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Members of the Content Marketing Association (CMA) have helped their clients migrate to tablet since their arrival. The CMA recently undertook research focusing on how businesses use tablets to consume news, business documents and corporate reports. For the first time, Patrick Fuller, CEO of the CMA, shares the findings with non-CMA members.
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The Content Marketing Revolution
26th February 2013
Communicate
Content Revolution
Three audiences
• Agencies
• Clients / Brands
• Consumers
• Content Marketing
• Digital
• Mobile
Vision
Make CMA synonymous with content marketing
CMA to create cut-through by establishing and owning content marketing in UK using
• Research• Thought leadership• White papers• Events and social media
• Attract spend to the customer publishing/content marketing
industry from other initiatives
• Start owning the content space
• Multichannel and integrated solution: magazines (including
posted messaging) and digital
• Prove the effectiveness of content marketing
• Inspire and educate brands
• Unite all members – power of working together
CMA Objectives
• The art of telling stories about a brand = consumer engagement
• Serialisation versus tactical campaigns• Content & convergence• Reach v. results• Clients increasing want to own the dialogue with consumers• Earned media v. paid media• Monetisation of content• Integration of content • CMO officer positions • Its all up for grabs – but only content agencies really get it
= journalism skills
Content Marketing – key trends
Marketing Overview – quality free content
The agency view
• Revenues are rebounding upwards
• Print aficionados become multi-
media cognoscenti
• Digital is creating industry resilience
• Genesis of advanced digital media
• Print has a place and still is healthy
(paginations, titles)
• In tough times agencies have
worked more efficiently
• A sense of cautious optimism
pervades
Key findings in the report
2003 2004 2005 2006 2007 2008 2009 20101700
1800
1900
2000
2100
2200
2300
0
100
200
300
400
500
600
314344 352
420
473502
454483
GDP(in $bn)
Agency turnover (m £)
Today revenues are rebounding from a 2009 low
£m £m £m £m
Total press
Direct mail
InternetCustomer publishing
2005 6,797 2,371 1,367 3522006 6,523 2,322 2,016 4202007 6,439 2,171 2,813 4732008 5,713 2,040 3,350 5022009 4,386 1,686 3,541 4542010 4,302 1,712 4,097 483
% change 2005-10
-36.7 -27.8 200 37%
2005 2006 2007 2008 2009 20100
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
Total press
Direct mail
Internet
Customer pub-lishing
In an advertising context, the sector is outperforming
Source: APA Member Survey/Mintel Research Consultancy
Digital reach: websites are updated frequently showing commitment to fresh content
One in three websites is updated daily
Source: APA Member Survey/Mintel Research Consultancy
Content is being delivered in a more integrated way than ever before
Source: APA Member Survey/Mintel Research Consultancy
Digital future: A selection of verbatim
As patterns of media consumption change digital communications offer a range of ways to engage with customers. Their strengths include interactivity, immediacy and the ability to fuse different media together and personalise messages.
And of course these channels are vital to reach digital natives and those consumers for whom print has lost its pre-eminence.
The future’s digital. For clients where we publish a traditional magazine format, we are invariably also providing a digital element. We have invested a great in the digital team and expertise and have begun creating tablet apps for clients.
There’s been more of trend for clients to move to digital, not because they believe it generates a higher return, but because it saves on print and postage costs.
Brands
500 omnibus interviews with higher/Intermediate managers
who make key decisions about Marketing
---
Fieldwork dates: 06.06.2012 - 08.06.2012
---
43% of the sample were aware of the split of their marketing
budget apportioned to content marketing
The Approach
Content Marketing is multiplatform
Content Marketing works for brands
0-5%
6-15%
16-25%
26-40%
41-55%
56-70%
71-85%
86-100%
25%
22%
23%
17%
6%
6%
1%
1%
Base: All respondents aware of budget allocation (218)To the nearest per cent, what percentage of your total marketing budget is apportioned to the creation and dissemination of content?
Content Marketing spend now accounts for a fifth of total marketing budgets.
Average % devoted to content marketing: 21%
Budget split devoted to content marketing
Base: All respondents aware of budget allocation (218)Do you expect your content budget to increase over the next 12 months?
73 per cent of marketers will increase or maintain their content marketing budgets over the next 12 months
Increase significantly
Increase slightly
Stay the same
Decrease slightly
Descrease significantly
5%
17%
51%
12%
4%
73%
DK = 11%
Content Marketing revenues grow in next 12 months
Base: All respondents aware of budget allocation (218)Do you expect your content budget to increase over the next 12 months?
Digital clearly the future for content marketing, but 1 in 4 advertisers will still be looking to customer magazines as a key
way to connect with consumers
Content-led websites
Branded mobile / tablet apps
Customer magazines
Email newsletters
Branded games
Branded TV
Mobile enabled websites
Content-led microsites
Tablet content
Branded Radio
Content led e-tail/m-commerce
Branded video/viral
E-zines
37%
30%
25%
22%
15%
13%
13%
9%
9%
8%
6%
5%
3%
Share of mentions:Digital: 76%Mobile: 30%
Traditional: 23%
Note: Mobile included in digital %
Digital growing, but magazines still holding firm
• Over 20% of budgets will be devoted to content
marketing
• With this amount likely to increase year on year
• Digital is a clear driver of new activity, but magazines
will still have a vital role to play for a large number of
advertisers
• Five per cent of marketers think their content budget
will increase significantly in 2013
• The industry is on track to meet Mintel’s prediction to
reach £1 billion by the end of the year
Key conclusions
Key conclusions
Consumers
• 1049 interviews with UK Adults aged 16+ conducted
by PanelBase
• Fieldwork dates: 06.06 - 08.06.2012
• Quotas set to ensure the sample is nationally
representative
• 49% Male / 51% Female
• 31% 16-34 / 34% 35-54 / 35% 55+
The Approach
Content marketing helps the consumer
Consumers – digital content
72% agree
7% disagre
e
Source: PanelBase / Base: Monthly digital users (526)We'd like to know whether you agree with these statements below regarding websites that are produced by brands?
‘I trust content on a website if I know the
brand involved’
71% agree
6% disagre
e
‘I'm positive towards brands that deliver relevant content to
me online’
44% agree
17% disagre
e
‘The content on websites produced by brands is of similar quality to 'normal'
websites’
Quality digital content
59%
are more likely to recall products and promotions on a website produced by a
brand compared to a normal online advert
Source: PanelBase / Base: Monthly digital users (526)We'd like to know whether you agree with these statements below regarding websites that are produced by brands?
Which ultimately delivers more than conventional advertising
Consumers – mobile content
• 952 users interviewed using survey software on their iPad
• 48% from Europe, 35% from North America
• 19% 15-24 / 47% 25-39 / 30% 40+
• Fieldwork conducted between 18 March – 8 April
Source: Dres Consulting
Research approach
• Over a third are considering buying another Tablet PC in the next 12 months
• Brand Loyalty: 70% wouldn’t even consider swapping their iPad for an new alternative tablet brand for free
Source: Dres Consulting - Base: All Respondents (952)
• 79% of those would consider buying an iPad2
Users are committed to their iPad
4%
8%
18%
30%
27%
9%
Less than 5 minutes
5-14 minutes
15-29 minutes
30-59 minutes
1 – 2 hours
2 – 4 hours
5 – 8 hours
Over 9 hours
95% use their iPad at least once a day
Average usage of 2h 17m each day
Source: Dres Consulting - Base: All Respondents (952)
Once you’re hooked
26%Mean % of overall online / time
using apps spent with sites / apps published by a brand
Source: PanelBase / Base: Monthly digital users (526)Thinking of all of the time you spend online or using apps what percentage of that time is spent reading magazines published by a brand?
Strong showing digitally
50% of users have over 40 iPad apps
With 95% paying for ¾ or more of their apps
Source: Dres Consulting - Base: All Respondents (952)
Apps – an area for opportunity
Games
News
Social Networking
Books
Utilities
Productivity
Entertainment
Music
Lifestyle
Magazines
Newspapers
Travel
Photography
Sports
Medical
85%
76%
69%
67%
67%
63%
62%
58%
54%
51%
50%
45%
41%
34%
22%
55%
35%
32%
31%
23%
19%
19%
18%
16%
16%
12%
11%
11%
10%
4%
Like Best Have
The range of genres shows the versatility of the iPad as a communication tool
Source: Dres Consulting - Base: All Respondents (952)
Apps: Play, Inform, Communicate
• 84% of users have 10% or less of their apps in association with brands
• Over 1 in 4 do not own a ‘branded content’ app
• 67% would like brands to produce more interesting or exclusive content for their iPads
Source: Dres Consulting - Base: All Respondents (952)
Opportunity – The branded content ‘gap’
Lifestyle
Games
Entertainment
Productivity
Utilities
Sports
News
Social Networking
Magazines
Music
Travel
Games
Newspapers
Books
Photography
Medical
39%
38%
27%
23%
22%
22%
22%
20%
19%
18%
15%
14%
14%
11%
9%
7%
The key to success is to create content that is relevant, fun and informative
Which areas should brands get involved in when creating new apps?
Source: Dres Consulting - Base: All Respondents (952)
Where should brands get involved?
• 73% would prefer a free app that is associated with a brand rather than having to pay
• 68% would prefer a free branded app with NO ADVERTISING rather than an independent app with advertising
A free, branded app with no advertising is the clear winner with users
Source: Dres Consulting - Base: All Respondents (952)
What should the pricing model be?
As a result of using an app users have...
• have recommended an app to family/friends (61%)
• visited the developer’s/brands website (33%)
• considered buying a product or service (29%)
Source: Dres Consulting - Base: All Respondents (952)
Driving future actions
iPad users are committed enthusiasts and brand loyal
Once you’re hooked... 57% use their iPad for at least an hour every day
Content is King: Willing to pay for apps but would rather have free branded apps with no advertising
Presents great opportunity for brands to produce free branded apps with relevant, fun and entertaining content
Brands can maximise on the powerful word of mouth association with a positive and creative app
Source: Dres Consulting
Summary