Published on March 6, 2014
The Future of Branded Content Marketing REPORT SUMMARY 03/2014
Plus Ça Change, Plus C'est La Même Chose This presenta2on is an edited preview of my expert predic2ons chapter from the Best of Branded Content Marke/ng: 10th Anniversary Edi/on ebook and an accompanying report that are due to be released later this month. The plus ça change theme was prompted by feedback from the analyst, author and founder of Al2meter Group Charlene Li who pointed out that, despite the many diﬀerent sites, technologies and business models we have today, “the fundamentals of marke2ng have remained the same – as have the challenges.“ Jus$n Kirby VP, Strategic Content Marke2ng Tenthwave
Table of Contents WHERE WE ARE – An overarching deﬁni2on – Developing a shared lexicon – The strategic considera2ons WHAT WILL CHANGE – Branded content marke2ng at the heart of every strategy – New agency models evolving, and skillsets required – More real 2me and agile, and the rise and rise of storytelling – More plaMorms, devices and personalisa2on – Measurement and analy2cs WHAT WON’T CHANGE – It’s s2ll all about rela2onships – Strategy s2ll starts with the data, and is based on deep and meaningful insight – There’s s2ll a lot to ﬁgure out, not least the terminology ABOUT
Deﬁning Branded Content for the Digital Age Branded content means diﬀerent things to diﬀerent people, which causes confusion, and hinders its progress as an important marke2ng concept. That’s why the Branded Content Marke/ng Associa/on (BCMA) recently commissioned research by Oxford Brookes University in partnership with Ipsos MORI that resulted in the following overarching deﬁni2on: "Branded content is any content associated with a brand in the eye of the beholder” hSp://bit.ly/MGTdbD
A Great Start, But There’s s2ll client confusion because there are compe2ng terms that describe the same or similar prac2ce, and the overarching deﬁni2on doesn’t explain the context of the problem that branded content is there to solve, e.g. the Why, and the What for Who, Where, When, and How. SHOPPING LIST? ADVERTISER FUNDED PROGRAMMING BRANDED CONTENT BRANDED ENTERTAINMENT BRAND PUBLISHING CONTENT MARKETING CONTENT STRATEGY CUSTOMER ENGAGEMENT SOCIAL MEDIA MARKETING VIRAL MARKETING ETC
2 sides of the Same Content Coin? “Talking about branded content and content marke/ng, I think it’s all about one word that connects both, and that’s the word content.” Jan Godsk Founder, Founder Ideatakeaway, ideatakeaway and chairman, BCMA Scandinavia
The Yin Yang of Branded Content Marketing BRANDED CONTENT CONTENT MARKETING
Branded Content More irra2onal, and focused around our impressions, such as whether we like a brand, share their values, etc. Oen describes content that is more entertaining and emo2onally engaging. Used inten2onally upstream in order to help shi brand preferences and consumer behaviours. Used more frequently in crea2ve adver2sing circles to refer to story-‐based video content. McCann most awarded agency in the history of the Cannes Lions Fes2val of Crea2vity
Content Marketing More ra2onal and product USP-‐ focused. Oen describes content that is more informa2ve/ journalis2c. Used downstream close to what Google calls The Zero Moment of Truth (ZMOT). Hence intent oen more sales orientated, its use within B2B, the close link to SEO, and why some prefer the term brand publishing. Image Source: The Marke2ng Score Blog hSp://bit.ly/1hxss5x
And Branded Entertainment? Used by some to describe campaigns where the product is more integrated into the content. Oen used in connec2on with formats such as Adver2ser Funded Programming (AFP) that use more tradi2onal media like TV, radio and even ﬁlm (or extended from these channels). Can overlap with product placement and sponsorship.
More Than Just Semantics? Discussion about terminology is unlikely to interest anyone outside of the industry. It may simply reﬂect current prac2ce – further fragmenta2on may occur as specialist areas get carved out with the evolu2on of branded content marke2ng approaches. However, it provides a useful star2ng point. It's important to have a shared lexicon, so we can communicate clearly with clients and each other.
A More Uniﬁed Approach Required “I oMen hear the cry “We need a social media strategy” when what is really needed ﬁrst is a customer engagement strategy based on content. It is unfortunate that content and social media marke/ng, which have become the de facto way of explaining engagement approaches today, are too oMen considered separately.” Dr Dave Chaﬀey Analyst, author, and CEO of Smart Insights
3 Circles of The Overarching Branded Content Marketing Approach CONTENT (CO)CREATION ENGAGEMENT MANAGEMENT MEASUREMENT DISTRIBUTION Idil Cakim Analyst + author Implemen/ng Word of Mouth Marke/ng
Strategic Considerations • What kind of branded content is created (or co-‐ created) by who and for whom? • How is engagement managed? • How is content distributed i.e. where in the converged landscape of earned, owned and paid media, and when in the customer decision journey. • How is the success of the diﬀerent parts and their sum measured?
No More Faking It! • There’s been a shi from the one-‐to-‐many of mass communica2on to where the masses are now the media (1-‐2-‐1 to many). • Your brand is a social construct that you no longer control. Brands must be invited, not just buy their way in nor try and catch the next big wave. • Ensure that branded content marke2ng strategies are aligned with your branding, truly consumer-‐centric and authen2c – or you’ll get found out!
Welcome to the Rise of Narrative Brands PERSONAL RELEVANCE DRIVING PURPOSE WHERE SOCIAL SHOULD LIVE CULTURAL CONTEXT Gretchen Ramsey VP, Strategy Tenthwave Digital
Driving Purpose “A purpose is simply a tangible reason for being a brand (why the brand exists). It's that ﬂag in the ground, that rally cry that everything ladders to, and that is visible and visceral throughout the en/re consumer experience.” ADVENTURE
Personal Relevance “Personal relevance is a branded content feed customised for the individual user. This includes helpful, personal visualized data (think loyalty programming and smart CRM), geo-‐context, as well as compelling social graph integra/on. Personal relevance is at nascent stages. As we learn more about how to use big data intelligently for individuals, this will become a stronger need for brands, especially for modern CRM.”
Cultural Context “Branded content should be culturally relevant and work in synch with societal shiMs that are meaningful for the brand. This includes macro cultural trends such as economic conﬁdence, and micro trends that can include fast-‐moving culture such as pop culture memes and relevant news of the day. This should be ﬁltered through a social persona, which is a blend of both the brand and consumer DNA.”
The Future of Branded Content Marketing 60+ industry experts from around the globe were asked what they expect to see change in the next ﬁve years, and what they expect will remain the same (plus ça change, plus c'est la même chose).
Branded Content Marketing at Heart of Every Marketing Strategy • Driven by digital and social, stand-‐out examples, and more standardised procedures. • Moving across the spectrum to become less isolated, more integrated, and not just an aerthought. • Becoming the communica2on norm across the organisa2on, but more risks s2ll need to be taken.
To Develop Deeper Relationships With 21st Century Audiences “With its ability to draw people in naturally through entertaining, emo/onally engaging messaging, branded content will con/nue to feature in more and more client strategies to reach 21st century audiences and develop deeper rela/onships with them.” PJ Pereira Chief Crea2ve Oﬃcer Pereira & O’Dell
New (Open And Collaborative) Agency Models Will Emerge • Publishers as agencies and/or brand alliances facilitated by agencies. • More and diﬀerent kinds of celebrity partnerships and more crea2ve collabora2ons with beSer marketplaces, and new (open source) business models. • Lines will con2nue to be blurred un2l there are none le, with the world of branded content marke2ng being turned upside down.
Lines Will Continue to Blur Until There Are No Lines Anymore “Those who really understand social media and the importance of truth and human connec/ons will increasingly use the mul/plying and diverse channels in more and more interes/ng ways -‐ blurring the lines un/l there are no lines anymore.” Sarah Farrugia Thinker, Strategist, Progressive at Sarah Farrugia & Company
Publishers as Agencies and Brand Alliances Facilitated by Agencies
More Brands Will Be Hiring Publishers To Create Their Content “Na/ve Adver/sing will become the starlet in the blurred lines between ads and content, by reinven/ng the business of publishing and snatching the emerging markets. A growing number of publishers will create their own branded content divisions, paid media opera/ons, brand strategy units and digital produc/on services, in-‐house.” Patricia Weiss Chairman and Founder BCMA South America
But New Models Require New Skill Sets • New skill sets required to understand social behaviour and culture beSer. • The dawn of the pi-‐shaped data storytellers, square-‐ shaped digital strategists, or just more diversity? THE NEW DIGITAL STRATEGIST’S SKILL SET “What’s beer than knowing a lile about a lot and a lot about a lile? Knowing a lot about a lot.” Mike Arauz, Partner, Undercurrent hSp://bit.ly/1fAg3i5
To Understand Social Behaviour and Culture Better “Agencies need to hire behavioral economists and crea/ve technologists as well as individuals that truly understand social interac/on. This goes well beyond the "social media specialist" who claims to understand how to evoke more tweets out of a post.” Doug ScoP President OgilvyEntertainment
Real Time and Agile? • Brands to become “newsrooms for their niche”? • Or simply do something more ‘addi2ve’, evolving beyond real 2me opportunism, to be more crea2ve, experimental and itera2ve? • Let go and liberalise content crea2on, or invest elsewhere!
Or Something More Additive? “I predict — or, perhaps more accurately, I hope — that brands will move away from their real-‐/me marke/ng obsession and create something more substan/ve and las/ng. The Volvo Trucks/Jean-‐Claude Van Damme video is mesmerizing and the Lowe’s ‘Fix in Six’ Vines are legi/mately helpful. Seems a lot more addi/ve than twee/ng nonsense during the Super Bowl.” John McDermoP Staﬀ Writer Digiday
The Rise and Rise of Storytelling • More authen2c, entertaining, engaging and purposeful content that resonates emo2onally – or perhaps just more useful content? • More involving, less interrup2ve, more interes2ng original content funded and distributed by brands. • Making good stories more important than ever to cut through the content cluSer that’s growing over an increasing number of channels.
It Was Ever Thus, or Storytelling Changes Everything? “Brands are going to have to change their processes and do something marketers don’t like to do and don’t do easily. They have to change the skill sets of the people they hire. They have to change the /me frames they work on. They have to change the way they allocate and think about budgets. They have to change their deﬁni/on of crea/vity.” ScoP Donaton Chief Content Oﬃcer UM
More Platforms, Devices and Personalisation • Op2misa2on will become the norm, pusng distribu2on at the heart of any strategy. • What we’ll consume and share, and how we share it, will also change. It will become more personalised, pulled not pushed, and more contextual. • Content shis triggered by mobile, shared by the second screen, and expanded through smart displays, eventually moving oﬀ screen to become part of our branded life.
It’ll Be Less About Branded Content, More About Your Branded Life “It will be an increasingly screenless world less about desktop computers and more about an internet of things. Branded content moving oﬀ screen means things like making a branded gesture mnemonic to access the brand -‐ think about tracing out the Heineken star when you walk into a bar to access content or order a beer. Think of it less about branded content, more about your branded life.” James Kirkham Global Head: Social & Mobile Leo BurneS
Brands Acting More Like Media Owners • We’ll see more brands develop their own media. • The lines between earned and owned media will con2nue to blur with the rise of “fractured passion centres” and content cura2on. • Customer stories becoming more important than brand ones than ever before, increasing the need for earned media planning.
Blurring The Lines Between Earned and Owned Media
From Wearable Tech To Get Back Where We Started From? • Learn to make the most of wearable tech. Navigate through the internet of things and hyper geo-‐loca2on via mobile to an increasingly screenless world to interact with a brand construct. • Marke2ng to become more service orientated, programma2c, and require a lot more computa2onal power, to get back to where we started from.
Radio Revisited? “9 out of 10 people listen, engage and interact with radio, and do so across an ever-‐growing selec/on of digital plakorms. So branded audio content of the future needs to engage with audiences across a wide variety of diﬀerent plakorms, including DAB, mobile, tablets, podcasts and online plakorms.” Karen Pearson CEO and Founder Folded Wing
Or eBook Publishing?
Measurement and Analytics With Increasing Fragmentation • No shortage of industry measurement standard ini2a2ves bringing rigour, but they’re oen driven by measurement tools. • Danger of measuring data for the sake of it, rather than looking at how the whole is greater than the sum of the parts. • More accountability and analysis required.
Enter the Age of Humanistic Marketing “Average people reach thousands of others on any given day, and so a brand’s Facebook fans now have more reach than the brand. We cannot rely on the mass market tendencies of the past and instead need to focus on what makes customers people – the values they share, what is important to them, what they are interested in and what they want to talk about.” Eric Schwamberger Strategy Partner Tenthwave Digital
New Tools Getting More Sophisticated • Improved seman2c analysis and predic2ve modelling leads to beSer sense of who wants what, beSer understanding of the value of what they share and beSer targe2ng of the ‘material’. • More crea2ve scope for craing messages, with emo2onal data becoming ubiquitous. • But more thought needed about going beyond historical data to give people what they don't know they need yet.
Predictive Modelling for a Better Sense of Who Wants What “One of the biggest diﬀerences that we’re going to see as we get into more predic/ve ﬁelds is brands and agencies trying to predict what content people are going to respond to and how they’re going to respond. And even predict which ways that they’re going to want to respond in turn.” David Berkowitz CMO MR Y
More Bespoke Metrics and People Valued on Purchase Probabilities? • Tracking through to purchase without requiring the capturing of lead data, and the valuing of individuals based on purchase probabili2es. • Brands will demand more bespoke metrics. • In the mean2me longer-‐term view maybe required, but you can start with a simple tracker survey.
Research to Get Turned on its Head by The Explosion of More Data “The more that media can be delivered on an individual basis and therefore become disaggregated, then that whole way of thinking is going to be challenged. It will become much more about what people do than what audience group they are in... This changes everything in terms of how media works and who should be on the team to deliver and evaluate it. ” Tim Foley MD pointlogic
It’ll Still be All About Relationships “Marke/ng fundamentals will remain the same, namely that the rela/onship with customers and clients will be built one person at a /me. We can’t be blinded by the light of bright shiny objects to ever, ever forget that rela/onships are paramount.” Charlene Li Analyst, Author, and Founder The Al2meter Group
Strategy Still Starts with the Data • Go beyond the desk to ﬁnd real insight and opportuni2es, and to help create content that resonates. • Brands will s2ll be struggling to join all the dots. • People will s2ll be sharing content and caring more about themselves than brands. • Where consumers go brands will con2nue to follow, par2cularly with video-‐based branded content.
Important That Strategies are Based on Deep and Meaningful Insight "Based on current projec/ons for the growth of technology and social media, it is apparent that branded content will be at the heart of every campaign. What will s/ll be of the utmost importance is that the strategy for any branded content campaign is based on deep and meaningful consumer insight." Andrew Canter CEO BCMA © BBP Media / Giuseppe Toppers
And Finally • There will s2ll be ground-‐breaking branded content marke2ng, but old media habits will con2nue to die hard, and we’re about to be deluged by more crap. • Experts will con2nue to disagree about what the future holds, par2cularly whether we’ll ﬁgure out the secret of branded content marke2ng success. • We’ll s2ll have a lot of ﬁguring out to do and con2nue to be dissa2sﬁed with the terminology.
We’ll Continue to be Dissatisﬁed with the Terminology “Within the next ﬁve years the world of content marke/ng will be turned upside down, even if businesses are s/ll prac/cing it (and to a greater degree than today). Only 10-‐15% will regularly prac/ce content marke/ng really well. And people s/ll won’t be really sa/sﬁed with the word “content” or the expression “content marke/ng”.” Ryan Skinner Senior Analyst – Content Marke2ng, Forrester Research
Report Curator Jus2n Kirby is an Internet veteran who has been wri2ng about interac2ve technologies and digital marke2ng since the early 90s. His books include Connected Marke/ng (2005), Best of Branded Content Marke/ng (2013), and the forthcoming Best of Branded Content Marke/ng: 10th Anniversary Edi/on. He chairs and speaks at conferences around the globe, and heads up strategic content marke2ng at Tenthwave, the new interac2ve agency from the US whose clients include Facebook, Google and eBay. Jus$n Kirby VP, Strategic Content Marke2ng Tenthwave www.aﬂuxstate.com @juzzie
Report Partner This report was produced in partnership with the Branded Content Marke2ng Associa2on (BCMA). Launched in 2003, the BCMA is the global trade body for branded content, with members throughout Europe, Australia, Asia/Paciﬁc, Scandinavia, South America, Russia and North America. It brings together and beneﬁts a broad spectrum of content creators and owners, including organisa2ons from the adver2sing, brand development, sponsorship, media, broadcas2ng, digital, social media, programming and entertainment industries. The BCMA strives to promote best prac2ce, shared learning and grow the branded content market to a wider audience. www.thebcma.info @theBCMA
Report Contributors Charlene Li, the co-‐author of the bestseller Groundswell, author of the New York Times bestseller Open Leadership, and founder of Al2meter Group (USA) Bjoern Asmussen, Senior lecturer in marke2ng at Oxford Brookes University (UK) Jan Godsk, Founder Ideatakeaway and chairman of the BCMA Scandinavia (Denmark) Melissa Hopkins, Global head of brand marcomms at Vodafone (UK) Mark Welland, Founder of New Media Works (UK) Max Garner, Managing partner at Aegis Media (UK) Ryan Skinner, Senior analyst – content marke2ng at Forrester Research (UK) Robert Bean, Founder of Robert Bean Branding (UK) Idil Cakim, analyst and author of Implemen2ng Word of Mouth (USA) Dave Chaﬀey, CEO at Smart Insights (UK) Doug Kessler, Founder of Velocity Partners (UK) Chris Gorell Barnes, CEO at Adjust Your Set™ (UK) Nick Mercer, Commercial director at Eurostar (UK) Chris Sice, Managing director at Blended Republic (UK) Barney Worfolk-‐Smith, Head of crea2ve solu2ons at Unruly (UK) Patricia Weiss, Chief strategy oﬃcer at Asas da Imaginação, and chairman of the BCMA South America (Brazil) PJ Pereira, Chief crea2ve oﬃcer at Pereira & O'Dell (USA) >>>
Daniel Bô, CEO and founder of QualiQuan2, and author of Brand Content (2009), and Brand Culture (2013) (France) Stephen Waddington, President elect of the CIPR, director of Ketchum Europe, and author of Brand Anarchy and #BrandVandals (UK) Michael Reeves, Business development director at Red Bee Media (UK) Joanna ScarraP, Head of brand partnership at United Agents (UK) Jadis Tillery, Social media strategist, advisor and speaker (UK) Uroš Goričan, Crea2ve director at Publicis Slovenija (Slovenia) Steve Ackerman, Managing director at Somethin' Else (UK) Andrew Canter, CEO of the BCMA (UK) Crispin Reed, Managing Director at Fusion Learning (UK) Chris Smith, Business development director at Romelle Swire (UK) John McDermoP, Staﬀ Writer at Digiday (USA) Sandra Freisinger-‐Heinl, Journalist at Branded Entertainment Online (BEO), and managing director at MA Media Agency (Germany) Morgan Holt, Chairman of the BCMA (UK) Stan Joseph, CEO at Ochre Moving Pictures (South Africa) Sarah Farrugia, Thinker, strategist, progressive at Sarah Farrugia & Company (UK) Chantal Rickards, Head of programming -‐ branded content EMEA at MEC (UK) Sarah Wood, COO at Unruly (UK) Jason Hughes, Head of branded content and product placement at Sky MEDIA (UK) Gretchen Ramsey, VP, strategy at Tenthwave (USA) >>>
Chris Clarke, Chief Crea2ve Oﬃcer at DigitasLBi (UK) Minter Dial, Professional speaker, consultant, coach, and brand and digital marke2ng strategist at the TheMyndset.com (France/UK) David Berkowitz, Chief Marke2ng Oﬃcer at MRY (USA) James Kirkham, Global head: social and mobile at Leo BurneS (UK) Samantha Glynne, Managing partner at Publicis Entertainment (UK) Sean McKeown, Commercial Director at Mumbrella Asia (Singapore) Eric Schwamberger, Strategy Partner at Tenthwave (USA) Doug ScoP, President at Ogilvy Entertainment (USA) Karen Pearson, CEO and Founder of Folded Wing (UK) Paul Bay, Founder of Ci2zenbay (UK) Mario Yiannacou, Media and adver2sing manager at ISBA (UK) Tony Chow, Media consultant and chief storyteller at What’s your Story Inc (Singapore) Katy Howell, CEO at immediate future (UK) ScoP Donaton, Chief Content Oﬃcer at UM (USA) Kami Watson Huyse, CEO at Zoe2ca (USA) Stewart Thomson, Research director at Ipsos MORI, Media CT Division (UK) Ian Wright, Managing director at Tapestry Research (UK) Tim Foley, Managing director at pointlogic (UK) Drew Rayman, Managing parter at Tenthwave (USA) Mark Wood, Partner at Krempelwood (UK) Leo Liang, Senior director of na2onal business development of Youku Tudou Inc (China) Drew Neisser, Founder and CEO of Renegade (USA) Graham Goodkind, Founder of Frank PR (UK)
More About The Book • • • • • 13 of the best recent branded content marke2ng campaigns from cusng-‐edge brands and award-‐winning agencies. Emerging market reports from Brazil and Russia Ipsos MORI + Oxford Brookes University research review. How to make more successful social video content. Predic2ons about the future from 60+ experts around the world. Download the full edi2on of the book at hSp://thebcma.info/best-‐prac2ces/ebooks/ from 18 March 2014.
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