HAS THERE BEEN AMISUNDERSTANDING?

DEFINING CONTENT IN A DIGITAL LANDSCAPE

Rachelle Watson-HillSenior Publisher Development Manager

INTRODUCTIONS

Ami SpencerHead of Client Services

WHY WE’RE HERE TODAY

CONTENT IS LIMITED TO BLOGGERS

AND REVIEW SITES?

CONTENT DOES NOT DRIVE ENOUGH

SALES

INCENTIVE SITES ONLY DRIVE LAST

CLICK?

IS CONTENT VALUABLE?

WHAT IS THE ROLE

OF CONTENT IN THE

CONSUMER

JOURNEY?

I DON’T REALLY UNDERSTAND

WHAT CONTENT INCLUDES

PERCEPTION OF CONTENT

CONTENT IS

Content Marketingcon|tent mar¦ket|ing | noun

“A type of marketing that involves

the creation and sharing of online

material (such as videos, blogs, and

social media posts) that does not

explicitly promote a brand but is

intended to stimulate interest in its

products or services”

DEFINITIONS

Affiliate Network ClassificationAff|il|i|ate net|work class|if|ic|a|tion | noun

"Content websites feature

information and experiences that

may provide value for an end-

user/audience in specific context”

CONTENT IS LIMITED TO BLOGGERS

AND REVIEW SITES?

Model Categorisation

shopcade.com

kidstart.co.uk

shopstyle.co.uk

THE EVOLUTION OF PUBLISHERS

AND AFFILIATE PARTNERS

IS CONTENT VALUABLE?

HOW IS CONTENT CONSUMED BY USERS?

Singapore India Australia Philippines Malaysia Japan UK U.S.

52%

41%45% 42%

49%

54% 53%

44%

Global

Average

42%

Source:’2015 Internet

Trends Report - KPCB’

WHAT IS THE ROLE OF CONTENT IN THE

CONSUMER JOURNEY?

Display

Click

Social

MORE OFTEN AN

ASSIST INTERACTION

MORE OFTEN THE

LAST INTERACTION

Brand Paid Search

Email

Organic Search

ReferralGeneric

Paid

Search

National UK Shopping Brand

GOOGLE’S CUSTOMER USER JOURNEY

Direct

MORE OFTEN AN

ASSIST INTERACTION

MORE OFTEN THE

LAST INTERACTION

National UK Travel Brand

GOOGLE’S CUSTOMER USER JOURNEY

Generic

Paid

Search

Email Organic Search Referral Brand Paid Search Social Direct

CLICKSTREAM DATA - TRIPADVISOR

#1 website for

both upstream and

downstream

‘Travel Industry’

searches

Trip advisor have found that

96%of global hotels say that reviews are

important for hotel bookings.

INCENTIVE SITES ONLY DRIVE LAST CLICK?

Display

Click

Social

MORE OFTEN AN

ASSIST INTERACTION

MORE OFTEN THE

LAST INTERACTION

Brand Paid Search

EmailOrganic Search

ReferralGeneric

Paid

Search

Direct

NOWTV CUSTOMER USER JOURNEY

Display

Click

MORE OFTEN AN

ASSIST INTERACTION

NOWTV IN ACTION

Display

Click

MORE OFTEN AN

ASSIST INTERACTION

NOWTV IN ACTION

Social

Social Engagement

NOWTV IN ACTION

Display

Click

MORE OFTEN AN

ASSIST INTERACTION

NOWTV IN ACTION

Social

Geo-fence Push Notifications

Mobile

Display

Click

Social

MORE OFTEN AN

ASSIST INTERACTION

MORE OFTEN THE

LAST INTERACTION

Email

Generic

Paid

Search

NOWTV CUSTOMER USER JOURNEY

Personalisation and Email

Display

Click

Social

MORE OFTEN AN

ASSIST INTERACTION

MORE OFTEN THE

LAST INTERACTION

Brand Paid Search

EmailOrganic Search

ReferralGeneric

Paid

Search

Direct

NOWTV IN ACTION

Brand Search

NETWORKS AREN’T INTERESTED IN CONTENT

CJ Content Certified Program

Benefits: Advertisers

● High quality, pre-qualified Content Publishers

● Single content-specific program terms

Requirements

● Passion!

● 3,000 plus views a month

● Aesthetics

● No beta sites

● Privacy Policy

Benefits: Publishers

● Convenience

● Pre-approved offers from relevant

Advertisers

WHAT CAN WE DO MOVING FORWARD?

CHALLENGE

DISCUSS

EDUCATE

WHAT WE’VE COVERED

CONTENT IS LIMITED TO BLOGGERS

AND REVIEW SITES?

CONTENT DOES NOT DRIVE ENOUGH

SALES

INCENTIVE SITES ONLY DRIVE LAST CLICK?

IS CONTENT VALUABLE?

WHAT IS THE ROLE

OF CONTENT IN THE

CONSUMER

JOURNEY?

Thank you

Any Questions?