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#bcmwhatnext
how do you get consumers to love your brand?
by giving them more to fall in love with
MOREentertaining, useful and credible content
digestible and easy to use online assets
pathways to your brand, acknowledging that the way they engage has changed forever
you can exert influence, but you cannot exert control
entertainingrelevanttargeted engagingshareable
content marketing is..
“Think like a publisher, not a marketer”
David Meerman Scott
Marketing Strategist
Source: Custom Content Council
consumers say they feel closer to a brand that publishes content 90%
Source: Custom Content Council
believe that organisations providing branded content are interested in building good relationships with them 78%
Source: Content Marketing Institute and Marketing Professionals 2012
time per day spent consuming content
ensure the content is part of an authentic brand story
1.
2. understand what your customer values
The idea central to content marketing is that a brand must give something valuable to get something valuable in return. Instead of the commercial, be the show. Instead of the banner ad, be the feature story.
3. make sure it is shareable
1,503,224
WHY we shareto bring valuable and entertaining content to othersto define ourselves to others
strategically think long term
develop a rich brand story
know what your consumer values
have a sharing strategy
become a publisher
be agile and topical
consumers want information quickly, and they want it to be easily digestible
800 million people each month one trillion views72 hours of video uploaded every minute4 billion hours of video watched each month
85% of viewers are more likely to purchase after watching a video
Source: Internet Retailer
2.5 billion photos uploaded each monthphotos receive 53% more likes and attract 104% more comments than posts without an image
90 million active users5 million photos per daynearly 4 billion photos uploaded575 likes per second 81 comments per second
one of the top 35 most visited sitesover 82% active users are female
Source: Zabisco Customer Experience Consultants
information transmitted to the brain is visual 90%
Source: Zabisco Customer Experience Consultants
visuals are processed 60,000 times faster in the brain than text
1. less text more visual content
2. use visual content to engage
3. create branded visual
content where people love to be
less text more visual content
up the engagement factor
create visually-led social content
always facilitate sharing
90% of all media interactions are screen based
24% occur on a PC
38% occur on a smartphone
9% occur on a tablet
work and information
connection
entertainment
“As we transition from one screen to multiscreens, Google has enormous opportunities to innovate and drive ever higher monetization, just like search in 2000.” Larry PageCEO Google
“A fundamental business challenge is that the consumer is ahead of where most of us are.”
Sherrill Mane SVP IAB
1. the need for responsive design
2. ‘considerate’ user functionality
use multiple screens sequentially to accomplish a task 90%
of people have used multiple devices sequentially to shop online 67%
3. develop screen specific experiences
of TV viewers use another device at the same time in a typical day
77%
intro to shazaam
ensure that you’ve considered responsive design
develop screen specific experiences
don’t limit conversion goals to just one device
have a mobile strategy
use sign in data to sync customer information across multiple devices
bcm.com.au/3thingswhatnext.bcm.com.au
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