Alex Morrison NAD Conference 2014: Keynote Address

Welcome to the Age of Content Marketing

CONTENT MARKETING: WHY IT’S HERE AND WHY IT’S NOT GOING AWAY

NAD ANNUAL CONFERENCE 2014 KEYNOTE ADDRESS


Alex Morrison SVP, Director of Digital Marketing

Grey Group

[email protected] Follow Me: @alexgmorrison

We now live in an age where a celebrity can sue a drug store over a tweet

It’s either the scariest or most exciting time

HOW DID WE GET HERE?

Multi-screening means less focus on any one thing

The Most Used Gesture In The World

MYLIFE

YOURBRAND>

Brands can no longer rely on campaigns that ask for attention

but give nothing in return

What people care about

What the brand cares about


Welcome to the Age of Brand as Publisher

This is Not A New Idea…

In 1900 Michelin published the first edition of a guide for French motorists. At the time there were fewer than 3,000 cars in France,

and the Michelin guide was intended to boost the demand for

cars, and thus for car tires.

“Find what people care about and make it better.”

A (more) modern example…

Wine Library TV featured wine reviews and advice on wine

appreciation. Episodes taped Monday through Thursday,

answering questions submitted via social media.

$4 Mil

$60 Mil

Year 1 Year 2 Year 3 Year 4 Year 5

Content marketing is not advertising.

It’s the fuel for conversation

& engagement.

Enter: The Feed Content Reduced To Its Most Atomic Form

In a world where people check their phones 150 times per day, brands have learned to Love the Feed.

*Kleiner Perkins Study 2013

time

CAPACITY TO CONSUME CONTENT (i.e. # of stories per day)

AMOUNT OF CONTENT

Too Much Content, Not Enough Time

time

AMOUNT OF CONTENT

CAPACITY TO CONSUME CONTENT (i.e. # of stories per day)

The Rise of Feeds

The New Normal For Brands: More Content + More Often + Less Depth of Engagement

*An April Fool’s Joke

How do brands remain relevant in a world dominated by The Feed?

Usefulness drives relevance

VS.

x

Timeliness drives relevance

#BENDGATE

Authenticity drives relevance

- Joseph Tripodi, CMO of Coca-Cola

Everything that we do has to be dealing with these new ways of consumer

engagement. That’s the new world order we’re living in.

If we don’t evolve, we’re going to die.”

It’s a new world.

Let’s collaborate & shape it together.


Questions?



Thank you.


Alex Morrison NAD Conference 2014: Keynote Address

Marketing

Transcript of Alex Morrison NAD Conference 2014: Keynote Address