Mediacom Engage: Connected Planning

While several of my colleagues were off in Glasgow at Digital 2013 last Thursday, I took part in the Mediacom Engage Lecture series here in Edinburgh.  The day featured four speakers covering a wide range of issues and innovations in regards to marketing and media connectivity.  If you weren’t lucky enough to tag along, read on to find out the top things I took away from the day!


Presentations were given by:

Pauline Robson – Director at Mediacom
Derek Scobie – Head of YouTube Brand Propositions, Northern & Central Europe at Google
Neil Perkin – Founder at Only Dead Fish
Jem Lloyd Williams – Managing Partner: Head of Digital Strategy, Mediacom

Pauline Robson’s talk on multiscreen activity was particularly enlightening for someone who is still a little baffled by the release of the iPad mini. So is this it, then? The long-fated year of the mobile? In an evening, it wouldn’t be out of the question for me to be in my living room surrounded by 6 screens including mobile phones, tablets, television, and laptop screens.  Pauline made the interesting assertion that despite some common beliefs, devices have reached a certain level of fluidity in their use.  Rather than desktops solely used for research and business, or mobiles exclusively being used for social apps and messaging, consumers have started using screens for any use that suits them.  TV programmes are watched on mobiles, televisions are being used as extensions of lap top screens, and tablets are used for products research and purchasing. Pauline raised the question, “How are you taking advantage of multiscreen interaction?”

Derek Scobie provided a few insights into the many sides of YouTube, in particular the side advertisers and marketers really need to engage with. This part of YouTube is jam packed with purpose made content directed to channel subscribers.  Not only are these videos original, consistent, and collaborative, their authentic and branded content keeps users coming back, making directed advertising placements and collaborations with other brands highly profitable. Sure, everyone’s seen Charlie Bit My Finger, but have they subscribed to the channel? On the other hand, millions of people have also seen the disgusting and mesmerizing Epic Meal Time (Fast Food Lasagna is my favourite) and I for one can personally vouch for the overwhelming urge to subscribe to content these fine young chefs produce. In fact, I have. It’s nauseating and wonderful. Most recently, they’ve teamed up with Adam Richman of Man vs. Food fame and The You Generation, increasing their brand awareness by collaborating with other popular content creators.

Neil Perkin’s presentation on content marketing delved into the different methods of content curating and the value of these methods in the creation of content hubs (sound familiar Attacats??). Content can be algorithmically gathered (SERPs), professionally created (blogging), or manifest from social platforms. The perfect content hub will be representative of all three types of curating, facilitating the consumption of media and information and providing good “stock” for consumers.

Jem Lloyd Williams summed up the day with two main thoughts: “Connected Planning” is about “no dead ends” and consumer behaviour has not changed with technology, but the way in which we USE technology has.

People have always been interested in finding out more about what media or content they’re consuming at that moment.  Fifteen years ago, I might have been watching a television show about princesses and then used Encarta 95 to learn more about medieval England.  Now I just type in “princesses” into my smart phone and then use my tablet to shop for the latest styles in henin hats. If the designer of the henin shop is operating under a connected planning strategy, I might be moved along to then view even more content about princesses on a sister site, maybe even picking up the latest series of Game of Thrones while I’m at it. “No dead ends” just means there should always be another step in the process, another piece of content to see.

Sorry you missed it? Keep up to date with Mediacom events here.

Bonus Fun Facts From Thursday:
  • Along with the humorous statistic that 14% of Brits have purchased items on their mobile devices while drunk, statistics also reveal 42% of us have used a mobile device on a purchase journey.
  • Video montages make me cry nearly 100% of the time.
  • Mobile usage spikes on weekends and early in the morning.  Glad to know I’m not the only one who snuggles up to my Android in the wee hours.
  • Meg Cabot has a new book out and is giving out the first chapter for free using a QR code. I’m so there, it’s insane.

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