0
HANNAH SMITH
CONTENT STRATEGIST
humans,
technology
& the future of marketing
this is what search marketing
looks like today…
@hannah_bo_banna
Lewis Carroll
@hannah_bo_banna
“well, in our country”,
said Alice, still panting a little,
"you'd generally get to somewhe...
Lewis Carroll
@hannah_bo_banna
"A slow sort of country!" said the Queen.
"Now, here, you see, it takes all the running
you...
seo moves fast…
remember when keyword
density was a thing?
@hannah_bo_banna
ctrl + a
reveals the spam
@hannah_bo_banna
remember how strongly
weighted anchor text was?
@hannah_bo_banna
over the years there have been
many updates
@hannah_bo_banna
2009: big brands get a boost
@hannah_bo_banna
2010: new web indexing system
@hannah_bo_banna
2011: crackdown on ‘thin’ content
@hannah_bo_banna
2012: more localised results for general or
broad queries
@hannah_bo_banna
@hannah_bo_banna
2012: crackdown on low-quality links
@hannah_bo_banna
2013: moving from indexing to
understanding
today,
search queries which
shouldn’t work…
do work
@hannah_bo_banna
WTF?!
how did they know
what I meant?
@hannah_bo_banna
@hannah_bo_banna
it might be bad news
if you’re in the
‘information business’
@hannah_bo_banna
@hannah_bo_banna
@hannah_bo_banna
& don’t even get me started
on the lack of organic results
above the fold
but it’s not just seo
that’s changing…
we’ve got wearable tech
@hannah_bo_banna
@hannah_bo_banna
@hannah_bo_banna
@hannah_bo_banna
@hannah_bo_banna
@hannah_bo_banna
@hannah_bo_banna
when
humans &
technology
collide,
things get
complicated…
regardless of the future of glass
our device usage
is changing
mobile used to mean
‘away from your PC’
77%
of mobile searches
are in a location
where a PC is available
& mobile is about
so much more than search
behaviours & contexts
blur across devices and locations
we multi screen
&
& speaking of devices,
tv is changing
tv doesn’t mean
*on*
a tv
5% of homes in the US don’t
have a tv
this zero tv group is growing
the US had more than
5m zero-tv households in 2013;
up from just over 2m in 2007
67% of these homes get
tv content
on other devices
@hannah_bo_banna
tv schedules limit people
who don’t want limits
he doesn’t have time for scheduled programming
this means
tv advertising is changing
reach really didn’t used to be a problem
audiences are fragmenting
but it’s cool, right?
we’ll happily watch
tv ads online
aaaaaaarrrggghhhhh
<insert your own swear here>
cute
but not really
solving the issue, huh?
it’s not just tv,
the way we consume
*all*
content is changing
we surface content through filters
facebook protects us from
unwanted content
you still might stop
seeing updates
from the companies
you follow
@hannah_bo_banna
Mark says you gotta
pay to play
it drives me crazy when I can't
see posts from pages I’ve ‘liked’
I'm experimenting with
aggressively interacting with a
new page to try to bring it into
my feed & keep it there
but it’s not just facebook
our technology protects us from
unwanted content
permission may no longer be enough
content needs to get above the sharing radar of our (personal) curators
so what now?
is seo,
wearable tech,
mobile,
tv,
traditional advertising,
written content,
video,
social media,
email marketing,
permission marketing,
regular marketing
& everything else
dead?
screw it, let’s get wasted
kidding

nothing is ‘dead’
just don’t be this guy
things are changing
interesting trends
real-time
remember this?
nimble?
yes
a ‘viral’ hit?
“the message was retweeted
and liked a bajillion times…”
~ brad tuttle
TIME
really?
15,851 retweets = a bajillion?
the real success
was the amount of
press attention this received
fast-forward to the
#GRAMMYs
then there was the
#oscars
wait, that wasn’t a brand
meh
no one’s buying that
real-time
also looks like this
brands as publishers
‘online first’
the only ad
I’ve ever chosen
*not* to skip
@hannah_bo_banna
see why for yourself
dis.tl/nspcc-smx
great uses of a
new(er) platform
@hannah_bo_banna
@hannah_bo_banna
@hannah_bo_banna
touching?
awkward?
you decide
@hannah_bo_banna
@hannah_bo_banna
Wren’s Melissa Coker
@hannah_bo_banna
my desire [was] to have something that’s
interesting to people
beyond a fashion angle
Wren’s Melissa Coker
@hannah_bo_banna
[it’s] an interesting film
that exists on its own
rather than something that feels l...
& speaking of films that don’t
feel like commercials…
@hannah_bo_banna
@hannah_bo_banna
brands with values
@hannah_bo_banna
@hannah_bo_banna
it’s not just about
environmental values
@hannah_bo_banna
when you have values
like that
you get creative
like this
@hannah_bo_banna
there’s also evidence to suggest
this translates into business
benefits
@hannah_bo_banna
brands that are ‘meaningful’
outperform the stock market
by 120%
move from
[product] differentiation
to actually making a difference
Umair Haque
Instead of putting up another campaign of billboards
with celebrities saying:
‘Buy our shoes, they’ll turn you into a mast...
read more
dis.tl/meaningful-smx
the future?
safe predictions
more devices, more challenges
@hannah_bo_banna
so get your (technical) ducks in a row
more pressure to measure
*everything*
more accurately
@hannah_bo_banna
track people not sessions
http://analytics.blogspot.de/2013/04/universal-analytics-business.html @hannah_bo_banna
multi-channel attribution
(even) less
reliance on search
@hannah_bo_banna
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...
@hannah_bo_banna
less safe prediction
there will be a
deluge of content
but no
‘content fatigue’
people just won’t see it
this one’s a bit
‘out there’
only brands that
stand for something
will survive
in Europe and the US,
people would not care if
92% of brands disappeared
@hannah_bo_banna
building a brand
that stands for something
also helps with this…
@hannah_bo_banna
@hannah_bo_banna
one thing I am sure of
whilst it’s easy to think
purely in terms of
technological challenges…
marketing is not changing
*because*
of technology
marketing is changing because
consumer’s expectations are
evolving
they expect you to provide a
seamless experience regardless
of device or location
when they speak,
they expect you to listen
& respond
they are not interested in
your self-serving messages
or your attempt
to be
‘down with the kids’
but they’ll
happily be entertained
so you need them to love
your marketing
most of all
they have no interest in brands
that fail to deliver
what they want
& they *know*
you need them
more than they need you
we will evolve
“it is not the
strongest of the species
that survives,
nor the most intelligent
that survives;
it is the one that is most
...
I’ve only worked in this
industry for 7 years
many of you were doing this
*way*
before me
I *know*
how adaptable you are
good luck out there
x
@hannah_bo_banna
hannah.smith@distilled.net
steal this deck:
Credits
Alice - http://www.michellesmirror.com/2012/11/white-pawn-to-red-queen-im-watching-you.html#.UyW1oPl_txw
Hidden Te...
Credits
Kool Aid - http://kidsguidemagazine.com/drinking-the-kool-aid/44091
Pharrell - http://www.ibtimes.com/arbys-blasts...
Humans, Technology & The Future of Marketing - SMX Munich 2014
Humans, Technology & The Future of Marketing - SMX Munich 2014
Humans, Technology & The Future of Marketing - SMX Munich 2014
Humans, Technology & The Future of Marketing - SMX Munich 2014
Humans, Technology & The Future of Marketing - SMX Munich 2014
Humans, Technology & The Future of Marketing - SMX Munich 2014
Humans, Technology & The Future of Marketing - SMX Munich 2014
Humans, Technology & The Future of Marketing - SMX Munich 2014
Humans, Technology & The Future of Marketing - SMX Munich 2014
Humans, Technology & The Future of Marketing - SMX Munich 2014
Humans, Technology & The Future of Marketing - SMX Munich 2014
Humans, Technology & The Future of Marketing - SMX Munich 2014
Humans, Technology & The Future of Marketing - SMX Munich 2014
Humans, Technology & The Future of Marketing - SMX Munich 2014
Humans, Technology & The Future of Marketing - SMX Munich 2014
Humans, Technology & The Future of Marketing - SMX Munich 2014
Humans, Technology & The Future of Marketing - SMX Munich 2014
Humans, Technology & The Future of Marketing - SMX Munich 2014
Humans, Technology & The Future of Marketing - SMX Munich 2014
Humans, Technology & The Future of Marketing - SMX Munich 2014
Humans, Technology & The Future of Marketing - SMX Munich 2014
Humans, Technology & The Future of Marketing - SMX Munich 2014
Humans, Technology & The Future of Marketing - SMX Munich 2014
Humans, Technology & The Future of Marketing - SMX Munich 2014
Humans, Technology & The Future of Marketing - SMX Munich 2014
Humans, Technology & The Future of Marketing - SMX Munich 2014
Humans, Technology & The Future of Marketing - SMX Munich 2014
Humans, Technology & The Future of Marketing - SMX Munich 2014
Humans, Technology & The Future of Marketing - SMX Munich 2014
Humans, Technology & The Future of Marketing - SMX Munich 2014
Humans, Technology & The Future of Marketing - SMX Munich 2014
Humans, Technology & The Future of Marketing - SMX Munich 2014
Humans, Technology & The Future of Marketing - SMX Munich 2014
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Humans, Technology & The Future of Marketing - SMX Munich 2014

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As online and offline converge, and audiences continue to fragment, what do brands need to do to flourish? At SMX Munich 2014, Hannah Smith explores the challenges brands face both now and in the future, and shares her thoughts on how search marketing will evolve as a result.

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  • Google need to make money, they are built on solid organic results but they will happily push them away from the user in order to meet their targets.
  • It isn’t uncommon for people to act in this way.
  • It isn’t uncommon for people to act in this way.
  • It isn’t uncommon for people to act in this way.
  • It isn’t uncommon for people to act in this way.
  • This guy is the youngest billionaire in the world for a reason. He knows what he is doing.
  • This guy is the youngest billionaire in the world for a reason. He knows what he is doing.
  • This guy is the youngest billionaire in the world for a reason. He knows what he is doing.
  • Now it’s hidden away from their default view.
  • It isn’t uncommon for people to act in this way.
  • Transcript of "Humans, Technology & The Future of Marketing - SMX Munich 2014"

    1. 1. HANNAH SMITH CONTENT STRATEGIST humans, technology & the future of marketing
    2. 2. this is what search marketing looks like today…
    3. 3. @hannah_bo_banna
    4. 4. 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.”
    5. 5. 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!"
    6. 6. seo moves fast…
    7. 7. remember when keyword density was a thing?
    8. 8. @hannah_bo_banna
    9. 9. ctrl + a reveals the spam
    10. 10. @hannah_bo_banna
    11. 11. remember how strongly weighted anchor text was?
    12. 12. @hannah_bo_banna
    13. 13. over the years there have been many updates
    14. 14. @hannah_bo_banna 2009: big brands get a boost
    15. 15. @hannah_bo_banna 2010: new web indexing system
    16. 16. @hannah_bo_banna 2011: crackdown on ‘thin’ content
    17. 17. @hannah_bo_banna 2012: more localised results for general or broad queries
    18. 18. @hannah_bo_banna
    19. 19. @hannah_bo_banna 2012: crackdown on low-quality links
    20. 20. @hannah_bo_banna 2013: moving from indexing to understanding
    21. 21. today, search queries which shouldn’t work…
    22. 22. do work
    23. 23. @hannah_bo_banna
    24. 24. WTF?!
    25. 25. how did they know what I meant?
    26. 26. @hannah_bo_banna
    27. 27. @hannah_bo_banna
    28. 28. it might be bad news if you’re in the ‘information business’
    29. 29. @hannah_bo_banna
    30. 30. @hannah_bo_banna
    31. 31. @hannah_bo_banna
    32. 32. & don’t even get me started on the lack of organic results above the fold
    33. 33. but it’s not just seo that’s changing…
    34. 34. we’ve got wearable tech
    35. 35. @hannah_bo_banna
    36. 36. @hannah_bo_banna
    37. 37. @hannah_bo_banna
    38. 38. @hannah_bo_banna
    39. 39. @hannah_bo_banna
    40. 40. @hannah_bo_banna
    41. 41. @hannah_bo_banna when humans & technology collide, things get complicated…
    42. 42. regardless of the future of glass our device usage is changing
    43. 43. mobile used to mean ‘away from your PC’
    44. 44. 77% of mobile searches are in a location where a PC is available
    45. 45. & mobile is about so much more than search
    46. 46. behaviours & contexts blur across devices and locations
    47. 47. we multi screen
    48. 48. &
    49. 49. & speaking of devices, tv is changing
    50. 50. tv doesn’t mean *on* a tv
    51. 51. 5% of homes in the US don’t have a tv
    52. 52. this zero tv group is growing
    53. 53. the US had more than 5m zero-tv households in 2013; up from just over 2m in 2007
    54. 54. 67% of these homes get tv content on other devices
    55. 55. @hannah_bo_banna
    56. 56. tv schedules limit people who don’t want limits
    57. 57. he doesn’t have time for scheduled programming
    58. 58. this means tv advertising is changing
    59. 59. reach really didn’t used to be a problem
    60. 60. audiences are fragmenting
    61. 61. but it’s cool, right?
    62. 62. we’ll happily watch tv ads online
    63. 63. aaaaaaarrrggghhhhh
    64. 64. <insert your own swear here>
    65. 65. cute
    66. 66. but not really solving the issue, huh?
    67. 67. it’s not just tv, the way we consume *all* content is changing
    68. 68. we surface content through filters
    69. 69. facebook protects us from unwanted content
    70. 70. you still might stop seeing updates from the companies you follow @hannah_bo_banna
    71. 71. Mark says you gotta pay to play
    72. 72. it drives me crazy when I can't see posts from pages I’ve ‘liked’
    73. 73. I'm experimenting with aggressively interacting with a new page to try to bring it into my feed & keep it there
    74. 74. but it’s not just facebook
    75. 75. our technology protects us from unwanted content
    76. 76. permission may no longer be enough content needs to get above the sharing radar of our (personal) curators
    77. 77. so what now?
    78. 78. is seo,
    79. 79. wearable tech,
    80. 80. mobile,
    81. 81. tv,
    82. 82. traditional advertising,
    83. 83. written content,
    84. 84. video,
    85. 85. social media,
    86. 86. email marketing,
    87. 87. permission marketing,
    88. 88. regular marketing
    89. 89. & everything else
    90. 90. dead?
    91. 91. screw it, let’s get wasted
    92. 92. kidding 
    93. 93. nothing is ‘dead’
    94. 94. just don’t be this guy
    95. 95. things are changing
    96. 96. interesting trends
    97. 97. real-time
    98. 98. remember this?
    99. 99. nimble? yes
    100. 100. a ‘viral’ hit?
    101. 101. “the message was retweeted and liked a bajillion times…” ~ brad tuttle TIME
    102. 102. really?
    103. 103. 15,851 retweets = a bajillion?
    104. 104. the real success was the amount of press attention this received
    105. 105. fast-forward to the #GRAMMYs
    106. 106. then there was the #oscars
    107. 107. wait, that wasn’t a brand
    108. 108. meh no one’s buying that
    109. 109. real-time also looks like this
    110. 110. brands as publishers
    111. 111. ‘online first’
    112. 112. the only ad I’ve ever chosen *not* to skip
    113. 113. @hannah_bo_banna
    114. 114. see why for yourself dis.tl/nspcc-smx
    115. 115. great uses of a new(er) platform
    116. 116. @hannah_bo_banna
    117. 117. @hannah_bo_banna
    118. 118. @hannah_bo_banna
    119. 119. touching? awkward? you decide
    120. 120. @hannah_bo_banna
    121. 121. @hannah_bo_banna
    122. 122. Wren’s Melissa Coker @hannah_bo_banna my desire [was] to have something that’s interesting to people beyond a fashion angle
    123. 123. 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…
    124. 124. & speaking of films that don’t feel like commercials…
    125. 125. @hannah_bo_banna
    126. 126. @hannah_bo_banna
    127. 127. brands with values
    128. 128. @hannah_bo_banna
    129. 129. @hannah_bo_banna
    130. 130. it’s not just about environmental values
    131. 131. @hannah_bo_banna
    132. 132. when you have values like that you get creative like this
    133. 133. @hannah_bo_banna
    134. 134. there’s also evidence to suggest this translates into business benefits
    135. 135. @hannah_bo_banna
    136. 136. brands that are ‘meaningful’ outperform the stock market by 120%
    137. 137. move from [product] differentiation to actually making a difference Umair Haque
    138. 138. 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
    139. 139. read more dis.tl/meaningful-smx
    140. 140. the future?
    141. 141. safe predictions
    142. 142. more devices, more challenges
    143. 143. @hannah_bo_banna so get your (technical) ducks in a row
    144. 144. more pressure to measure *everything* more accurately
    145. 145. @hannah_bo_banna
    146. 146. track people not sessions
    147. 147. http://analytics.blogspot.de/2013/04/universal-analytics-business.html @hannah_bo_banna
    148. 148. multi-channel attribution
    149. 149. (even) less reliance on search
    150. 150. @hannah_bo_banna
    151. 151. 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
    152. 152. @hannah_bo_banna
    153. 153. less safe prediction
    154. 154. there will be a deluge of content
    155. 155. but no ‘content fatigue’
    156. 156. people just won’t see it
    157. 157. this one’s a bit ‘out there’
    158. 158. only brands that stand for something will survive
    159. 159. in Europe and the US, people would not care if 92% of brands disappeared
    160. 160. @hannah_bo_banna
    161. 161. building a brand that stands for something also helps with this…
    162. 162. @hannah_bo_banna
    163. 163. @hannah_bo_banna
    164. 164. one thing I am sure of
    165. 165. whilst it’s easy to think purely in terms of technological challenges…
    166. 166. marketing is not changing *because* of technology
    167. 167. marketing is changing because consumer’s expectations are evolving
    168. 168. they expect you to provide a seamless experience regardless of device or location
    169. 169. when they speak, they expect you to listen & respond
    170. 170. they are not interested in your self-serving messages
    171. 171. or your attempt to be ‘down with the kids’
    172. 172. but they’ll happily be entertained
    173. 173. so you need them to love your marketing
    174. 174. most of all
    175. 175. they have no interest in brands that fail to deliver what they want
    176. 176. & they *know* you need them more than they need you
    177. 177. we will evolve
    178. 178. “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
    179. 179. I’ve only worked in this industry for 7 years
    180. 180. many of you were doing this *way* before me
    181. 181. I *know* how adaptable you are
    182. 182. good luck out there x
    183. 183. @hannah_bo_banna hannah.smith@distilled.net steal this deck:
    184. 184. 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/
    185. 185. 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/
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