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THE PROLIFERATION OF MEDIAThe media landscape has become insanely cluttered. There’s a
magazine, TV channel, radio station, and a gajillion websites for every conceivable interest.
@Eskedal #NorthernGlow
THE PROLIFERATION OF MEDIA
RADIO: 1933 - 1 STATION - 2015: 275
TV CHANNELS: 1960 - 1 - 2015 39 (NORWEGIAN)
NEWSPAPERS: 1763 - 1 - 2015 230CIRCULATION: 1999 - 3,146,000 -2015 2,150,000
MARKETING MESSAGES: 1998: 3000 PR DAY - TODAY 1500 STORIES ON FACEBOOK ALONE
CHANGE IN TRAFFIC SOURCES
• Frontpage incline
• Google and Facebook more and more important
• Write for Google
• Write for sharing@Eskedal #NorthernGlow
WHAT I CHOOSE TO SEE
WHAT I WANT TO SEE WHEN I WANT TO SEE IT
WHAT I WANT TO HEAR WHEN I WANT TO HEAR
WHAT THE BRODCASTER WANT ME TO SEE
WHAT THE NEWS OUTLET WANT ME TO SEE
HELPS ME FIND WHAT MOST PEOPLE FINDS BEST
@Eskedal #NorthernGlow
WHY WE DON’T WANT TO PAY FOR NEWS TODAY:
THE TECHNOLOGY FOR PERSONALIZED CONTET IS HER, USE IT.
LACK OF EXCLUSIVE CONTENT INTERUPTIONS WITH ADS LACK OF PERSONALISATION
@Eskedal #NorthernGlow
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
Content Marketing Institute 2015" "@Eskedal #NorthernGlow
WHAT'S THE DIFFERENCE?
• It’s still an ad
• Only produced and made with the insight of media itself.
IT'S ABOUT DISTRIBUTION
Distribution: 138 000 Cost pr «hit»: € 0,13
€18 400
950 000 - 2 200 000
Message to ALL Message to targeted group
@Eskedal #NorthernGlow
DATA IS THE NEW CURRENCY
• What's my interests
• What have I read
• What engages
• Give me ads that is of interest to me
@Eskedal #NorthernGlow
OPPORTUNITIES FOR CORP COM
• Be your own media house
• Make the journalist want to come to you
• But: Stop «selling» yourself, help the journalist tell stories to HER readers
@Eskedal #NorthernGlow
SUMMARY
• THE CUSTOMER HAS CHANGED
• MEDIA MUST CHANGE NOW
• COMPANIES MUST CHANGE NOW
• DATA IS THE NEW CURRENCY
• USE IT@Eskedal #NorthernGlow
CONTENT POINTS5 key point you will focus on your presentation:Less than half of the Norwegians read printed news Online newspapers has now past printed news - Færre og færre journalisterPeople spend more and more time online Adblocking is more and more common Buzz is not the solution
5 Questions you will answer raised from your presentation:Content Marketing is nothing new, but why do journalist feel so threaten by it? And should they fear it? Is the media dying? And is this good or bad for us as companies. Why the media is not the answer, but the distribution. Why mass marketing is only noise and data is the new currency