Key Behavioural Trends That Have Shaped Our Approach To Performance Content
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The document discusses the evolving landscape of content development, highlighting key behavioral trends driven by data, demand, devices, and diversity. It emphasizes the importance of creating meaningful connections with consumers through mobile-optimized and engaging content while adapting to changing search behaviors and preferences. Brands that effectively leverage data and embrace diverse digital touchpoints are more likely to engage consumers and improve their performance in a fragmented media environment.
Key Behavioural Trends That Have Shaped Our Approach To Performance Content
- 1. The Key Behavioural Trends That Have Shaped Our Approach Matt Dailey & Marcus Johnson
- 2. • How the explosion of available data informs content development and measurement? DATA • What are the opportunities that have arisen from the change in the content people are looking for? DEMAND • How does the explosion in devices impact content development considerations? DEVICES • How has the growth of digital touchpoints has influenced content? DIVERSITY INTRODUCTION
- 3. TWO FORCES ARE COMING TOGETHER IN A PERFECT STORM FOR BRANDS
- 4. 90% OF CONSUMERS DON’T CARE ABOUT BRANDS Source: millward brown neuroscience practice- 6000 studies
- 5. TIME IS FRAGMENTED AND OVERLAPPING 90% OF ALL MEDIA INTERACTIONS ARE ON A SCREEN 17 MINS 30 MINS 39 MINS 43 MINS 77% ARE ON ANOTHER DEVICE AT THE SAME TIME Google data 2013
- 6. RESULT: ATTENTION SPAN IS AT AN ALL TIME LOW 2000 12 seconds 2015 8 Seconds Source: Microsoft study
- 7. BRANDS NEED TO BE DISTINCT, NOT DIFFERENT “The new market challenge isn’t just how to cut through but how to make a genuine connection that engages and inspires active participation and sharing. Understanding what matters to people and connecting more meaningfully” Source: Hall and Partners - Making it matter
- 8. BRANDS NEED TO BE Cohn &Wolfe: 2014 Global authenticity study USEFUL ENTERTAINING AUTHENTIC
- 9. AND YOU CAN’T DO THIS THROUGH TRADITIONAL ADVERTISING
- 10. THE BACKLASH IS WELL UNDERWAY USING AN ADBLOCKER BY 2017
- 11. FOUR TRENDS THAT HAVE INFLUENCED OUR APPROACH TO CONTENT DATA DEMAND DEVICES DIVERSITY
- 13. MULTITUDE OF DATA SOURCES TO INFORM CONTENT CREATION SOCIAL LISTENING SEARCH TRENDS BEHAVIOURAL INDICATORS FAQs UGC SALES TRENDS
- 14. Why do we need to evolve the way we work? CASE STUDY: RBS MONEYCLIP
- 15. ESTABLISHING POTENTIAL THEMES AND VOLUME OPPORTUNITY
- 16. LOOKING AT CONVERSATION AREAS BY PLATFORM
- 17. REVIEWING WHAT OTHERS ARE ALREADY DOING
- 18. 1 ONGOING CONTENT PRODUCTION AROUND TIPS, MINUTES AND LIVES 2 INFORMED BY DATA IDENTIFYING WHAT MATTERS TO CONSUMERS 3 GROWING THE AUDIENCE WE HAVE PERMISSION TO TALK TO
- 19. THERE ARE MANY POTENTIAL MEASRUEMENT METRICS CLICKS USE VIEWS SHARES COMMENTS COMPLETED VIEWS LIKES CTR VTR SALES LEADS CLEAR UNDERSTANDING OF THE PURPOSE OF THE CONTENT AND WHAT SUCCESS LOOKS LIKE
- 20. HAVE TO THINK BEYOND INFLUENCE OF THE LAST CLICK content Search Display Search Affiliates LAST CLICK APPROACH X X X X Email Search Display Search Affiliates MULTI-TOUCH ATTRIBUTION content Search Display Search Affiliates Which interaction is responsible for the conversion? The industry default A better way…
- 22. THE WAY PEOPLE ARE SEARCHING IS CHANGING 66% INCREASE IN ‘HOW’, ‘WHAT’, ‘WHY’ & ‘WHERE’ SEARCHES 55% OF TEENS USE VOICE SEARCH EVERYDAY 25% GOOGLE SEARCHES RETURN ANSWER BOXES OR KNOWLEDGE GRAPH
- 23. VIDEO IS KEY TO SATING THIS DEMAND OF USERS WILL WATCH A VIDEO OVER READING TEXT 70% INCREASE IN ‘HOW TO’ SEARCHES ON YOUTUBE 60% 30% INCREASE IN CONVERSION WITH PRODUCT VIDEOS* ZAPPOS - FASHION RETAILER*
- 24. LEADING TO NEW OPPORTUNITIES TO ASSOCIATE YOUR BRAND
- 26. MOBILE HAS ARRIVED 2.8 HOURS SPENT ON MOBILE (NON-VOICE) EACH DAY 43% INCREASE IN DATA USAGE ‘14 TO ‘15
- 27. Video is mobile. 46% OF ALL VIDEO IN PLAYS IN Q4 2015 WERE ON MOBILE
- 28. KEY CONSIDERATIONS 47% of traffic to a 6,000 word article came from mobile - BuzzFeed DOESN’T HAVE TO BE SNACKABLE 9X higher VTR for vertical video ads than horizontal - SnapChat GIVE A NATIVE EXPERIENCE BUILD FOR AN APP FIRST WORLD 90% of a users time in mobile is spent in apps
- 29. THINK ABOUT INTEGRATING CONTENT WITH DEVICE FEATURES LOCATIONVISUALSOUND MOMENTS MOVEMENT
- 30. CASE STUDY – HOW TO APPROACH MOBILE CONTENT INCREASE IN TIME SPENT ONSITE50% INCREASE IN MOBILE TRAFFIC37% REDUCE COPY TIGHTEN HEADLINES MOBILE-ONLY VIDEO CHANGE IMAGES
- 33. NON-WEBSITE ASSETS CAN ACCOUNT FOR A BIG PROPORTION OF PRESENCE 75% of traffic does not involve the user visiting the website Facebook Native Video Website or Apps Snapchat YouTube Facebook Referral Images on Facebook Other Google
- 34. INTEGRATING OWNED STRATEGIES CREATES NEW OPPORTUNITIES BRAND CONTENT ON A PARTNER WEBSITE 72% STRONGER ORGANIC VISIBILITY THAN BRAND WEBSITE CONTENT ON A NEW DIGITAL TOUCHPOINT ALLOWS STRONGER PERFORMANCE THAN FORMERLY POSSIBLY
- 35. BRANDS THAT EMBRACE THEIR TOUCHPOINTS DO BETTER “The brands most likely to convert digitally jaded consumers into purchasers offer the strongest array of digital experiences.” - McKinsey
- 36. KEY TAKEAWAYS ‒ Content should be informed by data ‒ Decide on your measurement metric ‒ What questions can you answer? ‒ Where can you drive relevance? ‒ Optimise for mobile consumption ‒ Utilise device features ‒ Explore New Opportunities ‒ Ubiquity drives performance DATA DEMAND DEVICES DIVERSITY
Editor's Notes
- #12: Data and the multitude of way s of informing and measuring content Demand – the rise of the how to search
- #16: USING SEARCH AND SOCIAL LISTENING
- #23: Massive increase in the amount of natural language searches – people are starting to demand their devices understand what they’re looking for. https://googleblog.blogspot.co.uk/2014/10/omg-mobile-voice-survey-reveals-teens.html https://backchannel.com/how-google-search-dealt-with-mobile-33bc09852dc9#.adkl80482
- #24: We’re not only looking for the answer – we want the right answer in the right format. If you’ve got a downloadable pdf about how to tie a bow tie, no one’s going to read it – it’s the wrong content. If you hit the right type of content and format then you’ll drive more shares, coverage and likes. https://www.thinkwithgoogle.com/articles/i-want-to-do-micro-moments.html https://econsultancy.com/blog/61817-six-retailers-that-used-product-videos-to-improve-conversion-rates#i.xlzza21dq9f7mw https://www.singlegrain.com/video-marketing/just-stats-science-video-engagement/
- #27: When we’re trying to determine the right type of content, we also have to think about who, where and on what the content is going to be consumed. Everyone is using mobile. http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/
- #28: http://go.ooyala.com/wf-video-index-q4-2015.html Video is not only increasingly being consumed on mobile, it’s also becoming the preferred format.
- #29: http://www.theatlantic.com/technology/archive/2014/01/sit-back-relax-and-read-that-long-story-on-your-phone/283205/ http://flurrymobile.tumblr.com/post/127638842745/seven-years-into-the-mobile-revolution-content-is But the mobile and desktop experiences are very different – you don’t need (and shouldn’t have) discreet mobile vs desktop strategies, but it’s vital to consider the two experiences.
- #31: Optimise for mobile – utilise the available real estate, ensure desktop assets aren’t replicated across mobile without consideration first, and even consider making content mobile-specific when appropriate. HuffPo did this and smashed it. https://www.thinkwithgoogle.com/intl/en-gb/case-studies/the-huffington-post-boosts-mobile-visitors-by-37-following-site-redesign.html
- #34: http://recode.net/2015/09/16/this-week-on-recode-decode-ceo-jonah-peretti-explains-how-buzzfeed-won-the-internet/ While your website is it still one of your strongest content touchpoints, new digital touchpoints allow you to drive significant traffic and visibility.
- #35: The ability for brands to own their content on new digital platforms allows them to overcome obstacles that would otherwise require further investment and achieve goals otherwise unachievable
- #36: Brands embracing digital platforms are more likely to succeed in a crowded market