What Content Must Learn from Advertising #ContentIsrael15
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Presented at Content Israel 2015, Group Strategy Director Eli Pakier offers original research to look at the blurring line between content and advertising, and then offers four ways content marketers can learn from advertisers.
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What Content Must Learn from Advertising #ContentIsrael15
- 1. Content Israel Summit | December 1, 2015 | #contentisrael15 Eli Pakier Group Strategy Director, MRY Eli.Pakier@mry.com @epak What CONTENT must learn from ADVERTISING
- 2. CREATIVITY FOR THE NEW CONSUMER “1 OF 3 AGENCIES REDEFINING DIGITAL ADVERTISING” “SOCIAL AGENCY OF THE YEAR’” “DIGITAL INNOVATOR OF THE YEAR’” LONDON NEW YORK SAN FRANCISCO
- 3. 3 Millennials have cut the cord or never had cable ever1 in 4 http://www.techhive.com/article/2833829/nearly-1-in-4-millennials-have-cut-the-cord-or-never-had-cable.html
- 4. As a result, brands are behaving like media companies shifting from filler to source
- 5. Content marketing is looking bullish 5 $300B spend by 2019
- 6. People are open to content from brands 6 5x more likely to make purchase decisions based on trusted branded content Feel that branded content makes them feel more connected and loyal to brands62% Source: http://www.socialmediatoday.com/social-business/2015-02-15/connecting-millennials-7- reasons-your-content-fails-resonate-millennials; http://www.inpwrd.com/nielsen
- 7. But skeptics remain 2/3 Source: http://contently.com/strategist/2014/07/09/study-sponsored-content-has-a-trust-problem-2/; http://contentmarketinginstitute.com/2014/06/mix-content-types-for-successful-content-marketing/ of people said they’ve felt deceived upon realizing that an article or video was sponsored by a brand of marketers who have embraced content marketing feel it is ineffective.58%
- 8. 8 So…how should we be thinking about content?
- 9. Are content and advertising the same or different? 9 Same 28% Different 72% Source: MRY content study 11/15
- 10. Descriptions heroize content and demonize advertising Content: 1. Long 2. Liked 3. Valuable 4. Educational 5. Cool Advertising: 1. Interruptive 2. Immediate sell 3. Disliked 4. Mass market 5. Short Source: MRY content study 11/15
- 11. Content “gives and attracts” Advertising “persuades and distracts” Source: http://rebeccalieb.com/
- 12. We pretend there is a difference... “We are not motivated by sales” - Luke Sherwin Co-Founder & Chief Creative Officer, Casper “We are not here to sell anything; this is pure entertainment” - David Beebe VP, Global Creative & Content Marketing, Marriott
- 13. Do you know it when you see it?
- 14. It starts off with an easy classification Advertising Both
- 15. Content Advertising Both Neither But then things begin to get muddy
- 16. Content Advertising Both Neither Even straight up native gets a mixed label
- 19. Content Advertising Both Neither Even the award winning is unclassifiable
- 20. “Advertising is like grape flavored medicine while content marketing is like medicinal pot brownies. The consumer approaches these two things very differently. You know you're getting your medicine with the grape medicine. You hope that it tastes good, but it probably won't. With pot brownies, you may not even known you're getting your medicine, but you want those damn brownies either way. Inherent value. Yum.” - GianCarlo Pitocco, kbs+ Attention, CSO; MRY Study The lines are getting intentionally blurred
- 21. “A squirrel is just a rat with a cuter outfit”
- 22. 22 How content can learn from advertising?
- 23. Problem #1: We are too easy on content 1. Notenoughupfrontstrategies 2. Notenough torturetests 3. Notenoughmeasurementscrutiny 4. Notenoughstandardizedresults We need more strategic rigor
- 24. The sell is closer and easier than ever Thepurchase funnelis no longerlinear. Marketershavebuiltfullecosystems. Commerceisembeddedincontent Source: https://hbr.org/2014/05/marketing-can-no-longer-rely-on-the-funnel; http://adage.com/article/digital/pinterest-doubles-amount-buyable-pins-60-million/300741/ Problem #1: We are too easy on content
- 25. Problem #1: We are too easy on content An overwhelmingamount of creators/distributors all sellingtheir color paint
- 26. Solution #1: Be objective and orchestrate
- 27. Self-publishingcompetitionhas shifted from brands to professionalgrade media Problem #2: “Because we can” ≠ “Because we should” OrganicreachisnearingZero Platformsemphasizequalityand relevance Theavgnumberofpublishersan 18-24yearoldengageswithacross socialplatforms 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 2012 2013 2014 2015 300 1500 stories daily Source: Facebook; MRY data; A commissioned study conducted by Forrester Consulting on behalf of BuzzFeed and SMG, August 2015 121
- 28. Solution #2: Bridge the gap between your brand’s desire and audience realities
- 29. Problem #3: Real-time is too late Inefficientuseofresources TheshelflifeistooshortDifficulttoalignwithabrand’s purpose
- 30. Solution #3: Be like your mom - always there, always ready
- 31. Problem #4: We obsess about storytelling
- 32. Solution #4: Make stories happen #IRL
- 33. רבה תודה (Thank you very much) eli.pakier@mry.com @epak
Hinweis der Redaktion
- publicis israel group purchased agency Glickman Shamir Samsonov
- 18 percent are cord-nevers—people who have never paid for a cable subscription—while 6 percent are cord cutters, meaning they have canceled their cable subscriptions.Oct 6, 2015 New Study Says by 2025, Half of Consumers Under 32 Won't Pay for Cable http://www.adweek.com/news/television/new-study-says-2025-half-consumers-under-32-won-t-pay-cable-167400 us
- Consumers rely ontrusted content to make purchase decisions 5X more today than they did five years ago.
- I recently went to a conference on why content is better than advertising.. It made content out to be the messiah of marketing. This holy savior that only the cool brands have figured out how to do. Aka content is the good stuff. It made advertising look like utter crap. And I really hate advertising. There seems to be a false dichotomy that content “gives and attracts” and advertising “persuades and distract.” Who would want to be on the side of distraction? That’s annoying. Similarly, no one is giving this shit away; we give so we get back. Likewise, who wouldn’t want to persuade. I’ve never heard from any large companies (not backed by VC FU money),
- Though one is backed by VC money only. And the other was quick to point out Marriott earned 500k of revenue and the publication booked 7200 rooms in 90 days
- Lets just be rats, only dapper, well groomed rats. This means mastering the art of the soft and hard sell. We are all the business of moving product. We need to be clear in the role for long-term relationship building, when it’s time to put brand name in the story, and how to complement it with a deal closer.
- AB test for When we develop advertising, we go through a torture test of positioning statements, concept tests, creative tests, AB tests. Yet when it comes to content, we lighten up, too far, and give it the CMO hall pass. Too many brands start making stuff without a plan and way to measure it. There are endless ways to measure effectiveness, all that matters is we do. Demand basic brand equity or perception change surveys. Look at reduction in call volumes on a per cost basis. Look to create multiple touch attribution models, recognize near and long term impact on results.
- Prospects don’t just enter at the top of the funnel; instead, they come in at any stage. Furthermore, they often jump stages, stay in a stage indefinitely, or move back and forth between them. Sephora’s brings all stages of the funnel together into a single place, creating its own online community where people can ask questions of experts and each other about brands, products, and techniques 93% of Pinterest users use the platform to plan purchases. Buyable Pins to 60 Million
- We are no longer competing with other agencies, it’s publishers, social platforms, MCN’s, consumers, and influencers who can do our jobs. In the marketing services business, we love a good a fragmented discipline, it allows us to get our slice of the pie from the same client dollars The issue is that everyone wants to sell their version of content. They’re color, red or blue. Based on what they know and do. Or what they distribute, giving the content away for free.
- We must have the brand’s business goals at heart and we will find the right solution for the challenge. Then be able to manage the complexity of all the ways we can make it and all the platforms we can share it. This is why agencies may be fakakta, but not yet bupkes. We need to be more empathetic partners.
- Thanks to social media democratization and (content marketing conferences), brands feel entitled and empowered to self-publish. 1500 want in. 300 get through. We have overly-cluttered feeds with less breakthrough. The concept of always on is bullshit in a pay to play world. We feel compelled to make something, celebrate made-up internet holidays – cotton candy day 12/7 look it up 18-24 year ols follow 121 publishers on avg on social platforms
- There is a gap between what brands offer and what people actually care about. Too much on either side doesn’t work. We can’t make it all about us to the point there is no value to the audience. Or so devoid of the brand that we have nothing to gain. Content works when it has greater empathy for human emotion and identity. But we still get our point across.
- Be predictive, so we’re there anticipating your needs, not reacting to a problem or opportunity that seems relevant. That means understanding when’s your time in culture. Or having done your SEO homework to know what content is in most demand. This means always considering why would someone care, why would they engages, why here and why now. Only then can provide a valuable role in their lives.
- 2015 Share A Coke With Eli Personalized Coca Cola Collectible Name Bottle $12.25
- People crave DIFTI moments, we want stories to tell Our ultimate goal should always be make these stories happen. We must strive for having a POV and making a mark on culture.