(pomp forum 2012) patrick fuller & julia hutchison: vsebinski marketing v razcvetu - zakaj?
TRANSCRIPT
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The Content Marketing Revolution
Slovenia 20th September
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Content Revolution
Three audiences
• Agencies
• Clients / Brands
• Consumers
• Content Marketing
• Digital
• Mobile
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• Attract spend to the customer publishing/content marketing
industry from other initiatives
• Start owning the content space
• Multichannel and integrated solution: magazines (including
posted messaging) and digital
• Prove the effectiveness of content marketing
• Inspire and educate brands
• Unite all members – power of working together
CMA Objectives
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• The art of telling stories about a brand = consumer engagement
• Serialisation versus tactical campaigns• Content & convergence• Reach v. results• Clients increasing want to own the dialogue with consumers• Earned media v. paid media• Monetisation of content• Integration of content • CMO officer positions • Its all up for grabs – but only content agencies really get it
= journalism skills
Content Marketing – key trends
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The Market Place
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Marketing Overview – quality free content
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The agency view
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• Revenues are rebounding upwards
• Print aficionados become multi-media
cognoscenti
• Digital is creating industry resilience
• Genesis of advanced digital media
• Print has a place and still is healthy
(paginations, titles)
• In tough times agencies have worked more
efficiently
• A sense of cautious optimism pervades
Key findings in the report
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2003 2004 2005 2006 2007 2008 2009 20101700
1800
1900
2000
2100
2200
2300
0
100
200
300
400
500
600
314344 352
420
473502
454483
GDP(in $bn)
Agency turnover (m £)
Today revenues are rebounding from a 2009 low
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£m £m £m £m
Total press
Direct mail
InternetCustomer publishing
2005 6,797 2,371 1,367 3522006 6,523 2,322 2,016 4202007 6,439 2,171 2,813 4732008 5,713 2,040 3,350 5022009 4,386 1,686 3,541 4542010 4,302 1,712 4,097 483
% change 2005-10
-36.7 -27.8 200 37%
2005 2006 2007 2008 2009 20100
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
Total press
Direct mail
Internet
Customer pub-lishing
In an advertising context, the sector is outperforming
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Source: APA Member Survey/Mintel Research Consultancy
Digital reach: websites are updated frequently showing commitment to fresh content
One in three websites is updated daily
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Source: APA Member Survey/Mintel Research Consultancy
Content is being delivered in a more integrated way than ever before
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Source: APA Member Survey/Mintel Research Consultancy
Print titles are dominated by Retail/distribution
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Source: APA Member Survey/Mintel Research Consultancy
Where does this leave print?
Digital will continue to grow, although no doubt print will remain an important component in the mix for a good period yet.
It is also important to note that for the time being at least there are many occasions and markets where a magazine solution remains the correct and only solution for a brand’s customer communications.
Things may change over time, but right now we know from reader surveys and consumer feedback that the vast majority of customers like to be inspired via the tactile medium of print.
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Source: APA Member Survey/Mintel Research Consultancy
Digital future: A selection of verbatim
As patterns of media consumption change digital communications offer a range of ways to engage with customers. Their strengths include interactivity, immediacy and the ability to fuse different media together and personalise messages.
And of course these channels are vital to reach digital natives and those consumers for whom print has lost its pre-eminence.
The future’s digital. For clients where we publish a traditional magazine format, we are invariably also providing a digital element. We have invested a great in the digital team and expertise and have begun creating tablet apps for clients.
There’s been more of trend for clients to move to digital, not because they believe it generates a higher return, but because it saves on print and postage costs.
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Brands
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500 omnibus interviews with higher/Intermediate managers
who make key decisions about Marketing
---
Fieldwork dates: 06.06.2012 - 08.06.2012
---
43% of the sample were aware of the split of their marketing
budget apportioned to content marketing
The Approach
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Content Marketing is multiplatform
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Content Marketing works for brands
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0-5%
6-15%
16-25%
26-40%
41-55%
56-70%
71-85%
86-100%
25%
22%
23%
17%
6%
6%
1%
1%
Base: All respondents aware of budget allocation (218)To the nearest per cent, what percentage of your total marketing budget is apportioned to the creation and dissemination of content?
Content Marketing spend now accounts for a fifth of total marketing budgets.
Average % devoted to content marketing: 21%
Budget split devoted to content marketing
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Base: All respondents aware of budget allocation (218)Do you expect your content budget to increase over the next 12 months?
73 per cent of marketers will increase or maintain their content marketing budgets over the next 12 months
Increase significantly
Increase slightly
Stay the same
Decrease slightly
Descrease significantly
5%
17%
51%
12%
4%
73%
DK = 11%
Content Marketing revenues grow in next 12 months
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Base: All respondents aware of budget allocation (218)Do you expect your content budget to increase over the next 12 months?
Digital clearly the future for content marketing, but 1 in 4 advertisers will still be looking to customer magazines as a key way to connect with
consumers
Content-led websites
Branded mobile / tablet apps
Customer magazines
Email newsletters
Branded games
Branded TV
Mobile enabled websites
Content-led microsites
Tablet content
Branded Radio
Content led e-tail/m-commerce
Branded video/viral
E-zines
37%
30%
25%
22%
15%
13%
13%
9%
9%
8%
6%
5%
3%
Share of mentions:Digital: 76%Mobile: 30%
Traditional: 23%
Note: Mobile included in digital %
Digital growing, but magazines still holding firm
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• Over 20% of budgets will be devoted to content marketing
• With this amount likely to increase year on year
• Digital is a clear driver of new activity, but magazines will still
have a vital role to play for a large number of advertisers
• Five per cent of marketers think their content budget will
increase significantly in 2013
• The industry is on track to meet Mintel’s prediction to reach
£1 billion by the end of the year
Key conclusions
Key conclusions
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Content Marketing helps the client
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Consumers
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• 1049 interviews with UK Adults aged 16+ conducted
by PanelBase
• Fieldwork dates: 06.06 - 08.06.2012
• Quotas set to ensure the sample is nationally
representative
• 49% Male / 51% Female
• 31% 16-34 / 34% 35-54 / 35% 55+
The Approach
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Content marketing helps the consumer
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Does the concept of content marketing make sense to
consumers?
---
Do people consume content marketing?
---
Do people find content marketing appealing?
---
Does content marketing have any impact?
Four key areas to cover
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Two thirds of consumers see content marketing as a natural approach for brands to engage with consumers
64% agree 9% disagree
Source: PanelBase / Base: UK Adults 16+ (1049)Thinking of content produced by brands in general, can you tell us if you agree with these statements comparing it to conventional advertising?
‘It makes sense for brands to speak to consumers and tell stories via specially created content’
Content marketing felt to be logical approach for brands to take
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Three quarters of adults believe content is a strong platform for brands to highlight key elements of their product portfolio.
73% agree 6% disagree
Source: PanelBase / Base: UK Adults 16+ (1049)Thinking of content produced by brands in general, can you tell us if you agree with these statements comparing it to conventional advertising?
‘Creating interesting content is a great way for brands to promote specific products and services’
And is felt to be a great way to showcase what a brand has to offer
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To give me up-to-date product news
To improve my knowledge of the brand
To provide advice to make my life easier
To entertain me*
None of the above
71%
50%
50%
40%
8%
58%
45%
45%
39%
13%
Visual content
Articles / features
Only 8% of UK adults do not want to be communicated to by brands in any of the ways outlined below
Source: PanelBase / Base: UK Adults 16+ (1049)How do you want brands to talk to you …?
66% of 18-34 Adults want to be entertained
by visual content
A wide range of ways to communicate with consumers
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Over 4 in 5 enjoy relevant content that is delivered to them from brands
‘I like reading content from brands when it is relevant to me’
Source: PanelBase / Base: Monthly print readers (612)We'd like to know whether you agree with these statements regarding magazines that you buy at newsagents and those that are produced by brands.
82% agree 3% disagree
Above all, relevance is vital to enhance relationships
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70% of UK adults consume at least one piece of content marketing on a monthly
basis
Source: PanelBase / Base: UK Adults 16+ (1049)How often would you say you read these types of titles / visit these type of websites / use or play these??
Over 2 in 3 UK adults consume content marketing every month
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38%
20%
12%
14%
16%
38% consume print and digital each month
20% consume print only each month
12% consume digital only each month14% consume less often
Only 16% never consume
70%
58% of UK adults consume content marketing via print every month / 50% consume content marketing
digitally every month
Source: PanelBase / Base: UK Adults 16+ (1049)How often would you say you read these types of titles / visit these type of websites / use or play these?
Consumed across a range of different platforms
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Source: PanelBase / Base: Monthly content marketing consumers (737)Would you say that when reading content produced for you buy a brand you are more likely to be considering purchases / products than if you were reading 'regular' non-branded content?
72% of content marketing
consumers feel they are more likely to consider
purchases when reading compared to non-branded content
The nature of the content predisposes consumers into a consideration mindset
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4 out of 5 content marketing consumers recommend products and services to others – extending the footprint of the activity
Source: PanelBase / Base: Monthly content marketing consumers / non-consumers (620 / 221)In general, how often do you recommend products and services to friends / family / colleagues?
42% of non-consumers recommend to others
80% of content marketing consumers recommend products to others
Index = 190
And are more likely to recommend to others
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‘It has a positive impact upon my purchase
decisions’53%
agree
8% disagr
ee
‘Makes me want to buy products from the featured
brand’
Playing a dual role of increasing brand equity and driving awareness of new products and services
Source: PanelBase / Base: Monthly content marketing consumers / non-consumers (727)Thinking about content produced by brands, which of the following would you say applies to you as a consumer?
55% agree
10% disagr
ee
...and has a major role influencing purchase decision making
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Consumers – printed content
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32%
Mean % of overall magazine reading time spent with titles published by a brand
Source: PanelBase / Base: Monthly print readers (612)Thinking of all of the time you spend reading magazines, what percentage of that time is spent reading magazines published by a brand?
Strong showing for share of media time
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59%
are more likely to notice products and promotions in a magazine produced by a brand
compared to a single advert in a 'normal' magazine
Source: PanelBase / Base: Monthly print readers (612)We'd like to know whether you agree with these statements regarding magazines that you buy at newsagents and those that are produced by brands.
Which ultimately delivers more than conventional advertising
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Consumers – digital content
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72% agree
7% disagre
e
Source: PanelBase / Base: Monthly digital users (526)We'd like to know whether you agree with these statements below regarding websites that are produced by brands?
‘I trust content on a website if I know the
brand involved’
71% agree
6% disagre
e
‘I'm positive towards brands that deliver relevant content to
me online’
44% agree
17% disagre
e
‘The content on websites produced by brands is of similar quality to 'normal'
websites’
Quality digital content
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59%
are more likely to recall products and promotions on a website produced by a
brand compared to a normal online advert
Source: PanelBase / Base: Monthly digital users (526)We'd like to know whether you agree with these statements below regarding websites that are produced by brands?
Which ultimately delivers more than conventional advertising
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Consumers – mobile content
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• 952 users interviewed using survey software on their iPad
• 48% from Europe, 35% from North America
• 19% 15-24 / 47% 25-39 / 30% 40+
• Fieldwork conducted between 18 March – 8 April
Source: Dres Consulting
Research approach
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• Over a third are considering buying another Tablet PC in the next 12 months
• Brand Loyalty: 70% wouldn’t even consider swapping their iPad for an new alternative tablet brand for free
Source: Dres Consulting - Base: All Respondents (952)
• 79% of those would consider buying an iPad2
Users are committed to their iPad
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4%
8%
18%
30%
27%
9%
Less than 5 minutes
5-14 minutes
15-29 minutes
30-59 minutes
1 – 2 hours
2 – 4 hours
5 – 8 hours
Over 9 hours
95% use their iPad at least once a day
Average usage of 2h 17m each day
Source: Dres Consulting - Base: All Respondents (952)
Once you’re hooked
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26%Mean % of overall online / time
using apps spent with sites / apps published by a brand
Source: PanelBase / Base: Monthly digital users (526)Thinking of all of the time you spend online or using apps what percentage of that time is spent reading magazines published by a brand?
Strong showing digitally
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Games
News
Social Networking
Books
Utilities
Productivity
Entertainment
Music
Lifestyle
Magazines
Newspapers
Travel
Photography
Sports
Medical
85%
76%
69%
67%
67%
63%
62%
58%
54%
51%
50%
45%
41%
34%
22%
55%
35%
32%
31%
23%
19%
19%
18%
16%
16%
12%
11%
11%
10%
4%
Like Best Have
The range of genres shows the versatility of the iPad as a communication tool
Source: Dres Consulting - Base: All Respondents (952)
Apps: Play, Inform, Communicate
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• 84% of users have 10% or less of their apps in association with brands
• Over 1 in 4 do not own a ‘branded content’ app
• 67% would like brands to produce more interesting or exclusive content for their iPads
Source: Dres Consulting - Base: All Respondents (952)
Opportunity – The branded content ‘gap’
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Lifestyle
Games
Entertainment
Productivity
Utilities
Sports
News
Social Networking
Magazines
Music
Travel
Games
Newspapers
Books
Photography
Medical
39%
38%
27%
23%
22%
22%
22%
20%
19%
18%
15%
14%
14%
11%
9%
7%
The key to success is to create content that is relevant, fun and informative
Which areas should brands get involved in when creating new apps?
Source: Dres Consulting - Base: All Respondents (952)
Where should brands get involved?
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As a result of using an app users have...
• have recommended an app to family/friends (61%)
• visited the developer’s/brands website (33%)
• considered buying a product or service (29%)
Source: Dres Consulting - Base: All Respondents (952)
Driving future actions
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iPad users are committed enthusiasts and brand loyal
Once you’re hooked... 57% use their iPad for at least an hour every day
Content is King: Willing to pay for apps but would rather have free branded apps with no advertising
Presents great opportunity for brands to produce free branded apps with relevant, fun and entertaining content
Brands can maximise on the powerful word of mouth association with a positive and creative app
Source: Dres Consulting
Tablet summary
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… reaches a mass audience70% coverage of UK Adults each month
---… works across a number of different platforms
Both print and digital deliver incremental reach (alongside building frequency)---
… is a natural route for brands to takeSeen as a logical route for brands to reach consumers
---… is appropriate environment for brands
Felt to be a great way to promote brands and services---
… is consumed in depth by consumersBoth print and digital take up significant chunks of consumers media time
---… meets key objectives for readers approval
Trust and relevance is vital to deliver engaging content across all platforms---
… delivers beyond the normContent marketing is more memorable than conventional advertising
Content Marketing...
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… provides a purchase mindsetConsumers are more likely to consider purchases when engaged with content
marketing---
… drives recommendations80% of content marketing consumers recommend brands to others
---… broadens a brands footprint
Regular content marketing consumers are 62% more likely to follow brands on social networks
---… increases brand favourability
61% of content marketing consumers agree it increases brand positivity ---
… influences purchase decisionsOver 1 in 2 content marketing consumers says it has a positive impact upon
purchase decisions
Content Marketing...