Download - Igor Savič @ POMP Forum 2016
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»NOVI« VSEBINSKI MARKETING
THE "NEW" CONTENT MARKETING
IGOR SAVIč POMP FORUM 2016
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77 YEARS POMP FORUM, WHY?
LET POMP FORUM ZAKAJ?
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WHAT? HOW?
KAJ? KAKO?
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WHY?
ZAKAJ?
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INFLUENCE
VPLIV
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TRI TEMELJNE METODE VPLIVANJA
PRISILA / Coercion & violence
MANIPULACIJA / Manipulation
SODELOVANJE / Cooperation
Three basic methods of influence
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KAKO VSEBINSKI MARKETING
ODGOVARJA NA VPRAŠANJE VPLIVA?
How content marketing answers the question of influence?
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ALI JE BOLJ UčINKOVIT?
ZAKAJ?Is it more efficient? Why?
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Content marketing is a strategic marketing approach focused on CREATING and DISTRIBUTING VALUABLE, RELEVANT AND CONSISTENT CONTENT to attract and retain a clearly-defined AUDIENCE — and, ultimately, to drive profitable customer action.
(CM Institute)
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TRIJE TEMELJNI STEBRI VSEBINSKEGA MARKETINGA:The three fundamental pillars of content marketing:
USTVARJANJE VSEBIN
creating content
DISTRIBUCIJA& MEDIJI distribution & owned media
GRADITEV ODNOSA S
CILJNO JAVNOSTJO
building a relationship with the target audience
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VRHUNSKA VSEBINA JE TEMELJNI POGOJ ZA
VPLIV NA DELEŽNIKE.
Premium content is a fundamental condition to influence the stakeholders.
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BREZ UčINKOVITE DISTRIBUCIJE VSEBIN VPLIV NI MOGOč, LASTNI MEDIJI SO
PRI TEM KLJUčNI.
Without efficient content distribution influence is not possible. Owned media are the key.
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If we do not focus on the needs and interests of users, we can't influence them.
čE SE NE OSREDOTOčIMO NA POTREBE IN INTERESE UPORABNIKOV, NE MOREMO VPLIVATI NA NJIH.
PRODUCT MARKETING
BRAND MARKETING
CUSTOMER MARKETING
CUSTOMER MARKETING
PRODUCT MARKETING
BRAND MARKETING
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BOOOMMM 2007
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DIGITALIZACIJA, SPREMENJENA MEDIJSKA EKOLOGIJA IN DRUGAčEN
PROCES ODLOčANJA LJUDI SPREMINJAJO KLJUčNE ELEMENTE
VSEBINSKEGA MARKETINGA.
Digitalisation, changed media ecology and a new process of decision making are changing key elements of content marketing.
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NOVA MEDIJSKA EKOLOGIJA, NOVI IN SPREMENJENI
MEDIJSKI FORMATI.
A new media ecology, new and modified media formats.
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VSEBINSKI MARKETING DRUŽBENIH OMREŽIJ.
Social media content marketing.
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VIDEO MARKETING.
Video marketing.
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VRHUNSKA VSEBINA JE ŠE VEDNO NAJPOMEMBNEJŠA. TODA ZDAJ LAHKO ANALIZIRAMO, KAJ SE Z
VSEBINO RES DOGAJA IN KATERA JE RES VRHUNSKA.
Top content is paramount. But now we can analyze what is going on with the content consumption and witch content is really top.
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SPREMEMBA PROCESA ODLOčANJA. (ZMOT)
Data driven content marketing.
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POMEMBNOST (ŠIRŠEGA) KONTEKSTA, V KATEREM
POTEKA PROCES VPLIVANJA.
Importance of contextual content marketing.
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PROMOCIJA IN DISTRIBUCIJA VSEBIN STA BILI VEDNO KLJUčNI VPRAŠANJI VSEBINSKEGA MARKETINGA, VENDAR
ZDAJ ODGOVORI POSTAJAJO ZAHTEVNEJŠI.
New content marketing distribution/promotion strategies and tactics are the key questions of content marketing. Answers are getting more and more complex.
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ADVERTISING MARKETING
CONTENT MARKETING
Integration with advertising marketing. Combining principles of action based and permanent communications.
INTEGRACIJA Z OGLAŠEVALSKIM MARKETINGOM. POVEZOVANJE NAčEL AKCIJSKEGA IN TRAJNEGA KOMUNICIRANJA.
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SALES COMMUNICATION
Integration with the sales communication.
INTEGRACIJA S PRODAJNO KOMUNIKACIJO.
ADVERTISING MARKETING
CONTENT MARKETING
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STRATEGIC BUSINESS
COMMUNICATION
PR
SALES COMMUNICATION
Integration with PR and strategic business communication.
INTEGRACIJA S PR IN STRATEŠKO POSLOVNO KOMUNIKACIJO.
ADVERTISING MARKETING
CONTENT MARKETING
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VSEBINSKI MARKETING POSTAJA CELOVITA KOMUNIKACIJSKA
PARADIGMA SODOBNIH PODJETIJ IN ORGANIZACIJ.
Content marketing has become an integrated communications paradigm of modern enterprises and organizations.
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VPLIVA NA SPREMEMBE ORGANIZACIJSKEGA MODELA,
PROCESOV IN KOMPETENC V PODJETJIH.
Content marketing is changing the organizational models, processes and competencies within companies.
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GLOBALIZACIJA VSEBINSKEGA MARKETINGA.
The globalization of content marketing.
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NOVI VSEBINSKI MARKETING.
NEW CONTENT MARKETING
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1.POMIK NA
STRATEŠKI NIVO
vsebinski marketing
postaja povezovalna
komunikacijska paradigma v podjetjih in
organizacijah.
Strategic approach.
2. 3. 4. 5. 6. 7.
7 STEBROV (NOVEGA) VSEBINSKEGA MARKETINGA:
New content marketing:
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Improved knowledge of
content production.
2.POGLABLJANJE IN DIVERZIFIKACIJA
ZNANJ
za produkcijo novih vrst in
formatov vsebin.1. 3. 4. 5. 6. 7.
7 STEBROV (NOVEGA) VSEBINSKEGA MARKETINGA:
New content marketing:
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Development of new media and
change of previous media.
7 STEBROV (NOVEGA) VSEBINSKEGA MARKETINGA:
3.RAZVOJ NOVIH IN
SPREMEMBA VLOGE
DOSEDANJIH MEDIJEV
mrež in kanalov.1. 2. 4. 5. 6. 7.
New content marketing:
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The integrated distribution and
promotion of content.
7 STEBROV (NOVEGA) VSEBINSKEGA MARKETINGA:
4.INTEGRIRANA
DISTRIBUCIJA IN PROMOCIJA
vsebin (skupaj s kotekstualnim
vsebinskim marketingom)1. 2. 3. 5. 6. 7.
New content marketing:
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Integration with advertising,
sales, PR.
7 STEBROV (NOVEGA) VSEBINSKEGA MARKETINGA:
5.INTEGRACIJA
z oglaševanjem, prodajo, PR,
strateško komunikacijo (in
spreminjanje organizacije
podjetij)1. 2. 3. 4. 6. 7.
New content marketing:
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Development of technological
tools.
7 STEBROV (NOVEGA) VSEBINSKEGA MARKETINGA:
6.RAZVOJ
TEHNOLOŠKIH ORODIJ
za produkcijo vsebin, za podporo
distribucijskih procesov, razvoj
integriranih komunikacijskih
orodij.
1. 2. 3. 4. 5. 7.
New content marketing:
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Insight in the process of
content consummation and decision-
making.
7 STEBROV (NOVEGA) VSEBINSKEGA MARKETINGA:
7.VPOGLED V
PROCESA KONZUMACIJE
VSEBIN IN ODLOčANJA.1. 2. 3. 4. 5. 6.
New content marketing:
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Insight in the process of
content consummation and decision-
making.
7 STEBROV (NOVEGA) VSEBINSKEGA MARKETINGA:
7.VPOGLED V
PROCESA KONZUMACIJE
VSEBIN IN ODLOčANJA.
New content marketing:
1.POMIK NA
STRATEŠKI NIVO
vsebinski marketing
postaja povezovalna
komunikacijska paradigma v podjetjih in
organizacijah.
Strategic approach.
Improved knowledge of
content production.
2.POGLABLJANJE IN DIVERZIFIKACIJA
ZNANJ
za produkcijo novih vrst in
formatov vsebin.
Development of new media and
change of previous media.
3.RAZVOJ NOVIH IN
SPREMEMBA VLOGE
DOSEDANJIH MEDIJEV
mrež in kanalov.
The integrated distribution and
promotion of content.
4.INTEGRIRANA
DISTRIBUCIJA IN PROMOCIJA
vsebin (skupaj s kotekstualnim
vsebinskim marketingom)
Integration with advertising,
sales, PR.
5.INTEGRACIJA
z oglaševanjem, prodajo, PR,
strateško komunikacijo (in
spreminjanje organizacije
podjetij)
Development of technological
tools.
6.RAZVOJ
TEHNOLOŠKIH ORODIJ
za produkcijo vsebin, za podporo
distribucijskih procesov, razvoj
integriranih komunikacijskih
orodij.
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(NOVI)VSEBINSKI MARKETING
UčINKOVIT VPLIV NA DELEŽNIKE
(New) content marketing effective influence on stakeholders
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POMP & DRAMA POMP = 10 predavanj & podelitev nagrad
DRAMA = večerna CM zabava
POMP = 10 lectures & awards ceremonyDrama = CM evening party