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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