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
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The Future for Marketers: Creativity, Technology &
Strategy
Paddy Moogan
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Creativity Technology
Strategy
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The Future
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The Past
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Creativity Technology
Strategy
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Creativity Technology
Strategy
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@paddymoogan
My job back then was straightforward
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A few hundred words of content
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Job done
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Creativity Technology
Strategy
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@paddymoogan
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@paddymoogan
This was my first infographic
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[Removed!]
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@paddymoogan
It was shit
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@paddymoogan
All I cared about was links
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@paddymoogan
Things were starting to change
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@paddymoogan
2010 – Caffeine Update
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@paddymoogan
Caffeine was a clue of what would be coming
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@paddymoogan
2011
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@paddymoogan
Panda worked very, very well
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Organic traffic
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Revenue from organic search
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There was collateral damage
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But Google were fine with that
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These didn’t matter as much
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What did we do?
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@paddymoogan
We started to invest more in understanding content
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We invested in outreach & PR
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@paddymoogan
We learned more about creativity
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@paddymoogan
We built this
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750 Linking Domains, 12,000 Tweets, 150,000 Likes
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@paddymoogan
Our competitors were often beating us
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Buying links
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@paddymoogan
Focusing on manipulation of search signals
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@paddymoogan
Honestly, we were laughed at
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We lost business because of this
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@paddymoogan
We continued to build the creative team
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@paddymoogan
We realised that scalable link building was at risk
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@paddymoogan
Google had shown us…
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Will Critchlow, Distilled a few months before Penguin
I think we will see a "Panda for links"
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@paddymoogan
2012
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Most SEOs
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@paddymoogan
…we’d built around 20 “big” content pieces and got some good links
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@paddymoogan
Some good, some not so good
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@paddymoogan
But links are only one part of this content thing
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Creativity Technology
Strategy
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@paddymoogan
We started to think more about strategy
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We were reporting on the wrong things
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We were reporting on the wrong things
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Measure people, not sessions
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The Future
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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
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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
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Source
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Your content needs to break through filter bubbles
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This is good, but not enough
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You need a wide range of traffic sources to break through filter bubbles
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Loyalty is your goal
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@paddymoogan
We have a common framework to use
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6 principles made an idea “sticky” Simple Unexpected Concrete Credible Emotional Story
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Simple Unexpected Concrete Credible Emotional Story The core message is simple
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Simple Unexpected Concrete Credible Emotional Story It’s a novel execution
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Simple Unexpected Concrete Credible Emotional Story It takes something abstract & makes it visible
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Simple Unexpected Concrete Credible Emotional Story It’s based on sound data
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Simple Unexpected Concrete Credible Emotional Story Interest in routines of creative people
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Simple Unexpected Concrete Credible Emotional Story It tells the story of these creative people
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@paddymoogan
We use this framework to evaluate all our content ideas
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@paddymoogan
The key here isn’t the framework
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@paddymoogan
It’s the ability to give each other useful feedback
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Hey Phil, I have this awesome content idea, it’s amazing.
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Hey Phil, I have this awesome content idea, it’s amazing.
No Paddy, it’s shit
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@paddymoogan
We bring our outreach and PR team into the process early
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@paddymoogan
What websites do you think would cover this content or story?
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@paddymoogan
Would you be happy to promote this piece of content?
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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
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@paddymoogan
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@paddymoogan
Ray Kurzweil Joins Google In Full-Time Engineering Director Role; Will Focus On Machine Learning, Language Processing
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@paddymoogan
2013 - Hummingbird
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@paddymoogan
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@paddymoogan
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@paddymoogan
…inventor and futurist Ray Kurzweil talked confidently about making Google’s current
search technology obsolete. Source
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@paddymoogan
…inventor and futurist Ray Kurzweil talked confidently about making Google’s current
search technology obsolete. Source
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@paddymoogan
He said this in June 2014
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@paddymoogan
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@paddymoogan
Indexing Understanding
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@paddymoogan
Predicting
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Source
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“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
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@paddymoogan
They are predicting what adverts we want to see too
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@paddymoogan
“We want to get you out of Google and to the right place as fast as possible.” - 2004
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@paddymoogan
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@paddymoogan
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@paddymoogan
This also happened in 2004…
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@paddymoogan
It’s never going to slow down
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@paddymoogan
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@paddymoogan
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@paddymoogan
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@paddymoogan
TIME
TO
TA
L S
IGN
AL
INFO
RM
AT
ION
explicit signal implicit signal
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@paddymoogan
TIME
TO
TA
L S
IGN
AL
INFO
RM
AT
ION
explicit signal implicit signal
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@paddymoogan
TIME
TO
TA
L S
IGN
AL
INFO
RM
AT
ION
explicit signal implicit signal
![Page 118: The Future for Marketers - Strategy, Creativity and Technology](https://reader035.vdocuments.us/reader035/viewer/2022062706/557cc3aed8b42a09218b4af3/html5/thumbnails/118.jpg)
@paddymoogan
TIME
TO
TA
L S
IGN
AL
INFO
RM
AT
ION
explicit signal implicit signal
![Page 119: The Future for Marketers - Strategy, Creativity and Technology](https://reader035.vdocuments.us/reader035/viewer/2022062706/557cc3aed8b42a09218b4af3/html5/thumbnails/119.jpg)
@paddymoogan
TIME
TO
TA
L S
IGN
AL
INFO
RM
AT
ION
explicit signal implicit signal
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Context
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@paddymoogan
Context is more important than keywords
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@paddymoogan
We need to move beyond keywords and towards context
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We need to understand our customers and meet their expectations
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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
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Source
Mobile search overtaking desktop
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77% of mobile searches are in a location where people have a PC available to them
Source
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Source
Technical setup of 100 US Online Retailers
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Source: Recent B2B Distilled campaign
Traffic to our client website by device
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Source: Recent B2B Distilled campaign
Traffic to a piece of content
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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
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Jon Wiley Lead Designer for Google Search - Source
Today we've carried over several of those changes to the
desktop experience.
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Source
Dr. Pete predicted this
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Source
Mobile vs. Desktop Facebook users
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Source
Mobile vs. Desktop Facebook users
Desktop Only
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Source
Mobile vs. Desktop Facebook users
Mobile Only
Desktop Only
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@paddymoogan
How do people find your content?
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Some members of the audience Right now
So we just need to make our websites responsive?
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400,000 visits from m.huffpost.com
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Traffic from Facebook
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Traffic from Facebook
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@paddymoogan
Just knowing technology is NOT enough
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Your content needs to be mobile first
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Last touch attribution doesn’t work well for mobile
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Apple Pay is still very new
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Source
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https://qualaroo.com/products/mobile/
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https://qualaroo.com/products/mobile/
![Page 154: The Future for Marketers - Strategy, Creativity and Technology](https://reader035.vdocuments.us/reader035/viewer/2022062706/557cc3aed8b42a09218b4af3/html5/thumbnails/154.jpg)
Creativity Technology
Strategy
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Thank you!
Paddy Moogan
VP Operations London, Distilled
@paddymoogan