humans, technology & the future of marketing

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Hannah smith Content strategist humans, technology & the future of marketing

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this is what search marketing looks like today…

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Lewis Carroll @hannah_bo_banna “well, in our country”, said Alice, still panting a little, "you'd generally get to somewhere else — if you run very fast for a long time, as we've been doing.”

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Lewis Carroll @hannah_bo_banna "A slow sort of country!" said the Queen. "Now, here, you see, it takes all the running you can do, to keep in the same place. If you want to get somewhere else, you must run at least twice as fast as that!"

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seo moves fast…

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remember when keyword density was a thing?

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ctrl + a reveals the spam

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remember how strongly weighted anchor text was?

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over the years there have been many updates

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@hannah_bo_banna 2009: big brands get a boost

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@hannah_bo_banna 2010: new web indexing system

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@hannah_bo_banna 2011: crackdown on ‘thin’ content

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@hannah_bo_banna 2012: more localised results for general or broad queries

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@hannah_bo_banna 2012: crackdown on low-quality links

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@hannah_bo_banna 2013: moving from indexing to understanding

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today, search queries which shouldn’t work…

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do work

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how did they know what I meant?

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it might be bad news if you’re in the ‘information business’

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& don’t even get me started on the lack of organic results above the fold

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but it’s not just seo that’s changing…

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we’ve got wearable tech

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@hannah_bo_banna when humans & technology collide, things get complicated

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regardless of the future of glass our device usage is changing

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mobile used to mean ‘away from your PC’

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77% of mobile searches are in a location where a PC is available

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& mobile is about so much more than search

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behaviours & contexts blur across devices and locations

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we multi screen

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& speaking of devices, tv is changing

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tv doesn’t mean *on* a tv

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5% of homes in the US don’t have a tv

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this zero tv group is growing

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the US had more than 5m zero-tv households in 2013; up from just over 2m in 2007

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67% of these homes get tv content on other devices

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tv schedules limit people who don’t want limits

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he doesn’t have time for scheduled programming

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this means tv advertising is changing

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reach really didn’t used to be a problem

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audiences are fragmenting

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but it’s cool, right?

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we’ll happily watch tv ads online

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<insert your own swear here>

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but not really solving the issue, huh?

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it’s not just tv, the way we consume *all* content is changing

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we surface content through filters

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facebook protects us from unwanted content

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you still might stop seeing updates from the companies you follow @hannah_bo_banna

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Mark says you gotta pay to play

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it drives me crazy when I can't see posts from pages I’ve ‘liked’

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I'm experimenting with aggressively interacting with a new page to try to bring it into my feed & keep it there

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but it’s not just facebook

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our technology protects us from unwanted content

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permission may no longer be enough content needs to get above the sharing radar of our (personal) curators

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so what now?

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is seo,

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wearable tech,

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traditional advertising,

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written content,

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social media,

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email marketing,

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permission marketing,

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regular marketing

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& everything else

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screw it, let’s get wasted

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kidding ?

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nothing is ‘dead’

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just don’t be this guy

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things are changing

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interesting trends

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remember this?

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nimble? yes

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a ‘viral’ hit?

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“the message was retweeted and liked a bajillion times…” ~ brad tuttle TIME

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15,851 retweets = a bajillion?

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the real success was the amount of press attention this received

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fast-forward to the #GRAMMYs

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then there was the #oscars

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wait, that wasn’t a brand

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meh no one’s buying that

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real-time also looks like this

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brands as publishers

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‘online first’

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the only ad I’ve ever chosen *not* to skip

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see why for yourself dis.tl/nspcc-smx

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great uses of a new(er) platform

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touching? awkward? you decide

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Wren’s Melissa Coker @hannah_bo_banna my desire [was] to have something that’s interesting to people beyond a fashion angle

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Wren’s Melissa Coker @hannah_bo_banna [it’s] an interesting film that exists on its own rather than something that feels like a commercial, and it seems to be touching people… 

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& speaking of films that don’t feel like commercials…

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brands with values

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it’s not just about environmental values

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when you have values like that you get creative like this

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there’s also evidence to suggest this translates into business benefits

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brands that are ‘meaningful’ outperform the stock market by 120%

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move from [product] differentiation to actually making a difference  Umair Haque

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Instead of putting up another campaign of billboards with celebrities saying: ‘Buy our shoes, they’ll turn you into a master runner,’ Nike actually helps make you a better runner. That’s a constructive way to build a meaningful brand. Umair Haque

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read more dis.tl/meaningful-smx

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the future?

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safe predictions

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more devices, more challenges

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@hannah_bo_banna so get your (technical) ducks in a row

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more pressure to measure *everything* more accurately

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track people not sessions

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http://analytics.blogspot.de/2013/04/universal-analytics-business.html @hannah_bo_banna

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multi-channel attribution

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(even) less reliance on search

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my vision when we started google 15 years ago was that eventually you wouldn’t have a search query at all; you’d just have information come to you as you needed it  Sergey Brin

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less safe prediction

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there will be a deluge of content

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but no ‘content fatigue’

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people just won’t see it

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this one’s a bit ‘out there’

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only brands that stand for something will survive

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in Europe and the US, people would not care if 92% of brands disappeared

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building a brand that stands for something also helps with this…

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one thing I am sure of

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whilst it’s easy to think purely in terms of technological challenges…

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marketing is not changing *because* of technology

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marketing is changing because consumer’s expectations are evolving

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they expect you to provide a seamless experience regardless of device or location

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when they speak, they expect you to listen & respond

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they are not interested in your self-serving messages

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or your attempt to be ‘down with the kids’

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but they’ll happily be entertained

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so you need them to love your marketing

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most of all

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they have no interest in brands that fail to deliver what they want

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& they *know* you need them more than they need you

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we will evolve

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“it is not the strongest of the species that survives, nor the most intelligent that survives; it is the one that is most adaptable to change.” ~ Leon C Megginson

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I’ve only worked in this industry for 7 years

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many of you were doing this *way* before me

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I *know* how adaptable you are

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good luck out there x

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@hannah_bo_banna hannah.smith@distilled.net steal this deck:

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Credits Alice - http://www.michellesmirror.com/2012/11/white-pawn-to-red-queen-im-watching-you.html#.UyW1oPl_txw Hidden Text - http://apcmag.com/performing-search-engine-optimisation.htm Vince - http://bestof.provocateuse.com/show/vince_vaughn/98 Caffeine - http://inumcconnect.org/events/youth-ministry-coffee-chats/ Panda - http://radiofreethinker.com/2013/04/19/pandagate-panda-primer/ Venice - http://sun-surfer.com/late-afternoon-venice-italy-5674.html Penguin - http://www.aktifmag.com/wacky-waddlers-10-penguin-facts-things/ Hummingbird - http://ibc.lynxeds.com/photo/anna039s-hummingbird-calypte-anna/male-annas-hummingbird-hovering Tin Foil Hat - http://aldysnerdblog.wordpress.com/2014/02/11/6-signs/ Future Guy - http://www.chapterthree.com/blog/darius-garza/death-skeuomorphism-and-future-design Sarah Slocum - http://oglobo.globo.com/tecnologia/mulher-atacada-em-san-francisco-por-estar-usando-google-glass-11749998 News of Alleged Attack - http://sfist.com/2014/02/25/woman_claims_she_was_attacked_for_w.php Glasshole - http://www.geekosystem.com/glasshole-term-coined/ Question Mark - http://www.boredpanda.com/large-scale-street-art-murals/ Banning Google Glass - http://www.ecouterre.com/get-ready-for-the-google-glass-backlash-and-calls-for-banning-the-technology/ Danbo - http://glitterandglamorous.wordpress.com/2010/07/11/found-a-new-obsession-cute-cardboard-robot/ Modes of multi screening - http://googlemobileads.blogspot.co.uk/2012/08/navigating-new-multi-screen-world.html Jamie Oliver - http://www.ibtimes.co.uk/second-screen-key-marketing-strategy-tablet-pcs-342725 Smartphone stats - http://gigaom.com/2012/08/29/multi-screen-mania-how-our-devices-work-together/ Zero TV Stats - http://www.nielsen.com/us/en/newswire/2013/zero-tv-doesnt-mean-zero-video.html TV Schedule - http://www.thetvaddict.com/2006/09/02/fall-tv-preview-schedule-sunday/ Fragmenting - http://www.neilshirreff.com/projects/fragmented-paintings.html Fire Hydrant - http://giveupinternet.com/2009/01/14/mitchell-kapor-getting-information-off-the-internet-is-like-taking-a-drink-from-a-fire-hydrant-pic/ Filter Bubble - http://www.popuppoems.com/2011/05/19/whos-afraid-of-the-big-bad-algorithm/ Shots - http://tab.co.uk/2013/08/20/nightclub-kod-after-chloroform-vodka-scandal/ Head in the Sand - http://thehospitalitycoach.net/2013/11/09/embrace-change-and-innovate/

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Credits Kool Aid - http://kidsguidemagazine.com/drinking-the-kool-aid/44091 Pharrell - http://www.ibtimes.com/arbys-blasts-pharrells-grammys-hat-twitter-can-we-have-our-hat-back-1548140 If you have a body - http://www.swimbikerunningonempty.com/1/post/2012/12/five-things-friday.html Ducks - http://sarahtpage.com/getting-my-ducks-in-a-row/ Analytics - http://www.deckis.com/tag/universal-analytics/ Rosky - http://thepersonalgenome.com/2007/12/expectation-setting-about-the-risks-of-obtaining-and-sharing-genetic-information/ Meaningful Brands Charts - http://www.havasmedia.com/meaningful-brands/meaningful-brands-global-infographic The End is Nigh - http://vimeo.com/36167147 Love - http://realtruelove.wordpress.com/2013/02/14/love The End - http://lipna.wordpress.com/2008/10/12/everything-will-be-ok/