The Evolution of Digital Marketing Communications & What It Means For You in 2014

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Information about The Evolution of Digital Marketing Communications & What It Means For...
Business & Mgmt

Published on December 2, 2013

Author: au1153

Source: slideshare.net

Description

Presentation by PR Newswire Global Director of Emerging Media, Michael Pranikoff for a CNW Group Event in Toronto on Nov. 22, 2013. As we look towards the year ahead, all of us reflect on the pros and cons of the past year, and look forward to what we have to plan for. In the multi-dimensional world of public relations and marketing, there is much to consider – particularly at a time when communicators are acutely focused on integrated campaigns that will enable them to reach and foster an ongoing dialogue with relevant audiences across traditional, digital and social media. This presentation focused on: The components of the modern communications landscape; PR’s important role in content marketing; Why social media should be treated as a facet of an overall campaign; The importance of telling your story visually.

@mpranikoff #CNW

Michael Pranikoff Global Director, Emerging Media PR Newswire http://about.me/michaelpranikoff michael.pranikoff@prnewswire.com Twitter / @mpranikoff @mpranikoff #CNW

The most profound technologies are those that disappear. They weave themselves into the fabric of everyday life until they are Indistinguishable from it…. - Mark Weiser @mpranikoff #CNW

@mpranikoff #CNW

@mpranikoff #CNW

Source: Forrester Research Put Distribution At The Heart Of Content Marketing– 10/3/12 @mpranikoff #CNW

Source: Forrester Research Put Distribution At The Heart Of Content Marketing– 10/3/12 @mpranikoff #CNW

Content Marketing The creation and sharing of high quality, valuable content by the brand to engage current & potential audience and influencers. AWARENESS CONSIDERATION PREFERENCE CHOICE Content Marketing will AMPLIFY your existing media campaigns, increase VISIBILITY and drive ENGAGEMENT leading to your desired outcome. @mpranikoff #CNW

Advertiser Rating Effectiveness for Lead Generation of Marketing Methods PR is a strong component in the marketing mix 90% Consumer Rates Method More Effective 80% Own Sites Email Own Events 70% PR Own Social Consumer Exhibitions Search Ads on Social Nets 60% Conferences Custom Print Direct Mail Print Magazines Print Newspaper B2B Rates Method More Effective 50% 40% General Sites Smartphones Virtual Exhibitions Collateral Print Directories Sponsorship Tablets Webinars 30% Topic Specific Sites Vertical Search 20% Blue = Digital, Orange = Traditional 10% 10% 20% 30% 40% 50% B2B @mpranikoff 60% 70% 80% 90% Source: Outsell 2013 Advertising and Marketing Study #CNW

Lucas Herscovici VP Digital Marketing, Anheuser Busch @mpranikoff #CNW

Paid Media Promoted Traditional Ads Converged Media Corporate Content Branded That Is Shared Sponsored Earned Media Organic @mpranikoff Based on Altimeter Group Research Owned Media #CNW

THE VALUE EXCHANGE BRAND AUDIENCE Currency = Content Currency = Personal Info The brand continuously delivers relevant content & establishes its worth to the audience The audience trusts the brand enough to identify themselves & grant permission for engagement @mpranikoff #CNW Jane Smith jane.smith@xyz.com 555-555-5555 CEO, XYZ Corp.

Source: http://flic.kr/p/aavRAC @mpranikoff #CNW

EQ > IQ EMOTIONS TRUMP INTELLIGENCE @mpranikoff #CNW

http://youtu.be/xwndLOKQTDs @mpranikoff #CNW

@mpranikoff #CNW

@mpranikoff #CNW

@mpranikoff #CNW

“ Guinness Friendship scored 30 percent higher than other beer brands during the quarter @mpranikoff #CNW

Growth = Opportunity Mobile Growth has outpaced desktop web growth 8X Smartphone sales passed PC Sales in 2012 PC 100M+ Desktop Internet 1B+ Source: Morgan Stanley, April 2013 @mpranikoff #CNW Mobile Consumer 10B+

MULTI-PLATFORM CONSUMPTION IS TODAY’S NEW REALITY 1 in 3 minutes spent online is now spent beyond the PC. @mpranikoff #CNW

TV NO LONGER COMMANDS OUR ATTENTION Source: Google The New Multiscreen World – August 2012 @mpranikoff #CNW

77% OF TV VIEWERS USE ANOTHER DEVICE AT THE SAME TIME IN A TYPICAL DAY Source: Google The New Multiscreen World – August 2012 @mpranikoff #CNW

91% OF ADULTS HAVE THEIR PHONE WITHIN ARMS REACH 24/7 Source: Pocket Your Shop @mpranikoff #CNW

@mpranikoff #CNW

@mpranikoff #CNW

Mobile Video Is Booming! 2013 = 2 TERABYTES OF MOBILE VIDEO PER MONTH 2017 = 8 TERABYTES OF MOBILE VIDEO PER MONTH Source: Cisco / BI Intelligence, Oct 2013 @mpranikoff #CNW

What Form of Advertising / Marketing Content Do You Trust? – Recommendation from People I Know 89% 90% Global Average – 92% 94% 92% Source: Nielsen Global Trust in Advertising – April 2013 @mpranikoff #CNW

What Form of Advertising / Marketing Content Do You Trust? – Branded Websites 44% 52% Global Average – 58% 58% 73% Source: Nielsen Global Trust in Advertising – April 2013 @mpranikoff #CNW

What Form of Advertising / Marketing Content Do You Trust? – Editorial Content Such As News Articles 58% 64% Global Average – 62% 60% 69% Source: Nielsen Global Trust in Advertising – April 2013 @mpranikoff #CNW

@mpranikoff http://www.watblog.com/wp-content/uploads/2008/08/google-in-google-we-trust.jpg #CNW

@mpranikoff #CNW

@mpranikoff #CNW

@mpranikoff #CNW

LAUNCH OF GOOGLE PENGUIN- April 2012 New Guidelines Added July 18, 2013 @mpranikoff #CNW

@mpranikoff #CNW

•Write quality content that gets Social Signals (pluses and shares). The general process here is: •Attract natural links to the content. •Encourage engagement and sharing on the site. •Build up your ‘PageRank’ for quality signals. •Attract mentions/links from other influencers. •Build up your relationships within your Circles. •Take a ‘PR’ approach to website promotion (get mentioned for natural reasons). •Develop a content strategy that generates engagement and regular interactions (earned media as opposed to paid). @mpranikoff #CNW

Google Hummingbird Launches September 2013 @mpranikoff #CNW

Hummingbird Is About Conversational Search, Location, Speed & Mobile @mpranikoff #CNW

Time & Location Impact What We Do With Our Mobile Devices Source: Google The New Multiscreen World – August 2012 @mpranikoff #CNW

3 Out Of 5 Searches Are Done Via Mobile Devices Today Source: Google The New Multiscreen World – August 2012 @mpranikoff #CNW

Responsive Design @mpranikoff #CNW

USE VISUAL CONTENT @mpranikoff #CNW

Use Less Words @mpranikoff #CNW

More Multimedia = More Views * The number of stories with downloadable files such as PDFs, PPTs, DOCs is significantly fewer than those without, however the data shows the potential for very high visibility when such assets are included along with other multimedia assets. Source: PR Newswire Web Analytics, June 2012 @mpranikoff #CNW

Using multimedia in your releases increases journalist and public engagement According to internal sample research comparing press releases that contain multimedia with those that do not. @mpranikoff #CNW

@mpranikoff #CNW

Easy To View = Easy To Use @mpranikoff #CNW

@mpranikoff http://www.facebook.com/notes/facebook-engineering/visualizing-friendships/469716398919 #CNW

Content Must Be Mapped To Business Objectives @mpranikoff #CNW

Content Must Be Appealing @mpranikoff #CNW

@mpranikoff #CNW

Plan For The Future @mpranikoff #CNW

@mpranikoff #CNW

Publish a steady stream of content TRUST RELIABILITY DELIGHT Keep it relevant & interesting @mpranikoff #CNW @mpranikoff #CNW

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