The Future for Marketers - Strategy, Creativity and Technology
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The document discusses the evolving landscape of marketing, emphasizing the interplay of creativity, technology, and strategy. It identifies key trends such as the impact of robots on content filtering and prediction, and highlights the shift towards mobile marketing. The importance of creating engaging content and the necessity for marketers to adapt to these changes is also underlined.
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The Future for Marketers - Strategy, Creativity and Technology
- 1. The Future for Marketers: Creativity, Technology & Strategy Paddy Moogan
- 3. The Future
- 4. The Past
- 11. My job back then was straightforward @paddymoogan
- 13. A few hundred words of content
- 16. Job done
- 19. @paddymoogan
- 20. This was my first infographic @paddymoogan
- 21. [Removed!]
- 22. @paddymoogan It was shit
- 23. All I cared about was links @paddymoogan
- 24. Things were starting to change @paddymoogan
- 25. @paddymoogan 2010 – Caffeine Update
- 26. Caffeine was a clue of what would be @paddymoogan coming
- 28. Panda worked very, very well @paddymoogan
- 29. Organic traffic
- 30. Revenue from organic search
- 31. There was collateral damage
- 32. But Google were fine with that
- 33. These didn’t matter as much
- 34. What did we do?
- 35. We started to invest more in @paddymoogan understanding content
- 36. We invested in outreach & PR
- 37. We learned more about creativity @paddymoogan
- 38. @paddymoogan We built this
- 40. 750 Linking Domains, 12,000 Tweets, 150,000 Likes
- 41. Our competitors were often beating us @paddymoogan
- 42. Buying links
- 43. Focusing on manipulation of search @paddymoogan signals
- 44. Honestly, we were laughed at @paddymoogan
- 45. We lost business because of this
- 46. We continued to build the creative @paddymoogan team
- 47. We realised that scalable link building @paddymoogan was at risk
- 48. @paddymoogan Google had shown us…
- 49. I think we will see a "Panda for links" Will Critchlow, Distilled a few months before Penguin
- 51. Most SEOs Google
- 52. …we’d built around 20 “big” content pieces and got some good links @paddymoogan
- 53. Some good, some not so good @paddymoogan
- 54. But links are only one part of this @paddymoogan content thing
- 56. We started to think more about strategy @paddymoogan
- 57. We were reporting on the wrong things
- 58. We were reporting on the wrong things
- 59. Measure people, not sessions
- 61. The Future
- 62. 3 Big Trends 1. Robots are filtering everything we see 2. Robots are predicting what we want to see 3. Content marketing is mobile marketing
- 63. 3 Big Trends 1. Robots are filtering everything we see 2. Robots are predicting what we want to see 3. Content marketing is mobile marketing
- 66. Source
- 68. Your content needs to break through filter bubbles
- 69. This is good, but not enough
- 70. You need a wide range of traffic sources to break through filter bubbles
- 71. Loyalty is your goal
- 72. We have a common framework to use @paddymoogan
- 74. 6 principles made an idea “sticky” Simple Unexpected Concrete Credible Emotional Story
- 76. Simple Unexpected Concrete Credible Emotional Story The core message is simple
- 77. Simple Unexpected Concrete Credible Emotional Story It’s a novel execution
- 78. Simple Unexpected Concrete Credible Emotional Story It takes something abstract & makes it visible
- 79. Simple Unexpected Concrete Credible Emotional Story It’s based on sound data
- 80. Simple Unexpected Concrete Credible Emotional Story Interest in routines of creative people
- 81. Simple Unexpected Concrete Credible Emotional Story It tells the story of these creative people
- 82. We use this framework to evaluate all @paddymoogan our content ideas
- 83. The key here isn’t the framework @paddymoogan
- 84. It’s the ability to give each other useful @paddymoogan feedback
- 85. Hey Phil, I have this awesome content idea, it’s amazing.
- 86. Hey Phil, I have this awesome content idea, it’s amazing. No Paddy, it’s shit
- 87. We bring our outreach and PR team @paddymoogan into the process early
- 88. What websites do you think would cover this content or story? @paddymoogan
- 89. Would you be happy to promote this @paddymoogan piece of content?
- 90. 3 Big Trends 1. Robots are filtering everything we see 2. Robots are predicting what we want to see 3. Content marketing is mobile marketing
- 91. @paddymoogan
- 92. Ray Kurzweil Joins Google In Full-Time Engineering Director Role; Will Focus On Machine Learning, Language Processing @paddymoogan
- 93. @paddymoogan 2013 - Hummingbird
- 94. @paddymoogan
- 95. @paddymoogan
- 96. …inventor and futurist Ray Kurzweil talked confidently about making Google’s current @paddymoogan search technology obsolete. Source
- 97. …inventor and futurist Ray Kurzweil talked confidently about making Google’s current @paddymoogan search technology obsolete. Source
- 98. @paddymoogan He said this in June 2014
- 99. @paddymoogan
- 103. Source
- 105. “My vision when we started Google 15 years ago was that eventually you wouldn't have to have a search query at all. You'd just have information come to you as you needed it.” Source
- 106. They are predicting what adverts we @paddymoogan want to see too
- 107. “We want to get you out of Google and to the right place as fast as possible.” - 2004 @paddymoogan
- 108. @paddymoogan
- 109. @paddymoogan
- 110. @paddymoogan This also happened in 2004…
- 111. It’s never going to slow down @paddymoogan
- 112. @paddymoogan
- 113. @paddymoogan
- 114. @paddymoogan
- 115. @paddymoogan TOTAL SIGNAL INFORMATION implicit signal explicit signal TIME
- 116. @paddymoogan TOTAL SIGNAL INFORMATION implicit signal explicit signal TIME
- 117. @paddymoogan TOTAL SIGNAL INFORMATION implicit signal explicit signal TIME
- 118. @paddymoogan TOTAL SIGNAL INFORMATION implicit signal explicit signal TIME
- 119. @paddymoogan TOTAL SIGNAL INFORMATION implicit signal explicit signal TIME
- 120. Context
- 121. Context is more important than @paddymoogan keywords
- 122. We need to move beyond keywords @paddymoogan and towards context
- 123. We need to understand our customers and meet their expectations
- 124. 3 Big Trends 1. Robots are filtering everything we see 2. Robots are predicting what we want to see 3. Content marketing is mobile marketing
- 125. Source Mobile search overtaking desktop
- 126. 77% of mobile searches are in a location where people have a PC available to them Source
- 127. Technical setup of 100 US Online Retailers Source
- 128. Traffic to our client website by device Source: Recent B2B Distilled campaign
- 129. Traffic to a piece of content Source: Recent B2B Distilled campaign
- 130. Towards the end of last year we launched some pretty big design improvements for Search on mobile and tablet devices Jon Wiley Lead Designer for Google Search - Source
- 131. Today we've carried over several of those changes to the desktop experience. Jon Wiley Lead Designer for Google Search - Source
- 132. Source Dr. Pete predicted this
- 133. Source Mobile vs. Desktop Facebook users
- 134. Source Mobile vs. Desktop Facebook users Desktop Only
- 135. Source Mobile vs. Desktop Facebook users Mobile Only Desktop Only
- 136. How do people find your content? @paddymoogan
- 139. So we just need to make our Some members of the audience Right now websites responsive?
- 142. 400,000 visits from m.huffpost.com
- 145. Just knowing technology @paddymoogan is NOT enough
- 147. Your content needs to be mobile first
- 149. Last touch attribution doesn’t work well for mobile
- 150. Apple Pay is still very new
- 151. Source
- 155. Thank you! Paddy Moogan VP Operations London, Distilled @paddymoogan