This document discusses trends in content marketing for 2015. It predicts that owned content strategies, where brands build their own publications, will be most effective. It also suggests that brands will need to treat content creation more like running a media company, with an emphasis on understanding audiences and publishing processes. The document also outlines strategies that are less likely to be effective, such as licensed content, blatant advertising, and headline trickery.
We have seen an explosion of social channels and interest feeds over the past decade, sparking a rebirth of content marketing, but where will this end up in the next decade?
Content Marketing has become an important tool for companies who wish to establish their online presence, and create a relationship with their customers / users. However, with the influx of content via Social Media and other channels differentiating oneself from the “noise” is a big challenge. With the growth in various technologies and solutions marketers hope to do just that, as the new year brings on a new view towards content marketing. We asked experts and practitioners of Content Marketing to share their insights and predictions on the future, and various trends that companies should focus on in the upcoming year.
The Deep Focus 2015 Marketing Outlook ReportDeep Focus
Deep Focus' third annual 2015 Marketing Outlook Report explores the nature of two critical elements: intricacies of social media becoming digital marketing and digital marketing becoming simply known as marketing. In the context of a seemingly never-ending deluge of marketing noise, we sift through the highlights and pitfalls of what's next and help guide you through the year and beyond.
The document discusses trends in content marketing and storytelling for 2017. It notes that the days of conventional brand storytelling are over due to everyone having the ability to create and share content. In 2017, brands will need to step back and let audiences shape their own stories through more personal, instant content like short videos and live streams. It also suggests that brands focus on storydoing rather than storytelling by focusing on human interactions and experiences with their brand. Live content is growing in popularity and brands will need to embrace more raw, unedited content styles to engage modern audiences.
Are big brands showing instagram enough love?Simon Preece
The document summarizes the findings of a study on how major UK brands are using Instagram. It found that many brands have no Instagram presence or post infrequently. Even brands that post regularly often fail to clearly define the purpose of their account. The study also identified best practices from brands like L'Oreal Paris, Ford and Specsavers that demonstrate a strong understanding of Instagram.
The Publisher’s Guide to eCommerce: Case StudiesDamian Radcliffe
The COVID-19 pandemic has dramatically affected most industries, including the publishing and media sectors. Arguably, the advertising downturn associated with the pandemic makes it clearer than ever that companies need to diversify their revenue streams.
Facing an "extinction event," as the current crisis has been called, may encourage publishers
to look again at eCommerce and its potential.
In doing this, it makes strategic sense for publishers to identify propositions which build on their existing relationship with audiences; and which play to their strengths. Audience data and insights, coupled with trust and name recognition, are valuable commodities which can be harnessed to support eCommerce activities.
Historically, as BuzzFeed CEO Jonah Peretti noted at the start of 2020, media companies have not done a good job of this. “….A longstanding problem in the media industry where content creators provide the inspiration to buy a new product, go on a vacation, or watch a new show–but don’t capture much of the economic value created," he argued. "This is sometimes referred to as the “attribution problem,” where Google and other middlemen end up capturing value they didn’t create. We see a real opportunity for us to reclaim some of that profit.”
Peretti, as this new report shows, is not alone in this optimism. If publishers can further understand, and anticipate, the user journey - including the role of content as a driver for purchase decisions - then this remains a firm foundation on which eCommerce products and properties can be built.
Our outlook for 2014 is optimistic. As marketers, it has never been a more exciting time. The following things to watch for range from very strategic to very tactical, but all are related in one big way. For marketers, none of them will matter, and none of them will work at all if not driven by a healthy, big idea.
The document outlines 8 provocations about the future of marketing and social brands:
1. Social equity will drive brand value as brands focus on inspiring favorable conversations.
2. Communities will have more value than platforms as people's choices are driven by social benefits not technology.
3. All marketing must add value through meaningful engagements instead of interruptions.
4. Mobile devices are already the most important technology and strategies must focus on mobile.
5. Brands will use recurring themes or "leitmotifs" instead of singular big ideas to tell their story over time.
6. Brands will practice active listening on social media to gain insights instead of just tracking mentions.
7. Experiences
The Future of Social Media: 50+ Expects Share Their 2014 PredictionsBusiness 2 Community
In 2013, we saw a significant rise in video and photo sharing as Instagram, Snapchat and similar platforms helped make "selfie" the word of the year. Twitter also held their much anticipated IPO and "experts" claimed that Facebook was dead. Here is a look at 50+ social media predictions for 2014.
The Case for Advertising in Interactive Digital Magazinesjgordon
"The Case for Advertising in Interactive Digital Magazines" is the first study exclusively conducted on readers of interactive digital magazine readers, as opposed to the majority of digital magazines which are replicas of print magazines. Interactive digital magazines are different becuase they are designed to compete for online readers and are ideal for use on iPad and e-reader devices.
The document discusses how marketing and brands must change and adapt to the new digital consumer reality. It notes that traditional marketing approaches are outdated as consumers are now more informed and connected due to digital technologies. Brands must focus on innovation, experiences, and building emotional connections with consumers in order to succeed. The future of marketing and brands involves more collaboration and co-creation with consumers through digital channels and content.
The document discusses best practices for building an effective brand newsroom. It recommends clearly defining the target audience and establishing an editorial proposition that provides "news you can use" rather than just promoting the brand. It also advises finding an authentic tone of voice and focusing on quality over going viral. The key is producing useful content that addresses issues the audience cares about rather than just talking about the brand.
20 best marketing_and_advertising_campaigns_weve_ever_seenSelf-employed
This document provides summaries of 10 remarkable advertising and marketing campaigns. Some key lessons that can be stolen or borrowed from these campaigns include using simple calls-to-action, finding passionate niche audiences and entertaining them with immersive storytelling, giving audiences ways to participate and share content, releasing frequent and shareable episodic content, embracing disruption and cultivating direct fan relationships, focusing on what makes your brand different, and telling great stories.
This short presentation highlights the new features that you will want to focus on for growing your social media accounts in 2017. It is a short presentation with bullet points.
DJ Khaled's Major Keys to Success on Social MediaCarlos Gil
Inspired by one of Snapchat’s biggest success stories, DJ Khaled, here are 10 things that you should know and be doing in your business to crush it on social media.
#OgilvyCannes 2014 Social Impact Report at #CannesLionsOgilvy
MediaWeek:
"Ogilvy also had the most prominent unofficial hashtag at the event, #ogilvycannes, which accounted for 82 per cent of mentions of unofficial hashtags with 27,132 mentions."
"Ogilvy demonstrated the value of a well-oiled social machine, with its own strategy playing a significant role in driving the agency to the top of the brand charts."
Salesforce quote: “Ogilvy was the dominant brand at Cannes Lions 2014, clocking 22,652 mentions online [during the week]. It jumped in early with a well-executed social strategy that even propelled Abraham Lincoln into one of the leading celebrity spots over the opening weekend – quoting his famous stance that ‘the best way to predict your future is to create it.’”
Links:
MediaWeek: http://www.mediaweek.co.uk/article/1300680/ogilvy-crushes-google-twitter
Salesforce: http://www.slideshare.net/ExactTarget/saturday-36254344?ref=http://www.mediaweek.co.uk/article/1300680/ogilvy-crushes-google-twitter
BuzzRadar: http://www.buzzradar.com/the-power-of-storytelling-cannes-lions-2014/
This document provides a summary of social media trends for 2018. It identifies 5 key trends: 1) Businesses will face increased cyber risks and cyber attacks via social media, 2) Privacy, data and regulations will remain at the forefront, 3) Communication will be increasingly weaponized on social media, 4) Social platforms will add new technologies like video, messaging and augmented reality, and 5) Employees and clients will continue becoming more social and mobile focused. The document provides insights and statistics on each trend to explain the challenges and opportunities they present for businesses in the coming year.
Social Media Marketing: 50+ Predictions for 2016Carlos Gil
Social media predictions for 2016 featuring insight from marketers and professionals.
50+ marketers were polled and asked the following questions:
What's your social media prediction for 2016?
What will be the most important social media channel in 2016 and why?
Thank you to everyone who participated including: Aaron Kilby, Aaron Lee, Adam Lewites, Adel de Meyer, Ahna Hendrix, Albert Qian, Anabella Acoca, Anthony DeNardis, Ben Phillips, Bernie Borges, Chris Barrows, Chris Mikulin, Chris Strub, Christian Karasiewicz, Christin Kardos, Daniel Newman, Dennis Yu, Dino Dogan, Dom Garrett, Ekaterina Walter, Ian Cleary, Jason Miller, Jason Falls, Jed Record, Jess Bahr, Jessika Phillips, Joel Comm, Kasey Skala, Keri Jaehnig, Lisa Loeffler, Lucy Rendler-Kaplan, Marc Guberti, Marji J. Sherman, Mark Schaefer, Marsha Collier, Martin Jones, Martin Shervington, Meghan M. Biro, Melonie Dodaro, Michael Stelzner, Mitch Jackson, Esq., Neal Schaffer, Nick Cicero, Owen Hemsath, Rachel Miller, Ryan Paugh, Ryan Pena, Saba Sedighi, Samantha Klein, Sarah Evans , Tayo Rockson, Ted Coiné, Vincent Orleck, Viveka von Rosen, and Nick Haase.
How to prepare your business to succeed in a Millennial driven market. 21 goals to empower you and your business to be an industry leader in a millennial driven environment. Better yet, a multi-generational selling machine.
The document discusses 7 social media trends for 2018:
1. Visual search starting to enter the mainstream, enabled by technologies like Google Lens and camera-based searches on platforms like Pinterest.
2. Social commerce becoming more prominent as platforms introduce new shopping features and audiences warm to the idea of direct purchasing on social media.
3. Bots transitioning from conversational interfaces to structured menus and formats resembling mobile websites to improve the user experience.
4. Instagram strengthening its influence over shopping habits and brand partnerships due to its highly visual nature and growing audience.
5. Algorithms becoming a hot topic again as Facebook trials changes prioritizing friends over brands and publishers, potentially impacting organic reach.
Dentsu Aegis Network - Quarterly on content marketingiProspect Norge
This document discusses content marketing from Dentsu Aegis Network, a marketing agency. It provides definitions and perspectives on content marketing, including that it is marketing using content rather than advertising. Content can take many forms, such as videos, text, pictures, apps, and physical objects. It can be distributed through bought, owned, and earned media channels. The document discusses how content marketing can be used at different stages of the consumer purchase process and decision journey. It also provides perspectives on using content marketing from both a marketing and communications planning viewpoint, including how it can be used to increase a brand's mental availability and build new associations with consumers.
Content Marketing: new introduction to an old marketing ideaPeter Sigrist
Content marketing - the latest new idea to hit to world of marketing, or just an old idea rebadged? I argue that although content marketing has been around for years, it nevertheless deserves attention because it encourages companies and brands to think more clearly about content, audiences and measuring performance.
Visual content like videos on platforms like Vine, Snapchat, and Instagram will continue growing in popularity in 2015. Short videos under a minute are effective at targeting the right audience and sharing key information quickly. Social commerce also took steps forward in 2014 and will continue evolving, making the purchase process simpler through features like "Buy" buttons on social networks. However, brands must focus on customer engagement and building genuine relationships before engaging in social media sales. Contextual targeting of social ads will also continue improving in 2015 based on user data and behaviors.
SearchLove San Diego 2017 | Tom Critchlow | The State of ContentDistilled
It’s time for a look at the landscape of content in 2017. Tom has worked with content businesses large and small, and will walk through the trends and technologies that shape content distribution today. Looking at different platforms, business models and influencers, there will be insights for anyone who publishes content to the web.
HOW FORD MOTOR COMPANY MOVED FROM CONTENT PROVIDER TO CONTENT CR.docxwellesleyterresa
HOW FORD MOTOR COMPANY MOVED FROM CONTENT PROVIDER TO CONTENT CREATOR.docxHOW FORD MOTOR COMPANY MOVED FROM CONTENT PROVIDER TO CONTENT CREATOR
Source: http://www.socialmedia-forum.com/smwf-2015-in-pictures/
Why Ford of Europe’s Vice President of Communications and Public Affairs Mark Truby, a former newspaper business editor, worries about whether his company’s content is worthy of reading aloud over the breakfast table and how the launch of a new car in Germany with just 300 media present became the number one trending subject on Twitter and was watched in full by more than 360,000 people around the world. Ahead of #SMWF this June we wanted to find out more from the man himself:
1)Mark your focus is very much about creating content and storytelling but how do you manage that? What do you need to consider?
“Over the past four years we have moved from a Ford of Europe communications team focused primarily on media relations and servicing the automotive press to a team focused first and foremost on constant storytelling to a broad spectrum of media and audiences. This was a major strategic shift and required new skills and resources.
We created a content team with writers, photographers, videographers, graphic artists – people with strong backgrounds in print, broadcast and digital journalism. We augmented our Ford team with new talent on the agency side to help us tell more compelling stories and reach new audiences – such as tech, design and lifestyle press, as well as bloggers and digital influencers.”
2)What are the key elements to consider when creating any content or story for Ford and what can other businesses learn from your approach?
“We try to keep it simple and ask ourselves a few questions. Is the story interesting enough that a news editor would just have to have it for their newspaper, TV broadcast or website? Would the average person find it interesting enough to read or view, and share online? Would a husband read it aloud across the breakfast table to his wife, for example?
You have to be really honest with yourself on these questions or you will waste time and effort on the low-value stories. If a story passes those first hurdles, then we ask whether the story – once read or watched – could truly improve our corporate reputation or raise someone’s opinion of our vehicles and technologies. We have all read a story or seen a feature on TV that forever changed our perception of a person, company or organization. We quote it to friends or share it on Twitter.
This is the power of great storytelling whether you are creating it yourself or working with journalists. So, simple rules but a difficult task. It takes a lot of creativity and hard work to create content that is entertaining, interesting and meaningful.”
3)How can you reach new audiences most effectively through social media and how is this different to the traditional days of PR?
“Certainly online video, infographics and other forms of digital storytelling are amaz ...
Clever content marketing campaigns to inspire youGoodman Lantern
Content marketing is an effective lead generation tool, but coming up with ideas for content marketing campaigns can sometimes be a pain in the rear. If you’re finding that your idea bucket is running dry, you’re not alone. According to Zazzle Media, 65% of companies find it challenging to produce engaging content, while 60% struggle to produce content consistently. Unfortunately, content marketing is all about consistently producing engaging content to keep your visitors coming back, and hopefully turn them into customers. Producing lacklustre content on an irregular schedule means you’re losing out.
To help you keep your momentum going, we’ve compiled a list of some brilliant content marketing campaigns. We hope they inspire you!
What is Content Marketing? (For The Effective Content Marketer) Shana Pilewski
Content marketing has become the preferred strategy to attract consumers and build long-term customer relationships. This crucial and informative white paper demystifies content marketing so that more marketers, like you, can more easily benefit from the content marketing opportunity.
Join our Content Marketing Newsletter for weekly insights, industry news, best practices and tips: http://eepurl.com/VDUEn
2015 Social Media Planning - Which sites to use and the benefits of the 4 main sites. Or if you wish to outsource your Social Media or discuss further please contact info@askpro-activemarketing.co.uk
How content marketing ruined content marketing (And what you can do to fix it)Omobono
Content marketing is over.
Or at least content marketing as we know it. Worn out. Used up. Over.
Don’t blame the audience for this, blame yourself; blame marketers. Blame marketing.
We did this to ourselves when we learned about content marketing – like a favourite old toy, a trusty pair of shoes; we latched on, we overdid it and this is why we can’t have nice things.
Birnbach Communications Predictions for 2014NormanB
This is Birnbach Communications' annual media, social media, marketing and technology predictions. It covers trends and implications regarding traditional media and social media as well as business and consumer technology.
The 2017 Fjord Trend Report offers an in-depth look at the eight most important developments we believe will influence and impact design and innovation for business, government and society in the coming year.
The document discusses trends in augmented reality (AR), virtual reality (VR), and mixed reality (MR) technologies, noting that while 2016 saw increased adoption and awareness of these technologies, most organizations' approaches to developing experiences with them remained siloed and lacked integration. In 2017, the document suggests, organizations will move beyond treating AR, VR and MR as separate and will instead focus on creating singular, integrated experiential platforms that combine different types of reality into "blurred reality" experiences.
Want to ensure your PR is effective? Check out The Most Important PR Checklist for Success in 2019. This includes 10 must-do tactics from brand journalism to influencer and word of mouth marketing to storytelling. And what you need to do and keep in mind.
Check out our most recent eBook which gives a comprehensive breakdown of the differences between Paid, Owned, and Earned media and how digital marketers can use this to amplify their content using LinkedIn and beyond.
This document provides guidance for social media marketing planning in 2017. It begins with an introduction and overview of the guide's contents. It then looks back at trends from 2016, such as advertising dollars moving to Google and Facebook, growing ad blocker usage, social media emerging as the new television, and the impact of Instagram stories. The document advises marketers to leverage trends like the decline of traditional television by using social media for creative, experimental content to engage audiences. It also suggests that while user-generated content on Instagram showed only slightly higher engagement, soliciting such content can help create more compelling branded content.
How To Build the Perfect Content Team: a Look at Content Companies by Tom Cri...We Are Marketing
This document profiles a digital marketing expert with 10 years of experience in SEO, content marketing, and digital strategy. They have helped both large media clients like The New York Times as well as startups. Currently, they run their own boutique digital strategy consulting practice and are interested in chatting with others about content-related work.
The Future of Content Marketing: 10 Things to Consider Today
Over the last few months. Joe Pulizzi has been sharing exclusive insights in CMI’s weekly newsletter, The Content Marketing Revolution. These tips are things that struck him each week, but when we looked at them in total many had a theme: they help marketing leaders prepare for the future of content marketing. The ideas range from big to small and quick to implement and a bit longer-term, but all are things you should be thinking about today. For more exclusive insights from Joe, subscribe to The Content Marketing Revolution. What do you really need to know to prepare for the future of content marketing?
The document discusses several key trends and strategies for the future of content marketing based on insights from Joe Pulizzi, including focusing content on fewer high-value audiences, evaluating internal content creation, allocating resources to experimental "10%" projects, investing in audio content like podcasts, establishing clear objectives and measuring outcomes for all content channels, and leveraging native advertising opportunities on publisher platforms to build own audiences.
Vietnam internet user’s behaviour 2016 is collect and report base on the reliable source of information in which I would like to summary some useful data providing for my marketing planning.
This document provides information about the 5th edition of the eMarketing textbook. It was written by Rob Stokes and the Minds of Quirk. Some key details include:
- The subtitle was changed to reflect that digital is now integrated into all aspects of marketing rather than being a separate channel.
- Over 1000 academic institutions globally now use the textbook, which is available for free online.
- This edition features expanded chapters on market research, content strategy, user experience design, video marketing and mobile marketing.
- Vouchers for marketing tools and services are included with printed copies to encourage purchasing the physical book.
Contextual Marketing And The New Marketing ContractXuân Lan Nguyễn
The document discusses the rise of Generation C, which refers to connected customers across all generations who live digital lifestyles. It argues that context is now the most important factor for meaningful customer engagement and marketing. Context provides an understanding of customers within specific situations. The document provides examples of how companies can use contextual marketing strategies that are informed by customer data and tailored to different points in the customer journey. It highlights how real estate company Redfin improved engagement metrics by 20-30% by personalizing messages based on customers' contexts and stages in the home buying process.
Vietnam has experienced major economic and social changes over the past few decades that are shaping its consumer landscape. After gaining independence from France in the 1950s, Vietnam opened its economy and saw rapid GDP growth starting in the 1980s. It has since developed a growing middle class, especially among youth and urban populations. However, traditions still play a large role in many families and rural areas. The document discusses the tensions between modern and local influences, as well as changing social values around gender, parenting, and success that are impacting consumers.
This is a Report about Us Digital Future in Focus (especially in Mobile, Social, Video,..) from Comscore that I appreciate a lots.
In this report, they examine some of the most important sectors of the digital media ecosystem to show how the landscape has changed, who is leading the way, and what it all means for the year ahead – and beyond. It is an exciting time in digital and we hope this exploration of today’s key issues helps put the Digital Future in Focus.
Customer Decision/buying Journey cũng là một nội dung trong workshop Approaching customer on Digital Channel của Moore Corp, nhấn mạnh rằng hành vi người dùng đã thay đổi rất nhiều dưới tác động của công nghệ.
New Media 2015 là một nội dung trong workshop Approaching Customer on Media Channel do Moore tổ chức, giới thiệu cho người tham gia các media mới như: Local Based Marketing - wifi ads, Remarketing và Local Business Ads của Facebook
Approaching Customer on Digital Media ChannelXuân Lan Nguyễn
Approaching Customer on Digital Media Channel là chủ đề cũng như là nội dung chính của buổi workshop do Moore tổ chức, giới thiệu cách thức tiếp cận người dùng trên các kênh như Display, Social, Search, Email,...
ONLINE TRAVEL - Người dùng và hoạt động Online Marketing Xuân Lan Nguyễn
ONLINE TRAVEL - Người dùng và hoạt động Online Marketing.
Phần 1: Online Tour Booking
Báo cáo được xây dựng bởi Moore Corporation, với sự cộng tác dữ liệu với iTracker và Datasection cùng sự hỗ trợ truyền thông của Digitalk và Brandsvietnam.
Đây là báo cáo thứ 8 trong chuỗi Digital Activities Report theo ngành của Moore Corp kể từ ngày đầu tiên công bố vào tháng 08 năm 2014.
Chúng tôi rất hoan nghênh mọi sự đóng góp của độc giả về Digital Activities Report để chúng tôi có thể hoàn thiện hơn nữa.
Xin chân thành cảm ơn.
Nhóm thực hiện.
Vietnam Digital Landscape 2015 nhằm cung cấp cho độc giả bức tranh toàn cảnh về Digital Marketing 2015 tại Việt Nam.
Vietnam Digital Landscape 2015 được thực hiện dựa trên tổng hợp những nguồn thông tin tin cậy đã được công bố, cũng như những ước tính của Moore Corp, nhằm cung cấp cho độc giả bức tranh toàn cảnh về Digital Marketing tại Việt Nam.
Bức tranh tổng thể của Digital Marketing sẽ được phác thảo với 7 nội dung chính về thị trường, người dùng, hành vi, xu hướng về mobile, social, e-commerce,.. và phụ lục về Vietnam Advertising Landscape 2015.
Nhóm thực hiện rất hoan nghênh mọi sự góp ý của bạn để báo cáo Vietnam Digital Landscape được hoàn thiện hơn ở những lần sau.
Xin cảm ơn.
E-learning: Người tiêu dùng và hoạt động quảng cáo trực tuyến của doanh nghiệp. Xuân Lan Nguyễn
E-learning: Người tiêu dùng và hoạt động quảng cáo trực tuyến của doanh nghiệp.
Báo cáo được xây dựng bởi Moore Corporation, với sự hỗ trợ truyền thông của Digitalk và Brandsvietnam
B2C Ecommerce: Người tiêu dùng và hoạt động quảng cáo trực tuyếnXuân Lan Nguyễn
B2C Ecommerce: Người tiêu dùng và hoạt động quảng cáo trực tuyến của doanh nghiệp.
Báo cáo được xây dựng bởi Moore Corporation, với sự hỗ trợ truyền thông của Digitalk và Brandsvietnam
The document outlines a content marketing framework with 5 questions to consider: Who is the target audience, Why they will listen, What type of content to create, Where to distribute the content, and When to publish. It provides examples of defining audience niches like "SG24H" young professionals and creating relevant content like restaurant recommendations. The framework emphasizes understanding the audience, creating useful content for them, and distributing through their preferred platforms and times.
This document is a report published by the Vietnam Internet Network Information Center (VNNIC) in December 2014 summarizing Vietnam's internet resources for the year. It provides data and analysis on the growth and development of internet resources in Vietnam, including the country code top-level domain (.vn), Vietnamese internationalized domain names (IDN.vn), IP addresses, autonomous system numbers, the Vietnam National Internet Exchange (VNIX), and DNS usage. The report found that internet resources in Vietnam grew rapidly in 2014, with .vn domain registrations surpassing 1 million, IDN.vn registrations reaching 1 million, and Vietnam's national IPv6 network being officially launched.
Báo cáo: Ngành thực phẩm chức năng và hoạt động quảng cáo trực tuyếnXuân Lan Nguyễn
Báo cáo: Ngành thực phẩm chức năng và hoạt động quảng cáo trực tuyến của doanh nghiệp
Báo cáo được thực hiện bởi Moore Corporation, với sự hỗ trợ truyền thông của Digitalk và Brandsvietnam
Báo cáo ngành Sữa và hoạt động quảng cáo trực tuyến của doanh nghiệp. Xuân Lan Nguyễn
Ngành Sữa: Người tiêu dùng và hoạt động quảng cáo trực tuyến của doanh nghiệp.
Báo cáo được xây dựng bởi Moore Corporation, với sự hỗ trợ truyền thông của Digitalk và Brandsvietnam
Báo cáo ngành bia và hoạt động quảng cáo trực tuyếnXuân Lan Nguyễn
Ngành bia: Người tiêu dùng và hoạt động quảng cáo trực tuyến của doanh nghiệp.
Báo cáo được xây dựng bởi Moore Corporation, với sự hỗ trợ truyền thông của Digitalk và Brandsvietnam
Join us for an inspiring session where we delve into the transformative power of Artificial Intelligence (AI) and Extended Reality (XR) in digital marketing. In today's rapidly evolving landscape, staying ahead requires more than just awareness—it demands proactive engagement and strategic implementation. Leslie Marshall, CMO, Mesmerise Group, will share insights into how emerging technologies like AI and spatial computing are fueling the next generation of marketing. Leslie's journey exemplifies how embracing new technologies can empower marketers to better understand and attract the right customers, ultimately supporting exceptional experiences. In this session, Leslie will highlight how marketers can adopt an explorer's mindset, encouraging them to ask probing questions and navigate through the intricacies of new tech fearlessly. Leslie believes that curiosity is not only a tool for understanding emerging technologies but also a driver for long-term success and innovation in any marketing career. Attendees will leave the session with a 5-step plan for marketers to leverage new technologies to revolutionize their marketing strategies. Looking ahead, let's ask the right questions, define precise metrics, and embrace a forward-thinking approach that aligns with the evolving needs of both the market and the customer. The future of digital marketing awaits—are you ready to seize it?
Key Takeaways:
Attendees will leave the session with a 5-step plan for marketers to leverage new technologies to revolutionize their marketing strategies. Looking ahead, let's ask the right questions, define precise metrics, and embrace a forward-thinking approach that aligns with the evolving needs of both the market and the customer.
Step-by-Step Guide to Social Media Advertising.pdfnivedhithas9
A Step-by-Step Guide to Social Media Advertising involves creating a strategic plan that includes identifying your target audience, choosing the right platforms, crafting engaging content, setting a budget, and analyzing performance metrics to optimize future campaigns. This approach ensures effective and efficient promotion of products or services on social media platforms.
Lynzee Giamalva - Personal Brand Exploration Kitladylynzee
I have developed a brand identity kit for my personal brand for an assignment in the Digital Marketing Bachelors of Science Degree Program at Full Sail University.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Revolutionizing Advertising with Billion Broadcaster Standee Screen MediaVikasYadav194549
Billion Broadcaster's standee screen media is revolutionizing the advertising landscape with innovative digital screens placed in high-traffic areas such as malls, airports, and residential complexes. These dynamic screens capture attention with vibrant multimedia content, offering a visually engaging platform for advertisers.
It’s been a difficult few years for Facebook Ads due to signal loss from iOS/Firefox/Chrome and the associated loss of ad targeting precision and ROAS. In this session, delve into 100% new high-impact strategies for thriving in Facebook advertising in a world without 3rd party cookies.
You'll uncover the top 7 Facebook ad hacks of 2024, all centered around first party ad signal data restoration and how to coax the new default Meta Audience+ ad targeting system to do what you want it to do, each backed by solid results and case studies. Learn how to skyrocket your landing page conversions by 20-25%, how to scale ads like never before, and target niche audiences with strategies that defy traditional norms.
Plus, gain insights into critical privacy regulations and how to maintain a full compliance therein.
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Content marketing is the only marketing left.
-SETH GODIN
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I. Introduction 4
II. What Will Work in 2015 9
III. What Won’t Work in 2015 13
IV. Where We’re Headed 19
Table of Contents
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This morning I woke up, stretched, and said to myself, “You know what I could really use today? A
relationship with a brand.”
That’s not true. (Not even the stretching.) But someone in nearly every company in America woke
up today wanting to build a relationship with me.
More precisely, today’s savvier brands are trying to win me over by creating stories and games and
movies and educational materials they think I’ll like instead of interrupting me with ads I don’t care
about or trying to butt into my social life. In other words, trying to be “friends” with me the way real
friendships are formed.
That give-first mentality is the essence of a good relationship. It’s also increasingly true of content
marketing, which as of 2015 is officially the fastest-growing marketing channel for most businesses.
(For a primer on content marketing and all its definitions, see our Content Marketing Dictionary.)
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If the 21st century is the era of
democratized publishing, the
2010s are the decade of brand
publishing.
And 2015 is a year of convergence, where the content business
further shifts from a media-corporation model (make content,
sell ads) to a corporate-media model (make content, get custom-
ers). This is happening to both traditional and new publishers.
(Read more on the future of business models of journalism here.)
Before the Internet, content marketing was the domain of a small
number of companies that had publishing in their DNA—really,
media companies that had something to sell. Cookbook mak-
ers who sold kitchen supplies. Business newswires that sold
computer terminals. Today, between 80 and 90 percent of U.S.
businesses use content for marketing in a strategic fashion. Half
of those businesses spend 25 percent of their marketing budgets
on content.
MEDIA
COMPANIES
COMMERCIAL
BRANDS
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In 2014, brands did more content marketing than ever. (We high-
lighted the best branded content of 2014 here.) Everyone and their
pet ferret started a content marketing agency. Agencies (creative,
media, and PR) skated onto the content marketing rink en masse.
And in the process, three main content marketing strategies
emerged:
Owned content: publishing to one's own publication. E.g., GE
Reports and Amex OPEN Forum. This is an "always-on" content
marketing strategy, often promoted by PR and creative agencies,
or run internally by brands willing to make long-term invest-
ments in content marketing.
Rented content: paying a publisher to publish an advertiser's
content (whether written by the advertiser or by the publisher).
E.g., This beautiful piece for Cole Haan created by The New
York Times' T Brand Studio, or these bonkers sponsored listicles
on BuzzFeed. Typically, these are labeled "sponsored content,"
and are promoted by media buying agencies (who aim to make
profit by selling content like they do advertising inventory) and
traditional media (who aim to further monetize their publications
through brand content).
Social content: using "micro content" to spark conversations and
build communication channels on social networks. Essentially,
this is social media marketing, but people call it content mar-
keting or social content. E.g., the many, many pancake GIFs that
Denny's posts to Tumblr. (Read more about "microcontent" and
other content marketing buzzwords here.) PR and social media
agencies typically push this strategy.
These strategies are being powered by a new world of technology
platforms, sponsored content studios, and content distribution
services, as you’ll see in the map on the next page.
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At Contently, we’ve experienced all sides of this world. Our tech-
nology platform helps power brands like American Express and
Coca-Cola that have built publications that millions of people
visit each month, and we grew as a brand publisher ourselves
in 2014—dramatically so. The Content Strategist quadrupled in
audience, garnering a million minutes of attention time in Q4.
(Read more on Contently Insights and the importance of atten-
tion time here.)
As a result, we’re fortunate to see a lot of industry trends before
they unfold. Here’s what we see happening in the next 12
months:
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What will work in 2015
Before the Internet, publishers needed three things: talent to find and produce stories, a press to print
stories, and trucks to deliver stories to newsstands and doorsteps. Back then, publishers learned about
their stories’ effect on their audience via newsstand sales figures and letters to the editor (and some-
times changes in politics and society). Humans and analog technology did each of these jobs for
centuries.
That was the common model that worked for analog publishers: Produce stories, deliver them to the
audience, and use audience clues to divine what worked and didn’t.
In the Internet age, smart digital publishers—folks like BuzzFeed and Mashable—have essentially used
the same process with new tools: Use tech-savvy talent to find and produce stories and print them to
the web using a content management system (digital “printing press”), send the stories out to audiences
via social media and native advertising (digital “trucks”), and measure the results using analytics (digital
“newsstand figures”). Really smart publishers use those analytics to inform their next round of publish-
ing.
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At Contently, we boil down that process of being an effective
publisher to “C.E.O.”: create, engage, optimize. We call it the
flywheel:
CREATE
EN
GAGE
OPTIM
I
Z
E
At many brands, what used to
be an audience-reaching effort
is increasingly shifting to an
audience-building effort.
Instead of treating content as ads with a shelf life, they’re seeing
content as a way to build an asset. This has increased in priority
as social networks tweak their algorithms, making it clearer that
brands don’t truly own their audiences.
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That’s where the flywheel becomes the proper paradigm for
content marketers as well. When you organize a content mar-
keting strategy around these three audience-building initiatives,
the optimal place for using owned versus rented versus social
content becomes clear:
In 2015, we’re going to see
more companies converge
their disparate content
strategies into one strategy
that points toward owned
content first.
brands building their own publications and using rented and
social content as mechanisms for drawing audiences to their
own turf. There, the brands have an opportunity to build direct
relationships with their readers and viewers. As such, we’ll see
a lot more emphasis on racking up email subscribers (where
a brand has direct access to its audience, Facebook algorithm
changes be damned!) and less emphasis on building social media
followings. Instead, social will be properly viewed as a channel
for distributing your content and attracting readers who will
become direct email subscribers.
CREATE
EN
GAGE
OPTIM
I
Z
E
OWNED CONTENT
RENTED CONTENT
SOCIAL CONTENTOWNED CONTENT
OWNED CONTENT
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This owned-first, rent- and social-second strategy is going to be
the most effective plan for brand publishers moving forward. In
fact, the brands that have gotten the most bang for their content
buck—and who get the most sustained industry cred—are the
companies that have jumped all in on owned content: Red Bull
(with its separate business unit for media, Red Bull Media House),
American Express (disclosure: a Contently client), and Marriott,
which just went all-in by building a 65-person content studio.
(For more on the optimization piece of the flywheel and the ROI
of content marketing for B2B and B2C brands, see our guide
here.)
To make the flywheel work, content marketers can no longer
ignore software. And as I mentioned before, technology compa-
nies are racing to provide solutions across each piece of it. Here,
for example, is how we use some of the primary players on that
tech field (including our own products) to make Contently’s own
flywheel work:
CREATE
EN
GAGE
OPTIM
I
Z
E
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What won’t work in 2015
In the last few years, our neighbors have learned a few brand content lessons for us the hard way. Here’s
what won’t work for brands in 2015 and beyond:
NON-INDEPENDENT NEWS
In 2014, we witnessed the boisterous rise and messy explosion of Verizon’s brand publication, Sugar-
String. The cause of the crash? Verizon tried to do “the news” as a brand with a stake in shaping said
news, banning coverage of sensitive topics like the NSA. As I wrote in my recent essay about business
models of journalism, brands can thrive as publishers of education and infotainment, but will have a
hard time acting like news organizations. To be honest, they shouldn’t even try.
Read more on the SugarString snafu and the lessons learned here. The main message: Brands can be
great magazines, but ought not to try being digital newspapers.
Inauthentic content—like the “health” stories by Chik-fil-a documented in this story—won’t work for
brands in the long run either. The common element to both of these is the refrain we repeat every day
here and cite in our Content Marketing Code of Ethics: Don’t betray the reader.
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I talked about this in last year’s State of Content Marketing, but
I’m mentioning it again because we have another year of data to
confirm:
For brands, licensed content simply doesn’t work.
Zero brands got organic traction, attention, or built an audience
using licensed content in 2014. Many tried, and 100 percent
flopped.
If you’re trying to build a relationship with someone in real life,
re-gifting them something they could easily get on their own is
a bad strategy. Telling them a story they already heard is a bad
strategy.
“Syndicated content is like
giving popcorn to children,”
Moz’s Cyrus Shepard
recently told me. “It will keep
them busy for a while but thats
it.
I think all the value is having something original.” Furthermore,
he says, the SEO implication of a content strategy based on pub-
lishing other people’s content is “dangerous.”
Google rankings aside, if you’re trying to build audience as a
brand, a blog that’s populated with stories that were already
CONTENT LICENSING
published elsewhere is not going to get them very interested in
visiting your website.
Because of social media, the era of the aggregator portal is over.
Today’s big remnant portals—Yahoo, MSN, etc.—increasingly cre-
ate original content in additional to the content they syndicate.
The biggest portals today for aggregated/curated content are
simply Reddit, Twitter, Facebook, Tumblr, and the like. A brand
like Nike or Ford is not going to compete with those websites
on that battlefront. But the reverse strategyis effective: Nike or
Ford can leverage portals and aggregators to spread their original
content.
As a wise ad man once said, “It is better to be syndicated than to
syndicate.”
Licensed content has been an attractive proposition because it’s
cheap and easy. It’s a terrific proposition for ad-supported media
companies that already have audience and need more page
refreshes to sell more ads against. But it doesn’t build audience.
And for brands, it simply doesn’t work.
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“The thing at the end of this story is gonna be crazy!!” <— Headline you’re going to be seeing much
less of this year.
Facebook is getting sick of deceptive headlines that pull you in with a tease and then let you down.
Algorithms are changing, and readers are getting more savvy. So click-throughs on stories that
begin, “You won’t believe what...” are going to plummet. But more importantly, good headlines with
bad content behind them don’t result in people spending much time with you, and therefore don’t
help brands build audiences. If you want to build a relationship with someone in real life, you need
to spend time with them. That’s why brands looking to build relationships with customers ought
to think of “engaged time”—or how much time people are actually paying attention to content—as
their most important metric.
Data shows that engaging with content longer makes people more likely to come back to a brand
later. See that 3-minute engaged time mark? That’s a magical point to hit because it corresponds
with a 50 percent-plus probability that the reader will return to your site within the next week.
ENGAGEMENT AND PROPENSITY TO RETURN
0:00
20% 60%
1:00 2:00 3:00
HEADLINE TRICKERY
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But tricking people into showing up? That does little good. We will see brands get better at writing
engaging headlines, yes, but we’ll also see content that matches the expectations that those head-
lines set.
At the end of the day, great stories are still the
thing that will drive success.
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We probably will continue to see more “Oreo tweet” behavior as brands perpetuate the fad that is
Twitterjacking (latching onto a cultural event by posting a clever photo on Twitter and trying to
incorporating your brand into said event). We’ll see more of it because agencies can charge an arm
and a leg to build “war rooms” that sit around and make these. But most brands haven’t caught on to
how useless it is for audience-building (in most cases).
Leaner social content efforts will be a part of a good content strategy, under the “Engage” section of
the flywheel, but employing a dozen agency folk to produce a photo of a pizza with a bow tie that
gets 1,000 retweets is a monumental waste of money.
(For a breakdown on the costs and benefits—or lack thereof—in real-time social campaigns that
brands are in the habit of today, see this recent analysis.)
TWITTERJACKING
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This one almost goes without saying because it’s obvious. But apparently it’s not obvious enough
for it to stop happening. Sponsored stories that read like an infomercial are a worse Internet experi-
ence than being flashed by a furry on Chatroulette. Blatant ads masquerading as content do nothing
for a brand, and they hurt publishers’ relationships with existing readers.
This stuff won’t work. No matter how many times you try it.
BLATANTLY PROMOTIONAL SPONSORED CONTENT
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The marketing industry has been saying for years that “brands are publishers.” And brands are defi-
nitely publishing. But so far, most of them make pretty crappy media companies. With the shift to
an owned-first content strategy, brands are going to have to address that fact.
What’s needed? Deep understanding of audiences that you’re speaking to. The ability to capture
audience. The ability to run a publishing operation like a real magazine, with software and process
and an appropriate amount of oversight (that means empowered editors and managers, but not
fleets of corporate approvers). Essentially, the infrastructure and process to run a real publishing
flywheel.
Since the launch of Blogger and WordPress, and subsequently Facebook and Tumblr and Twitter,
Content has been a Marketing Thing, but it’s sat on Marketing’s back burner. At the rate that content
marketing (and digital content consumption itself) is accelerating, however, I believe that
2015 is the year that Content starts to subsume
Marketing.
Where we’re heading
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In other words, in order to create a real publishing flywheel,
marketing organizations that used to look like this:
Other things to watch for in 2015: an increase in emphasis
on divisible content, using traditional banner ads to advertise
content instead of landing pages, using chat apps to engage audi-
ences in riskier ways, and a lot more email content.
And I think I’m going to pick up stretching. It’s going to be a fun
year.
will increasingly look like this:
MARKETING
PAID SOCIAL SEO CONTENT CONTENT
SOCIAL SEO EMAIL
PAID
DISTRIB.
CONTENT
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Content marketing may still be the shiny new toy of the advertising industry, but brands that want
to create content are beginning to learn how to best spend their sacred budgets.
Clearly, there’s plenty of room for growth. According to a recent study by the Content Marketing
Institute, only 23 percent of B2C marketers are successful at tracking ROI. Everyone points to Red
Bull, GE, and American Express as the all-stars of content marketing, but aspiring content marketers
likely need some of the resources afforded to those best-in-class brands—a stable supply of time,
money, and analytics that take the guesswork out of their jobs.
Ultimately, the fate of content marketing isn’t in the hands of the marketers pushing for creativity
on a daily basis; the future depends on a dedicated investment from the executive level. American
Express President Ed Gilligan, for example, fully supported OPEN Forum’s initiative to publish small
business content. Marriott International’s chairman, Bill Marriott, who doesn’t use computers, still
saw the value of telling his company’s story directly to consumers and has invested heavily in con-
tent.
Thanks to an early commitment from the executive level, Red Bull now employs approximately 135
people just for their media house. Marriott’s content studio has grown to 65 employees, and Nestlé’s
digital editorial team consists of almost 20 community managers and designers producing content
every day. And according to the Columbia Journalism Review, Coca-Cola “now reportedly spends
more money creating its own content than it does on television advertising.”
(Full disclosure: Coca-Cola, GE, and American Express are Contently clients.)
In 2014, many brands tested the waters, and a few dove in headfirst. In 2015, we’ll see how many
follow.
Conclusion
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Want more insights into the
state of content marketing?
For daily insights, subscribe to our online magazine,
The Content Strategist.
And if you’d like to talk to someone about Contently’s services,
please reach out to us at sales@contently.com
or visit contently.com.
contently.com