content marketing threats, wtf uk is content marketing, november 2016
TRANSCRIPT
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CONTENT MARKETING THREATSJON CARNEY Chief Digital Officer, McCann Worldgroup EMEA
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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.
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AD BLOCKING
VIEWABILITY
LOAD TIMES / OPTIMISATION
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BAD PLANNING
BAD ENGAGEMENT STRATEGY
BAD CREATIVE STORYTELLING
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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
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3 WAYS TO TRIUMPH
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AD BLOCKINGVIEWABILITY
LOAD TIMES / OPTIMISATION
GOOD PLANNING
GOOD ENGAGEMENT
GOOD CREATIVE
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GOOD PLANNING
TAP INTO BEHAVIOURS THAT ALREADY EXIST (DATA & INSIGHTS)
UNDERSTAND THE CONSUMER CONVERSATION
UNDERSTAND WHERE THE CONVERSATION IS HAPPENING
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GOOD PLANNING
GOOD ENGAGEMENT
GOOD CREATIVE
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GOOD ENGAGEMENT
BASE YOUR MESSAGE IN ACTUAL CULTURE
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In the UK, over 6 in 10 women still haven’t found a foundation that perfectly matches their skin tone.
CHALLENGE
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2 NEW DARKER SHADESWIDEST SHADE RANGE98% OF UK SKIN TONES
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DEEPER STORY
DIVERSE MARKET+
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GOOD ENGAGEMENT
OPTIMISE FOR THE CHANNEL
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T A P T O O P E N
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GOOD PLANNING
GOOD ENGAGEMENT
GOOD CREATIVE
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GOOD CREATIVE
SPARK ARTFUL SURPRISE
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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
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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
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GOOD CREATIVE
BE PART OF A GREATER WHOLE
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GOOD CREATIVE
DISRUPT THE EXPECTED
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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
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THE FUTURE OF CONTENT MARKETING
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FORMATS AR, VR
DISTRIBUTION DYNAMIC CREATIVE THROUGH PROGRAMMATIC
BOTS & AI PERSONALISATION
SOCIAL COMMERCE INFLUENCERS & PLATFORMS
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THANK YOU