iq
๏ Blurring of personal and professional lives of users ๏ Users raised on intuitive, open-web services demand more from the
business information companies ๏ Rise of the prosumer, or the rise of fanboy ๏ Traditional silos in all industries are collapsing because of digital: enabling
new ways to look at industries & user bases ๏ Ubiquity of embed code: any kind of media, including data gets unlocked
from its proprietary containers, and can freely flow in any kind of environment.
IMMERSE YOURSELF!
skift travel iq
