rainer burkhardt: the future of digital content
DESCRIPTION
Rainer Burkhardt, Kircher und Burkhardt - Presentation at POMP Forum 2014 - the 5th international content marketing conference, Ljubljana, Slovenia.TRANSCRIPT
![Page 1: Rainer Burkhardt: The future of digital content](https://reader037.vdocument.in/reader037/viewer/2022103116/5591afd61a28ab1b518b4655/html5/thumbnails/1.jpg)
The future of digital content?RAINER BURKHARDT ABOUT VISUAL COMMUNICATION AND MICRO CONTENT
![Page 2: Rainer Burkhardt: The future of digital content](https://reader037.vdocument.in/reader037/viewer/2022103116/5591afd61a28ab1b518b4655/html5/thumbnails/2.jpg)
![Page 3: Rainer Burkhardt: The future of digital content](https://reader037.vdocument.in/reader037/viewer/2022103116/5591afd61a28ab1b518b4655/html5/thumbnails/3.jpg)
Decode the signs…
![Page 4: Rainer Burkhardt: The future of digital content](https://reader037.vdocument.in/reader037/viewer/2022103116/5591afd61a28ab1b518b4655/html5/thumbnails/4.jpg)
Now decode again…
![Page 5: Rainer Burkhardt: The future of digital content](https://reader037.vdocument.in/reader037/viewer/2022103116/5591afd61a28ab1b518b4655/html5/thumbnails/5.jpg)
Same same but different…
![Page 6: Rainer Burkhardt: The future of digital content](https://reader037.vdocument.in/reader037/viewer/2022103116/5591afd61a28ab1b518b4655/html5/thumbnails/6.jpg)
Visualisations help to
![Page 7: Rainer Burkhardt: The future of digital content](https://reader037.vdocument.in/reader037/viewer/2022103116/5591afd61a28ab1b518b4655/html5/thumbnails/7.jpg)
Doch was hat das Ganze mit Marketing zu tun?
What has all this to dowith content marketing?
![Page 8: Rainer Burkhardt: The future of digital content](https://reader037.vdocument.in/reader037/viewer/2022103116/5591afd61a28ab1b518b4655/html5/thumbnails/8.jpg)
Brands realized
relevant content.the importance of
![Page 9: Rainer Burkhardt: The future of digital content](https://reader037.vdocument.in/reader037/viewer/2022103116/5591afd61a28ab1b518b4655/html5/thumbnails/9.jpg)
RED BULL
RED BULL
COCA COLA
ALBER HEIJN
VW
INTEL
AMERICAN EXPRESS
marketing budget for contents.2015 brands will invest 25% of
![Page 10: Rainer Burkhardt: The future of digital content](https://reader037.vdocument.in/reader037/viewer/2022103116/5591afd61a28ab1b518b4655/html5/thumbnails/10.jpg)
We‘re drowning in information and starving for knowledge.
![Page 11: Rainer Burkhardt: The future of digital content](https://reader037.vdocument.in/reader037/viewer/2022103116/5591afd61a28ab1b518b4655/html5/thumbnails/11.jpg)
We‘re drowning in information and starving for guidance.
![Page 12: Rainer Burkhardt: The future of digital content](https://reader037.vdocument.in/reader037/viewer/2022103116/5591afd61a28ab1b518b4655/html5/thumbnails/12.jpg)
We‘re drowning in information and starving for entertainment.
![Page 13: Rainer Burkhardt: The future of digital content](https://reader037.vdocument.in/reader037/viewer/2022103116/5591afd61a28ab1b518b4655/html5/thumbnails/13.jpg)
Sich als Marke innerhalb dieser Masse zu differenzieren wird immer komplizierter. !
differenciate themselves?How can brands
![Page 14: Rainer Burkhardt: The future of digital content](https://reader037.vdocument.in/reader037/viewer/2022103116/5591afd61a28ab1b518b4655/html5/thumbnails/14.jpg)
The answer is…
INFOGRAPHICS
![Page 15: Rainer Burkhardt: The future of digital content](https://reader037.vdocument.in/reader037/viewer/2022103116/5591afd61a28ab1b518b4655/html5/thumbnails/15.jpg)
And that‘s evenproven by science
![Page 16: Rainer Burkhardt: The future of digital content](https://reader037.vdocument.in/reader037/viewer/2022103116/5591afd61a28ab1b518b4655/html5/thumbnails/16.jpg)
Just 20% of read texts are remembered by users.
![Page 17: Rainer Burkhardt: The future of digital content](https://reader037.vdocument.in/reader037/viewer/2022103116/5591afd61a28ab1b518b4655/html5/thumbnails/17.jpg)
People can handle visuals 60.000 times faster than text.
![Page 18: Rainer Burkhardt: The future of digital content](https://reader037.vdocument.in/reader037/viewer/2022103116/5591afd61a28ab1b518b4655/html5/thumbnails/18.jpg)
83% of the learning processis driven visually.
![Page 19: Rainer Burkhardt: The future of digital content](https://reader037.vdocument.in/reader037/viewer/2022103116/5591afd61a28ab1b518b4655/html5/thumbnails/19.jpg)
Symbols can be decodedwithin 250 milliseconds.
![Page 20: Rainer Burkhardt: The future of digital content](https://reader037.vdocument.in/reader037/viewer/2022103116/5591afd61a28ab1b518b4655/html5/thumbnails/20.jpg)
Visual posts drive 94% more traffic
and 40 times higher shares.
![Page 21: Rainer Burkhardt: The future of digital content](https://reader037.vdocument.in/reader037/viewer/2022103116/5591afd61a28ab1b518b4655/html5/thumbnails/21.jpg)
So what should
brands do?
![Page 22: Rainer Burkhardt: The future of digital content](https://reader037.vdocument.in/reader037/viewer/2022103116/5591afd61a28ab1b518b4655/html5/thumbnails/22.jpg)
Entertain users……with a simple idea.
![Page 23: Rainer Burkhardt: The future of digital content](https://reader037.vdocument.in/reader037/viewer/2022103116/5591afd61a28ab1b518b4655/html5/thumbnails/23.jpg)
Drive their interest……by providing real value.
![Page 24: Rainer Burkhardt: The future of digital content](https://reader037.vdocument.in/reader037/viewer/2022103116/5591afd61a28ab1b518b4655/html5/thumbnails/24.jpg)
STEP 1 – WHO SHOULD I GO WITH?
6PDUW�WUDYHO�EUDQGV�UHFRJQL]H�WKDW�HYHU\�WUDYHOHU�LV�GLHUHQW��DQG�VR�DUH�WKHLU�QHHGV��Our Google+ Advertiser Insights Travel Habits Study focused on dual income no kids
�',1.��WUDYHOHUV�WR�XQGHUVWDQG�KRZ�DQG�ZK\�WKH\�FKRRVH�WKHLU�WULS�
WITH PARTNERSOLO WITH FRIENDS
TRAVEL, UPGRADED
By understanding customers, travel brands can ‘surprise and delight’ and achieve true traveler loyalty
UNDERSTANDING THE PLANNING PROCESS
Shrink down 30 slides of PowerPointto a 60 seconds scroll
![Page 25: Rainer Burkhardt: The future of digital content](https://reader037.vdocument.in/reader037/viewer/2022103116/5591afd61a28ab1b518b4655/html5/thumbnails/25.jpg)
It‘s all about…
SIMPLEXITY!
![Page 26: Rainer Burkhardt: The future of digital content](https://reader037.vdocument.in/reader037/viewer/2022103116/5591afd61a28ab1b518b4655/html5/thumbnails/26.jpg)
PerformanceMarketing
at a glance.
![Page 27: Rainer Burkhardt: The future of digital content](https://reader037.vdocument.in/reader037/viewer/2022103116/5591afd61a28ab1b518b4655/html5/thumbnails/27.jpg)
Allianzcustomer magazine
![Page 28: Rainer Burkhardt: The future of digital content](https://reader037.vdocument.in/reader037/viewer/2022103116/5591afd61a28ab1b518b4655/html5/thumbnails/28.jpg)
A big picture ofObama and the US
![Page 29: Rainer Burkhardt: The future of digital content](https://reader037.vdocument.in/reader037/viewer/2022103116/5591afd61a28ab1b518b4655/html5/thumbnails/29.jpg)
Our specialtyINFOGRAPHICS
![Page 30: Rainer Burkhardt: The future of digital content](https://reader037.vdocument.in/reader037/viewer/2022103116/5591afd61a28ab1b518b4655/html5/thumbnails/30.jpg)
![Page 31: Rainer Burkhardt: The future of digital content](https://reader037.vdocument.in/reader037/viewer/2022103116/5591afd61a28ab1b518b4655/html5/thumbnails/31.jpg)
![Page 32: Rainer Burkhardt: The future of digital content](https://reader037.vdocument.in/reader037/viewer/2022103116/5591afd61a28ab1b518b4655/html5/thumbnails/32.jpg)
Roche Annual Report
![Page 33: Rainer Burkhardt: The future of digital content](https://reader037.vdocument.in/reader037/viewer/2022103116/5591afd61a28ab1b518b4655/html5/thumbnails/33.jpg)
![Page 34: Rainer Burkhardt: The future of digital content](https://reader037.vdocument.in/reader037/viewer/2022103116/5591afd61a28ab1b518b4655/html5/thumbnails/34.jpg)
![Page 35: Rainer Burkhardt: The future of digital content](https://reader037.vdocument.in/reader037/viewer/2022103116/5591afd61a28ab1b518b4655/html5/thumbnails/35.jpg)
The Big Picture Strategie Vermittlung
![Page 36: Rainer Burkhardt: The future of digital content](https://reader037.vdocument.in/reader037/viewer/2022103116/5591afd61a28ab1b518b4655/html5/thumbnails/36.jpg)
![Page 37: Rainer Burkhardt: The future of digital content](https://reader037.vdocument.in/reader037/viewer/2022103116/5591afd61a28ab1b518b4655/html5/thumbnails/37.jpg)
The stadium is the hero!
![Page 38: Rainer Burkhardt: The future of digital content](https://reader037.vdocument.in/reader037/viewer/2022103116/5591afd61a28ab1b518b4655/html5/thumbnails/38.jpg)
How it could look like in print…
![Page 39: Rainer Burkhardt: The future of digital content](https://reader037.vdocument.in/reader037/viewer/2022103116/5591afd61a28ab1b518b4655/html5/thumbnails/39.jpg)
How it could look like in digital…
![Page 40: Rainer Burkhardt: The future of digital content](https://reader037.vdocument.in/reader037/viewer/2022103116/5591afd61a28ab1b518b4655/html5/thumbnails/40.jpg)
![Page 41: Rainer Burkhardt: The future of digital content](https://reader037.vdocument.in/reader037/viewer/2022103116/5591afd61a28ab1b518b4655/html5/thumbnails/41.jpg)
…or even more exciting……with interactiv elements.
![Page 42: Rainer Burkhardt: The future of digital content](https://reader037.vdocument.in/reader037/viewer/2022103116/5591afd61a28ab1b518b4655/html5/thumbnails/42.jpg)
![Page 43: Rainer Burkhardt: The future of digital content](https://reader037.vdocument.in/reader037/viewer/2022103116/5591afd61a28ab1b518b4655/html5/thumbnails/43.jpg)
What comes next?
![Page 44: Rainer Burkhardt: The future of digital content](https://reader037.vdocument.in/reader037/viewer/2022103116/5591afd61a28ab1b518b4655/html5/thumbnails/44.jpg)
Interactive, 3D animated infographics
![Page 45: Rainer Burkhardt: The future of digital content](https://reader037.vdocument.in/reader037/viewer/2022103116/5591afd61a28ab1b518b4655/html5/thumbnails/45.jpg)
Micro-Contentas pull to great
visualisations.
![Page 46: Rainer Burkhardt: The future of digital content](https://reader037.vdocument.in/reader037/viewer/2022103116/5591afd61a28ab1b518b4655/html5/thumbnails/46.jpg)
…and of course…
![Page 47: Rainer Burkhardt: The future of digital content](https://reader037.vdocument.in/reader037/viewer/2022103116/5591afd61a28ab1b518b4655/html5/thumbnails/47.jpg)
A new pair of signs…