seo is dead digital marketing is deadpages.searchmetrics.com/rs/656-kwj-035/images/jono...
TRANSCRIPT
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@jonoalderson | @distilled
SEO is deadDigital marketing is deadSurvival tips for what comes next
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@jonoalderson | @distilled
Let’s set the scene.
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@jonoalderson | @distilled
http://bit.ly/jono-future
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@jonoalderson | @distilled
Amazon“anything in a box”“everything as a service”
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@jonoalderson | @distilled
The Next Billion PeopleWill come online, and disrupt our markets
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@jonoalderson | @distilled
The Nascent Distributed Content Ecosystem…represents a paradigm shift in how we build our empires.
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@jonoalderson | @distilled
3D (and 4D) Printing...opens up new routes to market, and reduces the cost+value of commodity goods
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@jonoalderson | @distilled
Marketplaces...become the new marketplaces.
Commodity goods get cheaper, closer and better.
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@jonoalderson | @distilled
New Interfaces...create new challenges
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@jonoalderson | @distilled
IPAsMake decisions on our behalf, and
constrict the top and the bottom of your funnel
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@jonoalderson | @distilled
Machine LearningSystems become better pattern-matchers than us.
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@jonoalderson | @distilled
I’m more concerned about tomorrow than I am about 2020.
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@jonoalderson | @distilled
I think we’re all screwed.
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@jonoalderson | @distilled
So...What’s keeping me awake at night?
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@jonoalderson | @distilled
1.The finite capabilities of humans and businesses
As remits broaden, we’ll struggle.
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@jonoalderson | @distilled
Q.What does it take to be a successful SEO?
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@jonoalderson | @distilled
That’s fine...We’re all rockstar ninja guru unicorns.
Bring it on.
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@jonoalderson | @distilled
Except...People’s skills don’t scale infinitely.
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@jonoalderson | @distilled
Awareness Consideration Evaluation Purchase
SE EtcSEO PPC Affiliates Display
Retention & Advocacy
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@jonoalderson | @distilled
So brands struggleBudgets, structures and performance are constrained
vertically by people doing the thing-they-do.
KPIs. Risk aversion. Management. Accountability.
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@jonoalderson | @distilled
Awareness Consideration Evaluation Purchase
SE EtcSEO PPC Affiliates Display
Retention & Advocacy
EmailOffline Mobile & Apps
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@jonoalderson | @distilled
PurchaseAwareness
Consideration
Evaluation
EtcSEO PPC
Affiliates
Display
Retention & Advocacy
Offline
Mobile & Apps
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@jonoalderson | @distilled
PurchaseAwareness
Consideration
Evaluation
EtcSEO PPC
Affiliates
Display
Retention & Advocacy
Offline
Mobile & Apps
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@jonoalderson | @distilled
PurchaseAwareness
VR/ARConsideration
Evaluation
IPA purchase recommendations
EtcSEO PPC
Affiliates
IPA purchase decisions
Display
Retention & Advocacy
Offline
Mobile & Apps
3rd party marketplaces
AMPPWAs
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@jonoalderson | @distilled
PurchaseAwareness
VR/ARConsideration
Evaluation
IPA purchase recommendations
EtcSEO PPC
Affiliates
IPA purchase decisions
Display
Retention & Advocacy
Offline
AMPPWAs
Mobile & Apps
3rd party marketplaces
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@jonoalderson | @distilled
This is a messWe’re trying to fit our channel mechanics to
consumer behaviour.
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@jonoalderson | @distilled
It doesn’t matter how agile you areThe tech, and your audience, moves faster than your
organisation and capabilities
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@jonoalderson | @distilled
What if...We structured our activity around the
consumer, not our channels?
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@jonoalderson | @distilled
Demand retention
Demand creation Growing awareness, and winning hearts and minds
Matching demand to supply (within constraints)
Surprise and delight, to retain and grow advocacy
Demand fulfillment
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@jonoalderson | @distilled
Working on it!
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@jonoalderson | @distilled
Everybody needs to find their own flavour of holacracyhttp://bit.ly/holacracyplus
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@jonoalderson | @distilled
Everybody needs to find their own flavour of holacracyhttp://bit.ly/holacracyplus
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@jonoalderson | @distilled
Companies need to operate like this now
Because tomorrow, there are 100x more channels, and today’s structures don’t scale.
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@jonoalderson | @distilled
We’re screwed.Because most businesses aren’t designed for this.Because people aren’t rational and invested.
Because we’re still relying on unicorns.
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@jonoalderson | @distilled
2.Assistants will use past behaviour as a proxy for preference
The way we need to think about marketing changes.The top and the bottom of the funnel constrict.
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@jonoalderson | @distilled
Marketing & advertising...Assumes that you can interrupt or
purchase my attention.
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@jonoalderson | @distilled
Consumer need (a moment)
Expression of intent
Brand (re)action
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@jonoalderson | @distilled
Moment
Build (or adjust) a consideration set
Reduce consideration set
Evaluate & reduce risk
Choose
Act
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@jonoalderson | @distilled
Moment
Build (or adjust) a consideration set
Reduce consideration set
Evaluate & reduce risk
Choose
Act
Happens invisibly
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@jonoalderson | @distilled
How do you influence the consideration set, when the customer isn’t there?
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@jonoalderson | @distilled
Systems will use three concepts to make these decisions.
1. AvailabilityIs it open/nearby/valid?
2. SuitabilityIs it good/right/cheap?
3. Implied PreferenceDoes it align with what I understand of your values?
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@jonoalderson | @distilled
Implied Preference is complexSystems will use past behaviour and
connected data as a proxy for preference
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@jonoalderson | @distilled
Explicit actions:
● Read an article
● Liked/shared a social post
● Installed an app
● Reviewed a service/product
Network actions:
● Actions from peers
Lookalike actions
● Behaviour & characteristics of lookalike audience
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@jonoalderson | @distilled
You need to influence the consideration set, six months(?) before the customer expresses a need...
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@jonoalderson | @distilled
More than just past actions
What happens when they can monitor emotional and subconscious preference, too?
http://bit.ly/emotiontracking
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@jonoalderson | @distilled
What if they know more than you do about your preferences & priorities?
http://bit.ly/googlecancer
How should this affect recommendations, results, choices?
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@jonoalderson | @distilled
Negative interactionsKILL
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@jonoalderson | @distilled
So, we need to get in before the demand exists...and create implicit and/or explicit value and preference signals from an
audience who may never buy, and never ever get a bad review...
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@jonoalderson | @distilled
We’re screwed.Because we can’t access the market.
Because most of us aren’t P&G.
Because this is thoroughly impractical.
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@jonoalderson | @distilled
3.Brands need to reinvent themselves
You’ll need strategies to access the market, to stand out, and to pivot.
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@jonoalderson | @distilled
Small/new brands should focus on reputation and recommendation
Influencer marketing is the future (again); you need ‘sponsors’ and networks to recommend and endorse you
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#SquaredPresents
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#SquaredPresents
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#SquaredPresents
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In a commodified world,this is going to get harder
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Success requires that your brand deliver a valuable experience*
*What does this mean?
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The service is available, and is of a quality I
expect
Brand interactions answer to a slice of Maslow’s hierarchy of needs
Fulfillment
Experience
Story / Proposition
The service is available, and is of a quality I expect
Messaging or elements of the service differentiates it from the competition
The Brand Value Hierarchy
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The service is available, and is of a quality I
expect
Fulfillment
Experience
Story / Proposition
The Brand Value Hierarchy
Stickiness
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P&G put things I need onto shelves
Fitbit makes me feel like I’m in control of my health
Uber make my travel completely frictionless (through the removal of uncertainty)
Amazon (retail) has everything I’ll ever need, ‘frictionlessly’
Having Amazon Prime means I ‘already have’ everything I need
The service is available, and is of a quality I
expect
Fulfillment
Experience
Story / Proposition
The Brand Value Hierarchy
Whiskas create the food my cat eats
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Promise
Experience
And when the consumer’s not involved...
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@jonoalderson | @distilled
And what about agencies?
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@jonoalderson | @distilled
The Agency Survival Challenge(reduce)Cost
(increase)Quality
(reduce)Time
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@jonoalderson | @distilled
The Agency Survival Challenge
(increase)Comms
(increase)Execution
(increase)Planning
(reduce)Cost
(increase)Quality
(reduce)Time
!
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@jonoalderson | @distilled
The Agency Survival Challenge(reduce)Cost
(increase)Quality
(reduce)Time
(increase)Comms
(increase)Execution
(increase)Planning
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@jonoalderson
We’re screwed.Because brands are driven by shareholders
Because agencies are driven by compromiseBecause nobody gets fired for maintaining the status quo
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@jonoalderson | @distilled
4.Technological breakthroughs disrupt industry and society
Machine learning, automation and VR chip away at our commercial models, and trigger an arms race for data.
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@jonoalderson | @distilled
Automated factories reduce cost of production
All commodity goods radically reduce in price.How do you compete?
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@jonoalderson | @distilled
Doing smart stuff?
It doesn’t matter, if your job involves pattern matching.
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@jonoalderson | @distilled
And it’s not just pattern matching
What happens when we train the machines to think like us?
Kindred.ai
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@jonoalderson | @distilled
And it’s deeper inference than we can achieveWhat happens when they think differently with more connectedness than us?
http://bit.ly/autolocation
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@jonoalderson | @distilled
How useful are you, really?
What happens when you strip away all of the
pattern-matching skills?
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@jonoalderson | @distilled
If we had more time, we could speculate on the socio-political ramifications...
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@jonoalderson | @distilled
...and explore how connected devices, VR, and universal income irrevocably
break capitalism...
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@jonoalderson | @distilled
...and how we’ll need to reinvent Maslow’s Hierarchy of Needs for an
automated world.
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@jonoalderson | @distilled
But, what do we do in the meantime?
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@jonoalderson | @distilled
I’ve wrapped all of this into five tips to help you survive.
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@jonoalderson | @distilled
1.Take stock of your organisations, and yourself.
Where are your strengths, weaknesses, threats & opportunities?How do these stack up against your competitors, and against the
changing landscape?
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@jonoalderson | @distilled
2.Unlearn bad habits.
Stop thinking about channels, buying cycles, advertising. Structure your teams and projects around consumer needs.
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@jonoalderson | @distilled
3.Optimise brands for agility.
Be prepared to pivot on platform, positioning, and product.Build hub-and-spoke models to remain flexible.
Play to your brand strengths, and learn to reinvent.
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@jonoalderson | @distilled
4.Build partnerships with other brands.
Find other brands where you’re stronger together.Create ways to earn attention and preference in other ecosystems.
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@jonoalderson | @distilled
5.Learn to love the machine.
Identify skills and expertise which are easily replaceable.Map out the organisational impact.
Start broadening and reinventing your own skillset.
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@jonoalderson | @distilled
THINK HAPPY THOUGHTS