humans, technology & the future of marketing - smx munich 2014
TRANSCRIPT
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HANNAH SMITHCONTENT STRATEGIST
humans, technology & the future of marketing
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this is what search marketing looks like today…
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@hannah_bo_banna
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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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@hannah_bo_banna
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ctrl + areveals the spam
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@hannah_bo_banna
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remember how strongly weighted anchor text was?
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@hannah_bo_banna
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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
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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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@hannah_bo_banna
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WTF?!
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how did they know what I meant?
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@hannah_bo_banna
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@hannah_bo_banna
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it might be bad news if you’re in the
‘information business’
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@hannah_bo_banna
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@hannah_bo_banna
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@hannah_bo_banna
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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
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@hannah_bo_banna
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@hannah_bo_banna
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@hannah_bo_banna
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@hannah_bo_banna
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@hannah_bo_banna
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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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&
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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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@hannah_bo_banna
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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 meanstv 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 watchtv ads online
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aaaaaaarrrggghhhhh
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<insert your own swear here>
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cute
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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 stopseeing updates
from the companies you follow
@hannah_bo_banna
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Mark says you gottapay 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 enoughcontent 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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mobile,
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tv,
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traditional advertising,
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written content,
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video,
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social media,
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email marketing,
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permission marketing,
![Page 103: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/103.jpg)
regular marketing
![Page 104: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/104.jpg)
& everything else
![Page 105: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/105.jpg)
dead?
![Page 106: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/106.jpg)
screw it, let’s get wasted
![Page 107: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/107.jpg)
kidding
![Page 108: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/108.jpg)
nothing is ‘dead’
![Page 109: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/109.jpg)
just don’t be this guy
![Page 110: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/110.jpg)
things are changing
![Page 111: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/111.jpg)
interesting trends
![Page 112: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/112.jpg)
real-time
![Page 113: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/113.jpg)
remember this?
![Page 114: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/114.jpg)
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nimble?yes
![Page 116: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/116.jpg)
a ‘viral’ hit?
![Page 117: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/117.jpg)
“the message was retweeted and liked a bajillion times…”
~ brad tuttle
TIME
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really?
![Page 119: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/119.jpg)
15,851 retweets = a bajillion?
![Page 120: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/120.jpg)
![Page 121: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/121.jpg)
the real success was the amount of
press attention this received
![Page 122: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/122.jpg)
fast-forward to the#GRAMMYs
![Page 123: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/123.jpg)
![Page 124: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/124.jpg)
![Page 125: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/125.jpg)
then there was the#oscars
![Page 126: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/126.jpg)
![Page 127: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/127.jpg)
wait, that wasn’t a brand
![Page 128: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/128.jpg)
![Page 129: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/129.jpg)
mehno one’s buying that
![Page 130: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/130.jpg)
real-time also looks like this
![Page 131: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/131.jpg)
![Page 132: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/132.jpg)
![Page 133: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/133.jpg)
brands as publishers
![Page 134: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/134.jpg)
![Page 135: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/135.jpg)
![Page 136: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/136.jpg)
![Page 137: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/137.jpg)
![Page 138: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/138.jpg)
![Page 139: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/139.jpg)
‘online first’
![Page 140: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/140.jpg)
the only ad I’ve ever chosen
*not* to skip
![Page 141: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/141.jpg)
@hannah_bo_banna
![Page 142: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/142.jpg)
see why for yourselfdis.tl/nspcc-smx
![Page 143: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/143.jpg)
great uses of a new(er) platform
![Page 144: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/144.jpg)
@hannah_bo_banna
![Page 145: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/145.jpg)
@hannah_bo_banna
![Page 146: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/146.jpg)
@hannah_bo_banna
![Page 147: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/147.jpg)
touching?awkward?you decide
![Page 148: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/148.jpg)
@hannah_bo_banna
![Page 149: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/149.jpg)
@hannah_bo_banna
![Page 150: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/150.jpg)
Wren’s Melissa Coker
@hannah_bo_banna
my desire [was] to have something that’s interesting to people
beyond a fashion angle
![Page 151: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/151.jpg)
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…
![Page 152: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/152.jpg)
& speaking of films that don’t feel like commercials…
![Page 153: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/153.jpg)
@hannah_bo_banna
![Page 154: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/154.jpg)
@hannah_bo_banna
![Page 155: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/155.jpg)
brands with values
![Page 156: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/156.jpg)
@hannah_bo_banna
![Page 157: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/157.jpg)
@hannah_bo_banna
![Page 158: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/158.jpg)
it’s not just about environmental values
![Page 159: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/159.jpg)
@hannah_bo_banna
![Page 160: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/160.jpg)
when you have values like that
you get creative like this
![Page 161: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/161.jpg)
@hannah_bo_banna
![Page 162: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/162.jpg)
there’s also evidence to suggest this translates into business
benefits
![Page 163: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/163.jpg)
@hannah_bo_banna
![Page 164: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/164.jpg)
brands that are ‘meaningful’ outperform the stock market
by 120%
![Page 165: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/165.jpg)
move from [product] differentiation
to actually making a difference
Umair Haque
![Page 166: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/166.jpg)
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
![Page 167: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/167.jpg)
read moredis.tl/meaningful-smx
![Page 168: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/168.jpg)
the future?
![Page 169: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/169.jpg)
safe predictions
![Page 170: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/170.jpg)
more devices, more challenges
![Page 171: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/171.jpg)
@hannah_bo_banna
so get your (technical) ducks in a row
![Page 172: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/172.jpg)
more pressure to measure *everything*
more accurately
![Page 173: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/173.jpg)
@hannah_bo_banna
![Page 174: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/174.jpg)
track people not sessions
![Page 175: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/175.jpg)
http://analytics.blogspot.de/2013/04/universal-analytics-business.html
@hannah_bo_banna
![Page 176: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/176.jpg)
multi-channel attribution
![Page 177: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/177.jpg)
(even) less reliance on search
![Page 178: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/178.jpg)
@hannah_bo_banna
![Page 179: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/179.jpg)
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
![Page 180: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/180.jpg)
@hannah_bo_banna
![Page 181: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/181.jpg)
less safe prediction
![Page 182: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/182.jpg)
there will be a deluge of content
![Page 183: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/183.jpg)
but no ‘content fatigue’
![Page 184: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/184.jpg)
people just won’t see it
![Page 185: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/185.jpg)
this one’s a bit‘out there’
![Page 186: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/186.jpg)
only brands that stand for something
will survive
![Page 187: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/187.jpg)
in Europe and the US, people would not care if
92% of brands disappeared
![Page 188: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/188.jpg)
@hannah_bo_banna
![Page 189: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/189.jpg)
building a brand that stands for something
also helps with this…
![Page 190: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/190.jpg)
@hannah_bo_banna
![Page 191: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/191.jpg)
@hannah_bo_banna
![Page 192: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/192.jpg)
one thing I am sure of
![Page 193: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/193.jpg)
whilst it’s easy to think purely in terms of
technological challenges…
![Page 194: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/194.jpg)
marketing is not changing *because*
of technology
![Page 195: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/195.jpg)
marketing is changing becauseconsumer’s expectations are
evolving
![Page 196: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/196.jpg)
they expect you to provide a seamless experience regardless
of device or location
![Page 197: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/197.jpg)
![Page 198: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/198.jpg)
when they speak, they expect you to listen
& respond
![Page 199: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/199.jpg)
![Page 200: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/200.jpg)
they are not interested in your self-serving messages
![Page 201: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/201.jpg)
![Page 202: Humans, Technology & The Future of Marketing - SMX Munich 2014](https://reader031.vdocuments.us/reader031/viewer/2022012923/53ee6d308d7f72633d8b84d0/html5/thumbnails/202.jpg)
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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Credits
Alice - http://www.michellesmirror.com/2012/11/white-pawn-to-red-queen-im-watching-you.html#.UyW1oPl_txwHidden Text - http://apcmag.com/performing-search-engine-optimisation.htmVince - http://bestof.provocateuse.com/show/vince_vaughn/98Caffeine - 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.htmlPenguin - http://www.aktifmag.com/wacky-waddlers-10-penguin-facts-things/Hummingbird - http://ibc.lynxeds.com/photo/anna039s-hummingbird-calypte-anna/male-annas-hummingbird-hoveringTin Foil Hat - http://aldysnerdblog.wordpress.com/2014/02/11/6-signs/Future Guy - http://www.chapterthree.com/blog/darius-garza/death-skeuomorphism-and-future-designSarah Slocum - http://oglobo.globo.com/tecnologia/mulher-atacada-em-san-francisco-por-estar-usando-google-glass-11749998News of Alleged Attack - http://sfist.com/2014/02/25/woman_claims_she_was_attacked_for_w.phpGlasshole - 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.htmlJamie Oliver - http://www.ibtimes.co.uk/second-screen-key-marketing-strategy-tablet-pcs-342725Smartphone 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.htmlTV Schedule - http://www.thetvaddict.com/2006/09/02/fall-tv-preview-schedule-sunday/Fragmenting - http://www.neilshirreff.com/projects/fragmented-paintings.htmlFire 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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CreditsKool Aid - http://kidsguidemagazine.com/drinking-the-kool-aid/44091Pharrell - http://www.ibtimes.com/arbys-blasts-pharrells-grammys-hat-twitter-can-we-have-our-hat-back-1548140If you have a body - http://www.swimbikerunningonempty.com/1/post/2012/12/five-things-friday.htmlDucks - 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-infographicThe End is Nigh - http://vimeo.com/36167147Love - http://realtruelove.wordpress.com/2013/02/14/loveThe End - http://lipna.wordpress.com/2008/10/12/everything-will-be-ok/