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Revolution in the media is a massive opportunity to your company

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My presentation from the Northern Glow conference in Oulu as part of the panel Revolution in the media is a massive opportunity to your company. Looking at how the media has changed, what media has to do and what companies need to do and understand

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Revolution in the media is a massive opportunity to your company

  1. 1. Hyvää huomenta, nimeni on @Eskedal #NorthernGlow
  2. 2. THE PROLIFERATION OF MEDIA The media landscape has become insanely cluttered. There’s a magazine, TV channel, radio station, and a gajillion websites for every conceivable interest. @Eskedal #NorthernGlow
  3. 3. THE PROLIFERATION OF MEDIA RADIO: 1933 - 1 STATION - 2015: 275 TV CHANNELS: 1960 - 1 - 2015 39 (NORWEGIAN) NEWSPAPERS: 1763 - 1 - 2015 230
 CIRCULATION: 1999 - 3,146,000 -2015 2,150,000 MARKETING MESSAGES: 
 1998: 3000 PR DAY - TODAY 1500 STORIES ON FACEBOOK ALONE
  4. 4. PAPER NEWS ONLINE NEWS SHARE OF READERS @Eskedal #NorthernGlow
  5. 5. LESS THAN 50%OF NORWEGIANS READS PAPER NEWS @Eskedal #NorthernGlow
  6. 6. ONLINE IS THE SOURCE FOR NEWS Edelman Trust Barometer 2015@Eskedal
  7. 7. CHANGE IN TRAFFIC SOURCES • Frontpage incline • Google and Facebook more and more important • Write for Google • Write for sharing @Eskedal #NorthernGlow
  8. 8. BUZZ IS NOT THE SOLUTION «…YOU WONT BELIVE WHAT HAPPENED NEXT» @Eskedal #NorthernGlow
  9. 9. EST 25%
 USE ADBLOCKS @Eskedal #NorthernGlow
  10. 10. 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
  11. 11. 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
  12. 12. WE WANT SHORTER FORMATS (VISUAL) OR LONG READS
  13. 13. NO MORE: REPLACE OLD AD INCOME WITH NEW DIGITAL AD INCOME @Eskedal #NorthernGlow
  14. 14. KEY TO SUCCESS FOR MEDIA: TECHNOLOGY AND RELEVANCE
  15. 15. CONTENT MARKETING @Eskedal #NorthernGlow
  16. 16. 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
  17. 17. THREAT? @Eskedal #NorthernGlow
  18. 18. WHAT'S THE DIFFERENCE? • It’s still an ad • Only produced and made with the insight of media itself.
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. SUMMARY • THE CUSTOMER HAS CHANGED • MEDIA MUST CHANGE NOW • COMPANIES MUST CHANGE NOW • DATA IS THE NEW CURRENCY • USE IT @Eskedal #NorthernGlow
  23. 23. KIITOS
  24. 24. CONTENT POINTS 5 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 journalister People 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

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