the future for marketers - strategy, creativity and technology
DESCRIPTION
By Paddy Moogan at Marketing Festival 2014 in Brno. Paddy talks about the future for marketers which is in the middle of strategy, creativity and technology.TRANSCRIPT
The Future for Marketers: Creativity, Technology &
Strategy
Paddy Moogan
Creativity Technology
Strategy
The Future
The Past
Creativity Technology
Strategy
Creativity Technology
Strategy
@paddymoogan
My job back then was straightforward
A few hundred words of content
Job done
Creativity Technology
Strategy
@paddymoogan
@paddymoogan
This was my first infographic
[Removed!]
@paddymoogan
It was shit
@paddymoogan
All I cared about was links
@paddymoogan
Things were starting to change
@paddymoogan
2010 – Caffeine Update
@paddymoogan
Caffeine was a clue of what would be coming
@paddymoogan
2011
@paddymoogan
Panda worked very, very well
Organic traffic
Revenue from organic search
There was collateral damage
But Google were fine with that
These didn’t matter as much
What did we do?
@paddymoogan
We started to invest more in understanding content
We invested in outreach & PR
@paddymoogan
We learned more about creativity
@paddymoogan
We built this
750 Linking Domains, 12,000 Tweets, 150,000 Likes
@paddymoogan
Our competitors were often beating us
Buying links
@paddymoogan
Focusing on manipulation of search signals
@paddymoogan
Honestly, we were laughed at
We lost business because of this
@paddymoogan
We continued to build the creative team
@paddymoogan
We realised that scalable link building was at risk
@paddymoogan
Google had shown us…
Will Critchlow, Distilled a few months before Penguin
I think we will see a "Panda for links"
@paddymoogan
2012
Most SEOs
@paddymoogan
…we’d built around 20 “big” content pieces and got some good links
@paddymoogan
Some good, some not so good
@paddymoogan
But links are only one part of this content thing
Creativity Technology
Strategy
@paddymoogan
We started to think more about strategy
We were reporting on the wrong things
We were reporting on the wrong things
Measure people, not sessions
The Future
1. Robots are filtering everything we see 2. Robots are predicting what we want to see 3. Content marketing is mobile marketing
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
3 Big Trends
Source
Your content needs to break through filter bubbles
This is good, but not enough
You need a wide range of traffic sources to break through filter bubbles
Loyalty is your goal
@paddymoogan
We have a common framework to use
6 principles made an idea “sticky” Simple Unexpected Concrete Credible Emotional Story
Simple Unexpected Concrete Credible Emotional Story The core message is simple
Simple Unexpected Concrete Credible Emotional Story It’s a novel execution
Simple Unexpected Concrete Credible Emotional Story It takes something abstract & makes it visible
Simple Unexpected Concrete Credible Emotional Story It’s based on sound data
Simple Unexpected Concrete Credible Emotional Story Interest in routines of creative people
Simple Unexpected Concrete Credible Emotional Story It tells the story of these creative people
@paddymoogan
We use this framework to evaluate all our content ideas
@paddymoogan
The key here isn’t the framework
@paddymoogan
It’s the ability to give each other useful feedback
Hey Phil, I have this awesome content idea, it’s amazing.
Hey Phil, I have this awesome content idea, it’s amazing.
No Paddy, it’s shit
@paddymoogan
We bring our outreach and PR team into the process early
@paddymoogan
What websites do you think would cover this content or story?
@paddymoogan
Would you be happy to promote this piece of content?
1. Robots are filtering everything we see 2. Robots are predicting what we want to see 3. Content marketing is mobile marketing
3 Big Trends
@paddymoogan
@paddymoogan
Ray Kurzweil Joins Google In Full-Time Engineering Director Role; Will Focus On Machine Learning, Language Processing
@paddymoogan
2013 - Hummingbird
@paddymoogan
@paddymoogan
@paddymoogan
…inventor and futurist Ray Kurzweil talked confidently about making Google’s current
search technology obsolete. Source
@paddymoogan
…inventor and futurist Ray Kurzweil talked confidently about making Google’s current
search technology obsolete. Source
@paddymoogan
He said this in June 2014
@paddymoogan
@paddymoogan
Indexing Understanding
@paddymoogan
Predicting
Source
“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
@paddymoogan
They are predicting what adverts we want to see too
@paddymoogan
“We want to get you out of Google and to the right place as fast as possible.” - 2004
@paddymoogan
@paddymoogan
@paddymoogan
This also happened in 2004…
@paddymoogan
It’s never going to slow down
@paddymoogan
@paddymoogan
@paddymoogan
@paddymoogan
TIME
TO
TA
L S
IGN
AL
INFO
RM
AT
ION
explicit signal implicit signal
@paddymoogan
TIME
TO
TA
L S
IGN
AL
INFO
RM
AT
ION
explicit signal implicit signal
@paddymoogan
TIME
TO
TA
L S
IGN
AL
INFO
RM
AT
ION
explicit signal implicit signal
@paddymoogan
TIME
TO
TA
L S
IGN
AL
INFO
RM
AT
ION
explicit signal implicit signal
@paddymoogan
TIME
TO
TA
L S
IGN
AL
INFO
RM
AT
ION
explicit signal implicit signal
Context
@paddymoogan
Context is more important than keywords
@paddymoogan
We need to move beyond keywords and towards context
We need to understand our customers and meet their expectations
1. Robots are filtering everything we see 2. Robots are predicting what we want to see 3. Content marketing is mobile marketing
3 Big Trends
Source
Mobile search overtaking desktop
77% of mobile searches are in a location where people have a PC available to them
Source
Source
Technical setup of 100 US Online Retailers
Source: Recent B2B Distilled campaign
Traffic to our client website by device
Source: Recent B2B Distilled campaign
Traffic to a piece of content
Jon Wiley Lead Designer for Google Search - Source
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
Today we've carried over several of those changes to the
desktop experience.
Source
Dr. Pete predicted this
Source
Mobile vs. Desktop Facebook users
Source
Mobile vs. Desktop Facebook users
Desktop Only
Source
Mobile vs. Desktop Facebook users
Mobile Only
Desktop Only
@paddymoogan
How do people find your content?
Some members of the audience Right now
So we just need to make our websites responsive?
400,000 visits from m.huffpost.com
Traffic from Facebook
Traffic from Facebook
@paddymoogan
Just knowing technology is NOT enough
Your content needs to be mobile first
Last touch attribution doesn’t work well for mobile
Apple Pay is still very new
Source
https://qualaroo.com/products/mobile/
https://qualaroo.com/products/mobile/
Creativity Technology
Strategy
Thank you!
Paddy Moogan
VP Operations London, Distilled
@paddymoogan