content marketing threats, wtf uk is content marketing, november 2016

CONTENT MARKETING THREATSJON CARNEY Chief Digital Officer, McCann Worldgroup EMEA

HERO, HUB, HYGIENE, LONG-FORM, SHORT-FORM, CLICK BAIT, DATA -DRIVEN, VIDEO, IMAGE, TEXT, ILLUSTRATION, ANIMATION, STOP-MOTION, INFOGRAPHIC, 4K, GIFFED, CINEMAGRAPH, SHOPPABLE, VIEWABLE, STATIC, SILENT, BOOMERANG, HYPERLAPSE, SLOW-MOTION, 3D GIFS, STORIES, MOMENTS, DRONE, FILTERS, GEO-FILTERS, STICKERS, LENSES, MASKS, GAMING, VISUAL, AUDIO, HASHTAGS, VIRTUAL REALITY, AUGMENTED REALITY, PR, MIXED REALITY, SPLIT -SCREEN, SHOW-ROOM, MULTI -SPACES, PAID, OWNED, EARNED, RENTED, ORGANIC, BOOSTED, PROMOTED, SPONSORED, USER-GENERATED, CO-CREATED, INFLUENCER, 360, CHATBOT, INTEGRATED, CONVERSATIONAL, CROSS-PLATFORM, SQUARE, VERTICAL, CIRCULAR, AI -GENERATED… CONTENT.

AD BLOCKING

VIEWABILITY

LOAD TIMES / OPTIMISATION

BAD PLANNING

BAD ENGAGEMENT STRATEGY

BAD CREATIVE STORYTELLING

BAD PLANNING

BAD ENGAGEMENT STRATEGY

BAD CREATIVE STORYTELLING

CAN’T GET AROUND THE AD BLOCKERS

NOT EASY TO CONNECT WITH THE CAMPAIGN

NO ONE IS INTERESTED

3 WAYS TO TRIUMPH

AD BLOCKINGVIEWABILITY

LOAD TIMES / OPTIMISATION

GOOD PLANNING

GOOD ENGAGEMENT

GOOD CREATIVE

GOOD PLANNING

TAP INTO BEHAVIOURS THAT ALREADY EXIST (DATA & INSIGHTS)

UNDERSTAND THE CONSUMER CONVERSATION

UNDERSTAND WHERE THE CONVERSATION IS HAPPENING

GOOD PLANNING

GOOD ENGAGEMENT

GOOD CREATIVE

GOOD ENGAGEMENT

BASE YOUR MESSAGE IN ACTUAL CULTURE

In the UK, over 6 in 10 women still haven’t found a foundation that perfectly matches their skin tone.

CHALLENGE

2 NEW DARKER SHADESWIDEST SHADE RANGE98% OF UK SKIN TONES

DEEPER STORY

DIVERSE MARKET+

GOOD ENGAGEMENT

OPTIMISE FOR THE CHANNEL

T A P T O O P E N

GOOD PLANNING

GOOD ENGAGEMENT

GOOD CREATIVE

GOOD CREATIVE

SPARK ARTFUL SURPRISE

WEARABLES

SMARTTV

APPS

EARTH-FRIENDLY

TECH

MOTIONDETECTION

INTERFACEDESIGN

REAT-TIMEDATA FEEDS

SMART CLOTHING

TRACKING

EARLYADOPTION

SUPERCOMPUTING

4KVIDEO

GREENDATA

DIGITALIMAGERY

STATS

DEVICES

TOUCH

DEVICES

GRASSCOURT DATA

NETCORD

UMPIRE’STABLET

WATSON& SOCIAL

HEAT MEASUREMENT

HAWK-EYE

NADAL’SSMART

RACKET

WATSONDATA ENGINE

HIGH-FRAMEVIDEO

CONTENT

DAILY COURT MEASURES

HIGH-SPEEDPHOTOGRAPHY 54, 250

BALLS

FEEDS

WIND

STATDATA

IN PURSU IT of G REATNESS

EARTH-FRIENDLY

TECH

GRASSCOURT DATA

MOTIONDETECTION

NETCORD

INTERFACEDESIGN

UMPIRE’STABLET

REAL-TIMEDATA FEEDS

WATSON& SOCIAL

SMART CLOTHING

HEAT MEASUREMENT TRACKING HAWK-EYE EARLY

ADOPTIONNADAL’SSMART

RACKETSUPER

COMPUTINGWATSON

DATA ENGINE

4KVIDEO

HIGH-FRAMEVIDEO

CONTENTGREENDATA

DAILY COURT MEASURES

DIGITALIMAGERY

HIGH-SPEEDPHOTOGRAPHY STATS 54, 250

BALLS

GOOD CREATIVE

BE PART OF A GREATER WHOLE

GOOD CREATIVE

DISRUPT THE EXPECTED

GOOD PLANNING TAP INTO BEHAVIOURS THAT ALREADY EXIST (DATA & INSIGHTS)

UNDERSTAND WHERE THE CONVERSATION IS HAPPENINGUNDERSTAND THE CONSUMER CONVERSATION

GOOD ENGAGEMENT BASE YOUR MESSAGE IN ACTUAL CULTURE

OPTIMISE FOR THE CHANNEL

GOOD CREATIVE SPARK ARTFUL SURPRISE

BE PART OF A GREATER WHOLEDISRUPT THE EXPECTED

THE FUTURE OF CONTENT MARKETING

FORMATS AR, VR

DISTRIBUTION DYNAMIC CREATIVE THROUGH PROGRAMMATIC

BOTS & AI PERSONALISATION

SOCIAL COMMERCE INFLUENCERS & PLATFORMS

THANK YOU