埃森哲发布年度报告《2017市场趋势》.pptx

;;;;With brand strategists and content marketers preaching the storytelling gospel and the idea of storytelling incorporated into many marketing strategies across the globe, focus in 2016 shifted onto ‘storydoing’ – creating stories by what brands do, rather than what they tell. In 2017, brand content will evolve further with the ever-increasing flow of communication to and from customers. Brand owners will step back, stop driving conversations and instead make room for audiences to shape their own stories. Expect content that’s more personal and instant, and expect it to play out as short stories and live video. Watch out for the ‘filter paradox’, as more content will be unfiltered in the traditional sense, but with filters applied camera-style.;WHAT HAPPENED;In 2017, following the bitter presidential campaigning in the U.S, and the U.K.’s divisive Brexit vote, the world will continue to feel increasingly divided. This will be exacerbated by the proliferation and ubiquity of information sources and the side effects of the services developed to meet growing demands for information delivered more efficiently. More of us are turning to social media and aggregation sites to navigate the noise. Yet, curated feeds are creating self-affirming and closed loop systems, like recommendation engines and algorithms feeds – giving the perception that the world agrees with our point of view. We will need powerful stories that cut through, unite and overcome a so-called content shock, the point at which too much content makes content marketing, in its traditional sense, no longer sustainable. Brand owners must heed three key lessons from content saturation. First, just because you create content doesn’t guarantee an audience. Second, success is not always driven by the highest production-quality content. Brand owners love glossy content, but they will have to get over themselves if they are to fully embrace consumers’ growing preference for content that is rough and ready. Third,