The future of Content Marketing

Paul Kemp-Robertson

PUT THE MOCO IMAGE HERE – READIING MAG IN MASK

DIGITAL INNOVATION DAY FRANKFURT Paul Kemp-Robertson Co-founder, Contagious @ContagiousPaul

BRANDS HAVE THEIR OWN LAWS

OF GRAVITY

…BUT THE ‘PULL’ IS A WEAK FORCE

of US CPG sales come from the bottom 80% of buyers: the 80 / 20 rule isn’t real

Source: Nielsen 2007, quoted in Byron Sharp,

How Brands Grow

49%

of brands could cease to exist and most people wouldn’t care

Source: Havas Media, Meaningful Brands

73%

of US Coke buyers buy the brand once a week or more

Source: Nielsen, quoted in How Brands Grow by Byron Sharp

4%

for passion brands on Facebook, e.g. Nike, Harley, Tiffany

Engagement rates are lower than you think / Source: AdAge

0.66%

‘Consumers are cognitive misers’

PENETRATION WHIPS LOYALTY’S ASS

THE FUTURE IS…

CONTEXT

No one lives their lives according to media silos

TIME

PLACE

PLATFORMS

INTENT

HABITS

WEATHER, ETC

Context

PERSONA

:

Alan Kay (*If you outsmart the competition, you don’t need to outspend them)

‘Context is worth 80 IQ points’

Georgia Coffee (Creepy!) Vending Machines

Klepierre / The Inspiration Corridor Personalised Retail / Moodboards

@ContagiousPaul

DANKE!

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